Significant decrease in customer demand as well as the inability of financial institutions to extend credit, the CEO and co-founder, Matt Friedman, decided to explore opportunities to expand internationally. Through their market research, Wing Zone discovered that chicken wing restaurants were not well known internationally despite the fact that chicken and spicy foods were established dietary staples worldwide. Wing Zone viewed this gap as a competitive advantage whereby they could enter the international market and quickly establish themselves as a global brand and industry leader. After significant research on consumer markets and cultural preferences, Wing Zone decided to open its first international franchise in Panama City, Panama. Opening the Panama location took 18 months in which time Mr. Friedman admits they encountered. Many unexpected issues requiring changes from their typical operating procedures. Some of these issues included expanding their floor plans to accommodate the Panamanian dining style and overcoming