Levendary Cafe Essay

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Introduction: Levendary Café is a brand of quick casual restaurant in U.S. for 32 years. It was built on a culture that emphasized “delighting the customer” by translating into local menu adaptions; and its character to other quick casual restaurant is that willingness to take risks. In the 2008, the company faced the problem that domestic growth was slowing, so its expansion strategy was established. Mia Foster, who was named as Levendary Café’s new CEO in January 2011, faced a critical challenge that the skepticism came from Wall Street. As she knew the condition of Levendary’s recent entry into China market would be concerned, so she wanted to break the dilemma by revising the dramatic departure caused by Louis Chen, president of Levendary China. As expanding of expansion strategy, Louis Chen, who had experience working in China, was hand-picked president of Levendary China. Louis Chen did do good job for Levendary Café in China market. He had opened 23 stores in big cities like Shanghai and Beijing in one and half years, and turned a profit; built a whole market supply chain. All these achievement were achieved with little help from the home office, so it was amazing. However, due to understanding of the Chinese market, Louis did many changes to meet market demand; those changes had departures from Levendary U.S. concept. Such as plastic chairs and dumplings, made the CCO Lucian Leclerc indignant, he said: “This is a pure disaster.” Mia Foster tried to persuade Louis to correct the departure. While Louis insisted on his own mode with the reason that he knew more about China market than them who only sat in the home office and his achievement was obvious. There was no pretense to let him stop his work in China. Finally, Mia Foster wanted to visit the Chinese operations and talk with Louis Chen faced to faced, attempted to find out the solution of Levendary

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