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“The results of the survey show that the customer
doesn’t perceive a difference between a franchise
like Subway and a chain like Pizza Express,
demonstrating clearly that the franchise model works
in setting and maintaining standards,” he said.
“But it is clear that the average high street
shopper is unaware of how a franchise actually
operates.
“Only 60% of people could give the correct
definition of a franchise as ‘the right to market a
product or provide a service, often exclusive to a
specific area, as granted by a manufacturer or
company’.
“The remainder thought a franchise was a small,
independently owned business which used the same
name as a national chain.”
These results could have a significant impact on the
recruitment of franchisees for the future, as the
lack of awareness of what franchising is could stop
people considering it as a career option, according
to Tony.
“There is some confusion about what a franchise
actually is, which is added to by the use of the
word to refer to other things like films or books,”
said Tony.
“And if people don’t know about the opportunities
available in franchising it could stop them
considering it as a way of starting their own
business.
“It is up to both franchisors and franchisees to
promote and celebrate their successes and to stop
hiding on the high street.”
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Franchise Consultants based in the North
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