Tex-mex restaurant chain Chi-Chi's franchisee Francis Leroy has large ambitions for the international expansion of the chain, with Chinese, German and Belgian expansions planned.
Expansion in Europe and Asia
Francis Leroy holds Chi-Chi's exploitation rights for Europe, North Africa and Asia and he is very keen on expanding into new territories. He now has two restaurants in Germany and fifteen in his native Belgium, but France and the United Kingdom are the next targets.
Leroy believes a Chi-Chi restaurant per 50,000 inhabitants is a perfect balance and therefore thinks Belgian expansion - especially in the Northern area - is possible. The final goal is 50 restaurants for Belgium and 400 for the whole of Europe.
Moreover, if the two restaurants in China prove successful, Leroy also hopes to open another 50 restaurants there in the next 5 years.