China Coast

After operating several successful locations in the Orlando area, China Coast began a rapid and ill-fated national expansion in 1993, ultimately resulting in its demise.^[11][12][2] Initial industry analyses projected success due to Americans liking Chinese food but not knowing how to cook it themselves at home.^[13] However, problems quickly mounted, including negative reviews, poor service, inadequate staff training, expensive physical design, and a complicated concept and process that were cited by the company as factors contributing to the chain's downfall.^[2] Industry analysts noted the chain's inconsistency with service and food quality, as well as expensive construction and land costs in high-profile commercial districts.^[8][14] Although the company sought to become customers' preferred option over local, independent Chinese restaurants, China Coast struggled to attract diners who preferred more authentic food and were committed to locally owned Chinese restaurants.^[13][7][15]

In 1994, expansion plans were halted after reaching a peak of 52 China Coast restaurants, up from nine at the beginning of the year.^[16][17] At the time of the chain's closing in August 1995, it operated 51 locations with about 3,000 employees in the United States.^[12][18][19] Darden spent more than US$100 million on the chain, which never turned a profit and was losing about US$7 million per quarter at the time of its closure.^[2] The chain also struggled to sell its empty locations, due to high land costs and expensive conversions needed to change the buildings' unusual design.^[14]

• List of Chinese restaurants