Franchised fast food brands: An empirical study of factors influencing growth
Orientation: Franchising is a popular and multifaceted business arrangement that captures a sizeable portion of the restaurant industry worldwide. Research purpose: The study empirically investigated the influence of various site location and branding factors on the growth of franchised fast food r...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2017-03-01
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| Series: | Acta Commercii |
| Subjects: | |
| Online Access: | https://actacommercii.co.za/index.php/acta/article/view/431 |
| _version_ | 1818117290912120832 |
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| author | Christopher A. Wingrove Boris Urban |
| author_facet | Christopher A. Wingrove Boris Urban |
| author_sort | Christopher A. Wingrove |
| collection | DOAJ |
| description | Orientation: Franchising is a popular and multifaceted business arrangement that captures a sizeable portion of the restaurant industry worldwide.
Research purpose: The study empirically investigated the influence of various site location and branding factors on the growth of franchised fast food restaurant brands across the greater Gauteng region.
Motivation of the study: Researching which factors influence the growth of franchised fast food restaurant brands is important for an emerging market context such as South Africa when considering the marked increase in the consumption of fast foods.
Design: A sample of 140 customers was surveyed from 12 leading franchised fast food outlets. Primary data were collected for various items representing site location and brand factors. Regression analysis was used to test the hypotheses.
Findings: The overall findings showed that convenience and central facilities of a retail location are positively and significantly associated with the growth of the franchise fast food outlet. Practical implications: The study findings have implications for practitioners who need to take into account which factors influence revenue growth, since targeted interventions may be required to implement sustainable strategies by franchisors.
Contribution: The findings may serve as a catalyst for this growing and important activity in South Africa and other emerging markets. |
| first_indexed | 2024-12-11T04:36:04Z |
| format | Article |
| id | doaj.art-46ac911fc357472aa4cc762ba5b41e79 |
| institution | Directory Open Access Journal |
| issn | 2413-1903 1684-1999 |
| language | English |
| last_indexed | 2024-12-11T04:36:04Z |
| publishDate | 2017-03-01 |
| publisher | AOSIS |
| record_format | Article |
| series | Acta Commercii |
| spelling | doaj.art-46ac911fc357472aa4cc762ba5b41e792022-12-22T01:20:43ZengAOSISActa Commercii2413-19031684-19992017-03-01171e1e810.4102/ac.v17i1.431273Franchised fast food brands: An empirical study of factors influencing growthChristopher A. Wingrove0Boris Urban1Graduate School of Business Administration, University of the WitwatersrandGraduate School of Business Administration, University of the WitwatersrandOrientation: Franchising is a popular and multifaceted business arrangement that captures a sizeable portion of the restaurant industry worldwide. Research purpose: The study empirically investigated the influence of various site location and branding factors on the growth of franchised fast food restaurant brands across the greater Gauteng region. Motivation of the study: Researching which factors influence the growth of franchised fast food restaurant brands is important for an emerging market context such as South Africa when considering the marked increase in the consumption of fast foods. Design: A sample of 140 customers was surveyed from 12 leading franchised fast food outlets. Primary data were collected for various items representing site location and brand factors. Regression analysis was used to test the hypotheses. Findings: The overall findings showed that convenience and central facilities of a retail location are positively and significantly associated with the growth of the franchise fast food outlet. Practical implications: The study findings have implications for practitioners who need to take into account which factors influence revenue growth, since targeted interventions may be required to implement sustainable strategies by franchisors. Contribution: The findings may serve as a catalyst for this growing and important activity in South Africa and other emerging markets.https://actacommercii.co.za/index.php/acta/article/view/431franchisesite locationconveniencecentral facilitiesgrowthSouth Africa |
| spellingShingle | Christopher A. Wingrove Boris Urban Franchised fast food brands: An empirical study of factors influencing growth Acta Commercii franchise site location convenience central facilities growth South Africa |
| title | Franchised fast food brands: An empirical study of factors influencing growth |
| title_full | Franchised fast food brands: An empirical study of factors influencing growth |
| title_fullStr | Franchised fast food brands: An empirical study of factors influencing growth |
| title_full_unstemmed | Franchised fast food brands: An empirical study of factors influencing growth |
| title_short | Franchised fast food brands: An empirical study of factors influencing growth |
| title_sort | franchised fast food brands an empirical study of factors influencing growth |
| topic | franchise site location convenience central facilities growth South Africa |
| url | https://actacommercii.co.za/index.php/acta/article/view/431 |
| work_keys_str_mv | AT christopherawingrove franchisedfastfoodbrandsanempiricalstudyoffactorsinfluencinggrowth AT borisurban franchisedfastfoodbrandsanempiricalstudyoffactorsinfluencinggrowth |