2021 Volume 21 Pages 87-92
We will consider the management impact of country of origin (COO) information as a marketing strategy when a restaurant brand expands overseas. Specifically, taking the example of the Australian restaurant brand “bills” when the business expanded in Japan and Asian countries, how the COO information had an effect on local consumers and stake holders. It can be seen that COO information influences consumers’ decision-making when purchasing services and thus has a great influence on the management strategies of companies expanding internationally. COO information can be said to be one of the most important themes to consider for restaurant branding.
