012 COMMENT DR 2/3/07 2:32 pm Page 1
EDITOR
comment
I
f you’re considering investing in a franchise but wondering
whether you could make more money by starting up on your
own, the findings of a new survey by the British Franchise
Association (bfa) will be very interesting. According to
independently conducted research (carried out by research house
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BDRC), consumers prefer to buy from franchises.
The survey asked 1,235 UK residents between the ages of 18 and
EDITOR
55: “If there were two businesses, each selling similar
PRODUCTION EDITOR
Stuart Anderson
products/service, at similar prices and were equally attractive, which
Simon Carpenter-Foster
stuarta@fdsltd.com
one would you try out first?” A clear 45 per cent said they would first
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try out a franchise over a non-franchise, while only 23 per cent prefer to use a non-
franchised brand.
From the consumer point of view, franchises are valued as being backed by a
national brand/organisation (69 per cent agreed), provide product and service
uniformity (66 per cent) at a consistent standard (64 per cent). Interestingly, the
majority also felt that franchises are more price competitive (60 per cent), keep the DEPUTY EDITOR
money in the local business community (55 per cent), make the customer feel more
Rachel Spaul
rachels@fdsltd.com
valued (54 per cent) and provide better service because the consumer is dealing
with the owner (53 per cent).
“Consumers are actively opting to purchase the goods and services delivered
by the franchise community over other alternatives,” reflects Dan Archer of the
bfa. “It is clear that the public associate franchising with numerous benefits to
customers, such as consistency in service levels, competitive prices and customer
value through personal dealings with the local owner. Combining corporate style
ONLINE EDITOR
Adam Browning
best practice with the enthusiasm of a local owner can be seen to be a recipe for
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great customer service.”
The results of this survey show that the public’s view of franchising is
becoming more and more realistic, recognising the fact that franchising bridges the
divide between the local business and the national corporation, taking benefits
from both. A franchise provides a recognisable brand and product, achieves better
prices through the national network’s bulk buying and ensure locations conform to
EDITORIAL, ADVERTISING &
set standards of service, just like a national company, but it also puts the profits in
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the hands of the local businessman, provides a localised service and the owner of
the business is more likely to be the manager on the shop floor rather than a
faceless base of shareholders.
The Franchise Magazine is published by:
One more benefit of buying that franchise: you get an
Franchise Development Services Ltd.
All correspondance to:
exclusive territory. Choose to go it alone and you might
Franchise House
find yourself competing against someone else who opted
56 Surrey Street
to go the franchise route, and end up losing all your Norwich
franchise-preferring customers.
NR1 3FD
The Franchise Magazine (TFM) is produced and published as 8 editions annually by Franchise
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Development Services Ltd. Distributed through newsagents nationwide, subscriptions,
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exhibitions, Government agencies, HM Forces, banks, professional advisers, business hotels
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and JobCentres. The British franchise industry’s leading journal, TFM addresses a potential
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estimated readership from the quarter of a million people annually seeking their own business.
© 2007 Franchise Development Services Limited (FDS). All Rights Reserved. ‘The Franchise
Magazine’ is a trademark of FDS. FDS accepts no responsibility for submitted material. Whilst
reasonable care is taken to ensure accuracy of information in TFM at time of preparing for press,
no responsibility can be accepted for the consequences of actions based on data contained
herein. INVESTMENTS CARRY RISK. Readers MUST always take relevant professional ADVICE
before entering into any contract with companies or persons mentioned in TFM editorial,
advertisements and inserts. Views expressed in TFM do not always reflect those of the
Publisher or Editors.
PLEASE NOTE THAT EDITORIAL AND ADVERTISEMENTS FOR COMPANIES FEATURED IN TFM
REPRESENT NEITHER ENDORSEMENT NOR RECOMMENDATION OF SUCH COMPANIES BY
TFM AND ITS PRODUCTION TEAM. BEFORE INVESTING, READERS MUST TAKE ADVICE FROM
PROFESSIONALS EXPERIENCED IN FRANCHISING.
Print: Wyndeham Heron Ltd. Distribution: MMC Distribution Ltd. T. 01483 211 222
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NB: © COPYRIGHT IS AND WILL BE ENFORCED FOR ALL FEATURES AND DESIGN.
Judy Seaman Roy Seaman
REPRODUCTIONS PERMITTED BY PAYMENT OF FEES. ISSN 0268-8395
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