Perceived vs. Actual Benefits Operating as a Fast-Food Franchisee

Abstract

The franchising form of business is experiencing rapid growth. The authors conducted a survey of 355 fast-food franchisees to determine-from two time perspectives-the benefits of operating as a franchisee, compared to independent business ownership. The franchisees' initial thoughts were obtained prior to affiliating with a franchiser, then, subsequently, as experienced franchisees. Their responses are valuable to franchisors and prospective franchisees.