The key success factors for assessing the Franchisability of Franchise restaurant business in Thailand.

Abstract

Due to the increasing number of franchise businesses in Thailand, particularly Bangkok Metropolitan areas, the knowledge of running franchise business has become more important than ever. Like many other business strategies, franchise is a strategy for business expansion that is not applicable to all businesses. Franchise strategy requires a business to have a proven business model, strong brand reputation, and standard training and operating system. Currently, there are many franchise brands in Thailand, which are both international and local. The most popular international franchise brands that we are most familiar with include KFC, McDonalds, Starbucks, Dunkin Donuts, etc. There are also popular local franchise brands such as Seven Eleven, Black Canyon, Daddy Dough, Chester’s, etc. The purpose of this research is to identify the key success factors, particularly for franchise restaurant businesses, which are critical to the success of franchise business. These key success factors will serve as a tool to evaluate the franchisability of franchise restaurant business. In other words, the key success factors will help businesses to determine whether franchising is suitable for them.

KEY WORDS: Franchising Key Success Factors/ Marketing Strategy/ Restaurant Franchise/ Franchisability Criteria