Product Description

Introduction

The project describes how the Dutch fast-food restaurant chain Wok to Walk is establishing its international operations on the Russian market. The aim of the project is to describe the international relations between two counterparts: WOK TO WALK Franchise BV, located at Leidsestraat 96, 1017 PE Amsterdam, the Netherlands, and LLC Wok To Walk Russia, located at Stremyannaya Street, 20, 191025, Saint Petersburg, Russia. For the aims of this project WOK TO WALK Franchise BV is referred to as the “Seller” or the “Franchisor” and LLC Wok To Walk Russia is referred to as the “Buyer” or the “Franchisee”.

The structure of the project looks as following: firstly, the product is described and the selection of the market is justified. Secondly, the initial offer from the Seller to the Buyer is described. Thirdly, the chosen international operation and intermediary type are discussed. Finally, the possible future benefits and caveats are assessed.

Product description and selection of the market

Product Description

Wok to Walk is a fast-food restaurant specialized in hot, wholesome, affordable food, which is cooked in front of the visitors. It has 3-step menu, so people can choose the base for the wok, then add 'favourites' and combine it with sauce. The food itself is considered fast, although healthy and nutritious and very variable.

The first restaurant was open in late 2004 in Amsterdam and it proved instantly popular, and new branches soon began to open throughout the city. Since then, it haven't stopped growing and open franchise in 9 countries. Now Wok to Walk is presented in Bulgaria, Colombia, France, Germany, Latvia, Lithuania, Mexico, Poland, Portugal, Spain, the Netherlands and United Kingdom[1].

Wok to Walk concept is to deliver to its customers a 'different kind of fast food'[2]. The restaurant was created 'to fill a gap' in quick-service meal market. However, the food is considered both healthy and wholesome, which helps the company to attract lots of different customers. The target group are people from 15 to 30, mainly students or young workers, people with active lifestyle or those who just use transit point in a radius of 500 meters. The main features of Wok to Walk clients are high time constraint, foreign visitors, who used to go to the restaurant in domestic city, friendliness and open mind.

Дата добавления: 2015-08-18