Internationalization process of h3 to the UK market

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Casual Fast Food is a concept within the fast food market in which consumers, who eat on the run, demand for healthier options and superior outlets’ environment. Usually, ustomers order at the counter, the ingredients are fresh, and the meals are served in real plates (Franchise Help. 2011). h3 has successfully positioned in this segment benefiting from the growth Casual Fast Food has been experiencing in Portugal. In 2011 the company began to internationalize firstly to Poland, then Spain and finally Brazil. h3 asked us the analysis of countries with high expenditure of fast food per capita such as: US, UK, Germany, France and Brazil. Those countries are potential markets to enter and/or expand in the future. Throughout my work project I developed an internationalization plan of h3 into the UK market. By internationalizing through a franchising model, h3 not only is able to enter in different markets at the same time, experiencing a fast expansion and increasing its brand recognition, but also it reduces the risk of failure in competitive markets.