Pollo Campero in the United States Lead Author Esteban R. Brenes. INCAE Business School P.O Box 960-4050, Alajuela, Costa Rica
[email protected] Telephone (506) 2437 2100 Fax (506) 2433 9101 Coauthor Daniel Montoya C. INCAE Business School PO Box 960-4050, Alajuela, Costa Rica
[email protected] Telephone (506) 2437 2100 Fax (506) 2433 9101 Coauthor Amitava Chattopadhyay INSEAD Business School 1 Ayer Rajah Avenue, 138676 Singapore
[email protected] Telephone (65) 6799 5494 Fax (65) 6799 5446 Contact author: Esteban R. Brenes 1 Abstract The case is in-depth and complex and is suited for use with advanced MBA and EMBA students, as well as practitioners The case describes how Pollo Campero, a Guatemalan chicken restaurant chain, introduced its brand in the US. The case has been structured to present enough information for the reader to decide in which segment or segments Pollo Campero should target and with what strategy. The goal of the case is to learn about building brands from emerging markets; to learn about the process of internationalization of a brand from an emerging economy; and to illustrate a brand expansion beyond its segment of origin. Key words: Pollo Campero, brands, strategy, segment, emerging economy, internationalization 2 Pollo Campero in the United States It was a steamy 2010 hot summer afternoon in Dallas. In his air-conditioned office in the Lincoln Centre Tower II, Roberto Denegri, President of Pollo Campero USA, grappled with the question of what Pollo Campero’s strategy to growth should be, considering a sustainable business plan.