Master of Arts (MA), Ohio University, 2019, Latin American Studies (International Studies)

This thesis strives to analyze the fast casual food market in order to understand if Chipotle would be successful in Brazil and what the concerns would be if the American chain decides to internationalize its operation to Brazil. This thesis has developed as a prospective case study based mainly on business and cultural analysis. The study analyzed Brazil by using the theory of market assessment, and also analyzed the fast casual, fast food, and food service industries and products by applying other business theories such as PESTEL, Porter Five Forces and VRIO. Furthermore, the study interviewed one entrepreneur in the fast casual industry in Belo Horizonte, Minas Gerais, Brazil to understand the local industry dynamics. Regarding all the information analyzed, this thesis creates a business model that consists on explaining how Chipotle would operate in the country. Brazil is an attractive market for Chipotle, there is room for rapid growth, and Chipotle could provide a positive impact for Brazilians.

Committee: Arthur Hughes (Committee Member); Patricia Toledo (Committee Chair); Grigorios Livanis (Committee Member); Michael Geringer (Advisor) Subjects: Business Administration; Business Community; Business Costs; Business Education; Cultural Resources Management; Economics; Finance; International Law; International Relations; Latin American Studies

Doctor of Philosophy, The Ohio State University, 2005, Human Nutrition and Food Management

Extant branding literature holds that, strong brands evoke brand associations that are differentiated readily from direct competitors. Additionally, brand theory asserts that the most powerful and enduring consumer-based brand associations deal with the intangible or abstract characteristics of the product rather than its functional or tangible attributes. To be able to understand why and how consumers evaluate brands, researchers and practitioners need a deeper understanding of the brand associations consumers develop when they use or come into contact with the brands, because brand preference is greatly influenced by the associations consumers develop. The purpose of this research was to develop a better understanding of the meaning of restaurant brands to consumers. To achieve its purpose, a multi-method research was designed to: (1) explore and examine brand associations of restaurants as described by consumers, and (2) understand the extent to which the identified dimensions of restaurant brands are prioritized by consumers in the selection of restaurants. Building on exploratory qualitative research, results of 20 interviews were utilized in data analysis. Transcription and content analysis of the interviews enabled categorization of the associations from which a model to depict the relationship between the categories of brands, restaurant sector and brand preference was developed. Hypotheses were developed from the existent literature and the results of the interviews. Through a self administered survey carried out in Study II, the conjoint analysis results indicated that: in the fine dining sector, employee-related brand associations play a significant role in consumer brand preference. In the quick service sector, price is a significant determinant of brand preference. Other findings indicate that consumer brand preference in both restaurant sectors is significantly influenced by employee competence and systems organization. Besides contributing to the meth (open full item for complete abstract)

Committee: H.G. Parsa (Advisor) Subjects: