Business strategies on service quality for expanding Taiwanese restaurant chain overseas: the application of TRIZ theory and ISM

A Taiwan restaurant chain's business strategy to expand overseas is an exciting topic. The strategy intends to implement a Taiwanese restaurant chain to expand overseas stores. This study examines comprehensively by involving several methods: grey relational analysis (GRA), TRIZ and interpretive structural model (ISM). This study proves that market expansion is possible if supported by a timely innovation strategy and the right market segment. A restaurant chain concept is a new approach to global market penetration and cultural recognition. This paradigm is interesting as a new study topic for several countries with food variety, tourism potential and high-value cultures.