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Mad for Garlic

Profile: Mad for Garlic is a restaurant chain that serves a full menu of garlic-specialized Italian dishes.Twelve years after the company introduced dishes like the Dracula Killer and the Garlic Snowing Pizza toKoreans, it is preparing to introduce its brand to American consumers.

Growth: Since opening its first location in Korea in 2001, Mad for Garlic has become one of Korea’s mostpopular restaurant chains. With the implementation of the Korea-U.S. Free Trade Agreement (KORUS FTA)and the 60th anniversary of U.S. Korean Alliance, Mad for Garlic sees now as the time to expand into the U.S.market, where it will benefit from reduced trade barriers, a pro-business environment and strong U.S.-Koreacultural ties.

Expansion in the U.S.: Mad for Garlic sees the success of many Korean brands in the U.S. as a product ofthe implementation of the KORUS FTA. U.S. Korea connections continue to flourish, from Samsung, Hyundaiand Kia to Forever 21 apparel, not to mention the ever-growing appreciation of Korean Wave pop music, filmand food. Because Koreans and Americans have increasingly similar consumer interests, Mad for Garlic seesthe success of other Korean businesses as a powerful reason to move forward with its own expansion.

Marketing in the U.S.: Still, the decision to expand is not without its challenges. the company anticipatesthat it will need to adapt to local customers' needs and tastes in the U.S. “Understanding the local market isextremely important. That’s why we’ve partnered with a U.S. consultancy to help us navigate a successfulmarket entry,” says Mad for Garlic Overseas Business & Franchise Sales Director Ted Park. “We suggestsimilar outreach for any organization looking to trade under the KORUS FTA. Whether you’re expanding intoKorea or into the U.S., finding a partner in your new market with a strong track record of success is critical.”

Benefits to the U.S.: Mad for Garlic is especially proud of the new jobs its expansion is bringing to the U.S.In addition to partnering with U.S. businesses to develop its brand nationally, Mad for Garlic’s U.S. locationswill be locally owned and operated. The owner-operators in turn are being encouraged to source foodproduct locally, supporting area farmers and growers. Thanks in large part to the KORUS FTA, Mad for Garlichas every reason to believe its expansion will bring strong mutual success for the company and its newAmerican partners.

www.madforgarlic.com