Internationalization process of h3 to the US 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

Created in 2007, h3 is a Portuguese company that operates, mainly in Shopping Centres, in the fast food industry by offering cheap and unique “gourmet hamburgers” served on plates instead of bread. In the beginning of 2011, the company started its international expansion programme by opening stores in Warsaw, Madrid and São Paulo, which were a great success; thus, the company wants to continue its internationalization to other markets. As a result, this work project focused on the expansion of the h3 company to the US market, particularly to the New York State through a master franchising agreement. Although, this agreement will have some costs, these will be overcome by the advantages of having rapid expansion as well as an increase of brand awareness.