Johnsonville is among the latest American companies to tap into China's expanding consumer market by opening restaurants serving primarily bratwurst. Company President Bill Morgan says when the Chinese sit down at the Shanghai eatery, there not just getting a piece of American food, it's a piece of American heritage. Chinese customers can learn about the company's roots and the" little town of Johnsonville."
The Sheboygan Falls based company has tweaked the bratwurst to be more palatable for that culture. Also the Chinese can buy it as the traditional whole link in a bun, as well as an ingredient in soup or rice.
Johnsonville first expanded outside the US, exporting in the early 1990's, however this is their first venture into the international restaurant business.
Johnsonville has two restaurants one sit down and one take out style. Morgan says business is so good they want to expand to thirty restaurants in the next five years.