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Which Factors Must a Food-Franchise in Freiburg im Breisgau Fulfill to be Successful?

  • This thesis focuses on what factors make a food- or restaurant franchise successful in general and what factors make a food-or restaurant franchise in Freiburg im Breisgau, Germany, successful. A literature research was conducted to combine these factors into a framework for food- and restaurant-franchises and potential entrants in Freiburg im Breisgau. Furthermore, a PEST- and location analysis for Freiburg im Breisgau for food- and restaurant franchises was performed. Results show that success factors break down into two main topics namely the franchisor-franchisee relationship and food- and restaurant-franchise key performance indices. Belonging to the franchisor-franchisee relationship, extensive communication and cooperation lays at the core of each successful franchise. Average check, revenue per available seat per hour, and meal duration feature important key performance indices which contribute to the franchise ́s success. Menu analysis, the nine segment matrix and good quality of food and service ensure a competitive advantage if reviewed regularly and lay the foundation of a regular customer basis. Food- or restaurant-franchises in Freiburg im Breisgau include the following success factors: offering vegetarian and vegan options, operating out of the city district of Altstadt-Mitte, and orienting prices to the industry standard although respecting locally produced ingredients. This work gives a first orientation framework for the success of franchises as well as concrete success factors for Freiburg im Breisgau, which could be tested and optimized by further research.

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Author:Simon Haldenwang
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2023
Granting Institution:Hochschule Furtwangen
Date of final exam:2023/08/31
Release Date:2023/09/01
Tag:Franchise success factors; Location planning
Page Number:69
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt