COMING TO AMERICA

DISREGARDING CURRENT MARKET CONFUSION, A NUMBER OF OVERSEAS COMPANIES-FROM FOOD TO HOSPITALITY TO FASHION-ARE DOUBLING DOWN ON THEIR INVESTMENT IN THE U.S.

- STORY BY BOYD FARROW

While America’s CEOs grapple with the chaos resulting from a revised trade agenda, deregulation and federal cuts, foreign firms of all sizes continue to invest in the U.S., lured by the appetizing opportunities and receptiveness of American consumers.

Here, we look at four very different overseas companies, each with big plans for stateside expansion over the next few years—and each operating in sectors dominated by U.S. players. Will their careful planning, innovation and adaptability pay off?

FOLLOWING THE DOUGH

One thing America is definitely not short of is pizza joints. The country has some 74,000 establishments, from mom-and-pop operations to franchise juggernauts, collectively serving $50 billion worth of dough, cheese and toppings every year. What is not ubiquitous, though, are pizza restaurants with a British flavor. This may change, however, as London-based PizzaExpress is finally ready to make its stateside debut, hoping to win over American diners with its blend of freshly made thin and crispy Roman pizzas, upscale decor and live music.

“We deliver a pizza experience unlike anything in the American market,” claims the company’s chief commercial officer, Chris Holmes, which is why he is confident that the 60-year-old brand will thrive coast-to-coast. PizzaExpress' U.S. beachhead will be in Florida, with two restaurants planned for Tampa and Orlando. "Florida is the perfect location for our American launch,” says Holmes. “It is a dynamic market with a strong dining culture, a growing population and a strong tourism industry.” The Sunshine State also happens to be home to PizzaExpress' U.S. partner, Purple Square Management Company, whose franchises include Popeyes Louisiana Kitchen and Dunkin'.