19 March 2012
Executive Brief – Bonefish Grill
Bonefish Grill currently operates in the United States with 152 locations in 28 states. The purpose of this executive brief is to determine if Bonefish Grill should expand internationally. OSI Restraints is the parent company of Bonefish Grill they also own the Outback and Carrabba’s brands. The primary benefit of expanding internally is that Bonefish would gain access to a larger market. Disadvantages of expanding internationally include risks that their product would not fit well with the country they invest in and the obstacles associated with establishing a global supply chain.
Bonefish should not expand internationally instead they should focus on expanding domestically. With only 145 (OSI Restaurant Partners) locations they have not yet saturated their domestic market therefore they do not yet have a need to gain access to a larger international market. Outback currently has 778 (OSI Restaurant Partners) domestic restaurants and Carrabba’s has 233 domestic restaurants showing that Bonefish still have a large opportunity to grow in the U.S. before pursuing international expansion.
All but seven of Bonefish’s locations are company-owned and thus allowing for higher profits. An international expansion would work best using either a franchise or joint venture that would better allow for a localization strategy and bring local experience to a new restaurant. However, with the franchise or joint venture model OSI’s profits would not be as high.

Supporting Material
PESTEL Framework for the International Restaurant Industry
Political Factors: Any international business is susceptible to the political environment of the nations in which it operates. Most likely the restaurant industry would not be targeted by political climates but rather foreign investments in the local economy.

Economic Factors: Local