Key lessons startups can take from Domino’s Pizza’s massive foreign expansion

Not too long ago, US pizza chain Domino’s Pizza established a South African presence. To date, there are eleven stores spread across Cape Town, Gauteng and Durban, with plans to open even more in future. Success in this market is very lucrative — a Euromonitor report estimated that fast food sales in South Africa topped R24-billion in 2012.

A key to success for international brands entering new markets is a proper knowledge and deep understanding of the target market. Investing time and resources into understanding the local customs, preferences and tastes is often what separates the successful brands from the ones that fail to thrive in new markets, and enables those brands to connect with their customers in a meaningful way.

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