With more operators expanding internationally, many still approach market entry with limited preparation. When performance declines, the first reaction is often to renegotiate rent. Odwarka and Doughty argue that this approach is outdated. Instead, landlords must invest in practical support structures – local regulatory guidance, operational insight, and market intelligence – to help brands succeed in new environments.
Europe, not an Easy Market
Despite its appeal, Europe remains a highly competitive, saturated landscape. Many concepts fail because they underestimate cultural differences, entrenched local habits, or operational realities. Franchising, often seen as a shortcut to growth, also demands far more strategic groundwork than many brands expect.
Margins Are Tight – and Getting Tighter
Post-pandemic turnover may look healthy, but profitability is under intense pressure from labor costs, supply chain disruptions, and digital investment. The notion that operators are earning strong margins – and can absorb rising rents or service charges – is increasingly unrealistic.
Consumers Have Changed the Rules
Loyalty is down, choice is up, and younger demographics defy traditional marketing logic. Guests move quickly among competitors, pushing operators toward app-based loyalty and experience-driven concepts. The rise of temporary and immersive attractions – like ABBA Voyage – demonstrates that consumers want immediacy, novelty, and relevance.
A More Collaborative Future
Both experts believe the industry is moving toward a more interconnected community, where sharing knowledge – even among competitors – strengthens the entire ecosystem. For landlords, the priority must shift toward flexibility, diverse leasing approaches, and genuine partnership with operators.
Will & Johnny’s message is clear: supporting operator success is no longer optional – it is fundamental to the long-term performance of retail assets.
Learn more from Will & Johnny and watch the video below.
Will Odwarka
Will Odwarka is the Founder and CEO of Dubai-based firm Heartatwork Hospitality Consulting since 2019, and a member of the ACROSS Advisory Board. He was born and raised in Vienna, Austria. He has 30+ years of experience leading international strategic growth and development, Franchise and partner management, and F&B operations. He successfully opened over 1000+ outlets in over 40 countries for renowned global players such as McDonald’s, Starbucks, Burger King, Costa, and Wendy’s and smaller players like Creamscafe and Coffeeshopcompany. He strongly focuses on international market entry for F&B players, brand and investor scouting, and AI in hospitality in the Middle East and Europe.
Jonathan Doughty
As a highly experienced F&B professional, Jonathan Doughty has worked at all corporate levels, and has held both executive and non-executive board roles, as well as special advisory appointments and acted in training roles. He has extensive experience around the world in hospitality, property, food and beverage and commercial real estate. Having worked remotely, in situ and on demand in over 30 countries, he is recognised as a leading professional in both the foodservice and commercial property industry.
