spotlight on us
One Giant
Why do franchisors
Leap
crossing the Atlantic
need a good map and
guide?
Peter Stern reveals…
In spite of the economic downturn, easy: 50 states, four time zones, ‘the American way’, careful thought
the US is still a magnet for many a widely varied geography and and planning are essential. To begin
UK franchisors. The sheer size of it, climate, not to mention a different such a journey without carrying out
the diversity of the marketplace and legal system, can make the initial a high level of due diligence will
the fact that it’s the very birthplace attractiveness of the US seems only serve to increase the chances of
of business format franchising, are suddenly underwhelming. failure in the early stages, particularly
just some of the factors that entice Like navigating the backwaters of in the current financial climate,
franchisors thinking of international the Mississippi river, taking a UK therefore making painstaking
expansion. The fact that there is no franchise to the US is likely to be a preparation a must.
language barrier, and only a few complex and challenging process –
minor cultural differences to contend even with a good skipper at While many US companies have
with, also makes the US seem like the the helm! successfully expanded into the UK,
most logical first step for franchisors including instantly recognisable
moving towards global growth. As a UK franchisor, before embarking names such as Domino’s Pizza,
But, of course, things are never that upon international network growth McDonald’s and Subway – all of
Franchisor News | 21
FN_PG21-23_Spotlighton_WIN09.indd 2 21/09/2009 17:47
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