Copycat Strategy Leaves New Age Brands Lifeless

Nusra reports about how duplicating a successful internationally renowned and ‘customized for India’ model does not work for all brands, citing incidents about why certain leading brands have closed their doors in India

- Nusra

McDonald’s and Domino’s were the first brands to set up a global market trend in India in 1990s, subsequently inviting many international brands to the country. However, with the same replica model, strategy and product portfolio, many of them are struggling in the Indian market even after spending 5-7 years. For instance, Papa John’s is already out of India, closing its door in the country. The reason: it failed to meet its store level EBITDA for more than a year, focusing more on brand-building. Also, there’s news brewing that the promoters of Barbeque Nation, which has bought the master franchise rights for American burger chain Johnny Rockets in 2016 to replicate their casual dining model, are unhappy with