Chinese restaurant brands rethink recipe for US market

AI injects momentum

Deng Tianzhuo, chief marketing officer of Zoowork AI, said AI should be viewed not as a single tool but as part of a broader operating system that can help restaurants improve efficiency, control costs and expand more effectively.

"By analyzing information from point-of-sale systems, delivery orders, customer reviews, competitors and surrounding commercial areas, AI can help operators identify problems and business opportunities before moving on to diagnosis, execution and evaluation," Deng said.

But practical limitations remain. Rich Zhou, founder and CEO of Urbot, noted that many existing restaurants were not designed with robots in mind and often lack dedicated pathways or spaces for automated equipment. "Rather than pursuing automation for its own sake, business operators should focus on areas where technology can generate measurable improvements in efficiency," he said.

Even as technology assumes a greater role, successful globalization ultimately depends on people.

Lawyer Hu Xiaomin said Asian restaurant companies entering the US need to plan early for the movement and recruitment of key personnel, particularly businesses that depend on specialized chefs, research and development employees, store managers and operations professionals.

"For restaurant brands that rely heavily on the expertise of chefs, R&D specialists, store managers, and operations personnel, the legal entry of key talent into the US has become a critical issue that must be planned for in advance of overseas expansion," she said.