The use of franchising as a growth strategy by US restaurant franchisors

Author: Sen, Kabir C

Source: Journal of Consumer Marketing, Volume 15, Number 4, 1998 , pp. 397-407(11)

Publisher: Emerald Group Publishing Limited

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Abstract:

The paper summarizes predictions about the use of franchising as an expansion strategy and examines them through an empirical investigation of a sample of restaurant franchisors. The restaurant industry is an appropriate field for such an investigation as franchising is extensively used in this sector. The subject of growth is also important from the consumer's perspective because of the increased desire for convenience and uniformity. The results suggest that franchising is an effective strategy for store expansion. However, larger chains have a lower need to use franchising as a growth strategy, apparently because they have their own resources. The paper also shows that the chain's mix of company owned and franchised outlets is likely to be influenced by its past growth pattern. The results indicate that a significant increase in the proportion of franchised outlets is unlikely for chains that already have a relatively high percentage of franchised outlets. This is ostensibly because synergistic benefits are achieved through having both company owned and franchised stores.

Keywords: Business Development; Consumer Marketing; Corporate Strategy; Franchising; Growth; Restaurants

Document Type: Research article

DOI: http://dx.doi.org/10.1108/07363769810226037

Publication date: 1998-04-01