Pursuing an International Strategy

While Cookout does not seem to have any current plans to expand internationally as they just opened stores outside of NC less than 15 years ago, we feel that an international strategy would be best for Cookout to pursue. Cookouts menu is so diversified to the point where they already adhere to local responsiveness. Not to mention, Cookout utilizes elements of a cost leadership strategy by trying to offer their products at a lower price with the same level of quality as their competitors. This further supports why an international strategy would be best for them. By sticking to their current menu and not making an entire menu specific to another country, they are able to avoid the costs they would incur by strictly answering to the local market. Take McDonald's for example, they obviously have some level of local responsiveness as they offer different menus around the world. However, they still offer their key menu items such as a Big Mac anywhere in the world. The argument could be made that McDonald's menu is not as diverse as Cookouts and therefore they have to create these new menus in order to be accepted internationally. It is also important to note that by keeping the same menu or products worldwide through a international strategy, Cookout would be able to build their brand image in a way that would reflect their products. In other words, when someone thinks of where they would like a milkshake or a burger from, they will think of Cookout because it is the same quality and price anywhere in the world. 

Sources:

International Strategy: What It Is, and Why Companies Adopt It (phrase.com) 

What Is An International Strategy And Why Is It Important (scaling.partners) 

The Reason McDonald's Menus Are Different In Other Countries (mashed.com) 

Why is the McDonald's menu different in different countries? (mcdonalds.com) 

Fast Food Market Size, Share, Trends & Growth [2021-2028] (fortunebusinessinsights.com)