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The Internationalization of Brazilian Fast-Food Chains: A Marketing Failure?

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Internationalization, Innovation and Sustainability of MNCs in Latin America

Part of the book series: The AIB-LAT Book Series ((AIBLAT))

Abstract

The fast-food industry in Latin America grew at a compound annual growth rate of 15% between 2004 and 2009. Total sales estimates in 2010 were around US$ 35 billion, of which more than 60% came from the quick-service restaurant segment. Brazil is the largest Latin American market for fast-food, accounting for 55% of the region’s total sales, or $19.4 billion. There are 280 fast-food chains operating in the country, with over 8,600 units (ABIA, 2011). Some of these chains are international, while others are domestic. Several domestic chains expanded in the Brazilian market until they achieved national coverage, and a few of them started operations overseas, typically using franchising as their entry mode. Despite their incontestable success in Brazil, most of these chains failed in their attempts to internationalize.

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Authors
  1. Gilberto Figueira da Silva
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  2. Angela da Rocha
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  3. Henrique Pacheco
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Editor information

Editors and Affiliations

  1. Universidad de los Andes, Chile

    Leonardo Liberman

  2. Florida International University, USA

    William Newburry

Copyright information

© 2013 Gilberto Figueira da Silva, Angela da Rocha, and Henrique Pacheco

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da Silva, G.F., da Rocha, A., Pacheco, H. (2013). The Internationalization of Brazilian Fast-Food Chains: A Marketing Failure?. In: Liberman, L., Newburry, W. (eds) Internationalization, Innovation and Sustainability of MNCs in Latin America. The AIB-LAT Book Series. Palgrave Macmillan, London. https://doi.org/10.1057/9781137024138_7

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