The Overseas Brands & Products Succeeding in the U.S.
There’s been a lot of press lately about an “invasion” of restaurant chains from overseas. It’s much bigger than that. In the food and beverage industry, it expands to include grocery aisles, liquor stores, bar menus, and even retailers.
In 2005, author Thomas Friedman argued in “The World is Flat,” that the internet, technology and outsourcing had “leveled the playing field” for innovation. Roughly twenty years ago, analysts began to sound an alarm bell – that the U.S. no longer held a monopoly on ideas or the capabilities to execute them.
Today, there’s plenty of evidence to point to an influx of new concepts, business models, and brands – as well as the U.S. consumers drawn to them.
CPG
In the aisles, Numerator illuminates the “high-performing brands” of 2025:
- Barebells protein bars (Sweden)
- Amos Peelerz gummy candy (China)
- Red Bull energy drink (Austria)
- NatureSweet tomatoes (Mexico)
- La Banderita tortillas, etc. (Mexico)
- Belgian Boys waffles, pancakes, crepes (Belgium)
- BEAR Real Fruit snacks (UK)
- Siggi’s Dairy yogurt (Iceland)
- De Cecco pasta (Italy)
- And private label lines: Natures Nectar, Earthly Grains, Happy Harvest, Fremont Fish Market (ALDI) (Germany)
Spirits/Cocktails
In the beverage space, Datassential includes the following imports in their top picks for 2026:
- Arak, a Middle Eastern anise-flavored spirit
- Carajillo, Spain’s alternative to the espresso martini
- Chicha, Latin America’s fermented beverage from maize
- Dampfbier, Bavaria’s traditional brew
- Roggenbier, Germany’s rye-forward beer
- Kanna, South Africa’s functional, botanical, mood-altering drink infusion
- Raicilla, Jalisco’s cousin to tequila
- Rakija, the Balkan’s fruit brandy
- Yemeni Coffee Houses, incorporating authentic coffee and rituals
Restaurant Chains
In away-from-home, experts refer to a “restaurant reckoning” where rising costs coupled with changing diner preferences trigger chain failure. Those closures are especially acute in QSR, casual and family dining, and even the formerly impenetrable fast casual segment. At present, even Starbucks is struggling.
Eyeing opportunity, international brands have landed to close the gap – leveraging speed, value, adventure, and novelty. Asian concepts currently dominate the list:
- Din Tai Fung, considered “The World’s Greatest Dumplings” by Forbes, cited as “America’s Most Successful Restaurant Chain” by the Wall Street Journal, a “top earner” by Bloomberg, and celebrated with the “highest ACV in the industry” by Restaurant Business in 2025
- Jollibee, a 10,000-unit Filipino chicken chain – with 107 units in the U.S. – currently preparing for an IPO
- Luckin Coffee, and Cotti Coffee exploiting Starbucks weaknesses via automation and deep discounting; both hailing from China
- Black Sheep Coffee, originating “across the pond” in the UK, and seeking to differentiate through 100% robusta beans vs. the traditional arabica
- Chagee, a modern Chinese tea house, propelled by a “rags to riches” founder’s story, gorgeous décor and packaging, and signature milk tea lattes
- Gong cha, a Taiwanese-based bubble tea chain with 21,000 global locations, including 240 in the U.S., known for customization and a special milk foam
- Mixue, a kitschy, mascot-loving, Chinese value brand for ice cream treats and coffee
- Eataly, an Italian food hall and marketplace, with 40 global locations, including 13 in the U.S.
- All’Antico Vinaio, an Italian sandwich shop hailing from Florence, with 18 U.S. locations and counting, as well as presence in London, Rome, and Paris
C-Stores
In convenience store news, we note South Korean CU locations entering Hawaii, and 7-Eleven bringing their renowned Japanese-style egg sandwiches to the West
Grocery
And finally, while Krogers and Albertsons announce closures, German-based ALDI plans U.S. expansion for an additional 180 stores by the end of 2026
The above successes are no coincidence. Each is chasing a white space that U.S. brands have missed. To us this suggests several things – that loyalty is no longer a given, the competitive set has widened to include imports, and consumers are hungry for alternatives. We recommend keeping an eye on innovators, (e.g., understanding global food trends outside of flavor profiles and cuisines), positioning yourself as a sourcing partner for market entry, and reimagining your value offerings for a volume play in these endlessly trying times.
Katherine Plueger
Vice President, Strategy & Insights at JT Mega
Katherine Plueger conducts category, competitive and consumer research to develop the actionable insights that lead to better strategy for our clients.
