Franchising in Food Industry in Turkey

INDEX

1. Introduction 3

2. Literature Review 4

2.1. The Assessing of Franchising with General Aspect 4

2.1.1. Significance of Franchise System 4

2.1.2. Franchising Configurations and Transitions 6

2.1.2.1. The Franchise Option 7

2.1.3. The Relationship in Franchising 8

2.2. Retail Franchising 9

2.2.1. Theoretical Background 10

2.2.1.1. Resource scarcity 10

2.2.1.2. Transaction/Agency Theory 10

2.2.1.2.1. Agency theory as an explanation for international retail franchising 11

2.2.2. Business Risk 11

2.2.3. International Retail Franchising and Information Asymmetry 11

2.2.4. The Future for Retail Franchises 11

2.3. Franchising in International Markets 12

3.Interview Section 13

3.1. The Aim of This Part 13

3.2. The Analyses of Fast Food Sector 13

3.2.1. McDonald's 14

3.2.1.1. The History of McDonald's 14

3.2.1.2. Franchising in McDonald's 14

3.2.1.2.1. Purchasing Franchise 14

3.2.1.2.2. Qualifications for Franchising 15

3.2.1.2.3. Training for Franchise in McDonald's 16

3.2.2. Little Ceasars 16

3.2.2.1. The History of Little Ceasars 16

3.2.2.2. Franchising in Little Ceasars 17

3.2.2.2.1. Purchasing Franchise 17

3.2.2.2.2. Qualifications for Franchising 17

3.2.2.2.3. Support and Training for Franchise in Little Ceasars 17

3.2.3. Domino's Pizza 18

3.2.3.1. The History of Domino's Pizza 18

3.2.3.2. Franchising in Domino's Pizza 18

3.2.3.2.1. Purchasing Franchise 18

3.2.3.2.2. Qualifications for Franchising 18

3.2.3.2.3. Supports and Training for Franchise in Domino's Pizza 19

3.2.4. Burger King 19

3.2.4.1. The History of Burger King 19

3.2.4.2. Franchising in Burger King 20

3.2.4.2.1. Purchasing Franchise 20

3.2.4.2.2. Qualifications for Franchising 20

3.2.4.2.3. Supports and Training for Franchise in Burger King 21

3.2.5. Otantik Kumpir 21

3.2.5.1. The History of Otantik Kumpir 21

3.2.5.2. Franchising in Otantik Kumpir 21

3.2.5.2.1. Purchasing Franchise 21

3.2.5.2.2. Qualifications for Franchising 22

3.2.5.2.3. Supports and Training for Franchise in Burger King 22

4. Conclusion 23

5.References 24

6.Appendix 26

6.1.Interview Questionnarie 26

6.2.List of Interviewees 27

1. Introduction

A franchise is a continuing relationship between the franchisor and franchisee in which the sum total of the franchisor's knowledge, image, successes, and manufacturing and marketing techniques are supplied to the franchisee for a consideration that can be for a fixed fee, a percentage of sales or the purchase of the franchisor's product or service in which there is an established profit [13]. Mostly, franchising system comprises of franchisors that improve product or service ideas and suggest these ideas to franchisees that allow to sell product or service, use their own brand name and provide royalties to franchisors. While franchisors supply product development ideas, brand names, marketing