Development of an Innovative Strategy for QSR Chain Expansion into Asian Markets: A Case Study of Dodo Pizza

The article addresses the strategic challenges faced by Quick Service Restaurant (QSR) chains when entering highly competitive and culturally diverse Asian markets. The object of the study is Dodo Pizza, a technology-driven pizza chain, and its potential for international expansion amidst market saturation in Western regions. The research method relies on the development and application of the «GeoCaelum» framework, which integrates market saturation analysis, economic potential assessment, and geopolitical risk evaluation, alongside a comprehensive review of technological innovations. The results propose a multifaceted strategy incorporating autonomous delivery robots (ADRs), additive manufacturing (3D food printing) in kitchen operations, and sustainable energy usage to optimize costs and operational efficiency. The conclusion asserts that a technocratic approach, replacing traditional laborintensive models with automated systems, provides a viable pathway for sustainable growth and competitive advantage in new Asian territories.