Hai Di Lao, the most renowned hotpot restaurant in China, is a tech-savvy and highly customer-oriented enterprise. This hotpot chain born in Sichuan, with 75 branches in China and Singapore, has just launched its first US location in Arcadia this fall.

Hai Di Lao’s success in China mainly due to its meticulous customers services which go beyond the service that a normal restaurant provide. When waiting for tables, customers can play board games, use the Internet, eat unlimited snacks, or even get a manicure and shoeshine. Moreover, when having food, Diners can watch shows performed by “noodle masters”. And diners are provided hair ties and eyeglass wipes to clean off steamy lenses.

This service concept works pretty well in China while it does not seem suitable for the US market.  From Americans ‘views, doing manicure in a restaurant is considered improper and keeping asking customers’ demands is uncomfortable. Even worse, there is no English menu and English operator in the restaurant.

Hai Di Lao exceeds its competitors in providing extraordinary services. However, what it should do is to make itself localized in the US market by repositioning and creating a new frame and strategy. To transit from national to international, Hai Di Lao should better take into consideration the culture difference and broaden its horizon.

Resource: http://online.wsj.com/article/SB10001424127887324767004578485361216000412.html