FRANCHISE ADVICE


It’s a different game over there…


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his summer, all eyes are on the US. The greatest footballing tournament on


the planet is being staged on American soil for the first time in decades, and the world is watching. For those of us in the franchise industry, it also feels like the perfect moment to look across the Atlantic and ask: just how different is the franchise game over there? The UK and US share a


language, a love of business, and, on at least one side of the ocean, a huge enthusiasm for football. But when it comes to franchising, the two countries play by surprisingly different rules. The US is the undisputed


home of modern franchising. With over 800,000 franchise establishments and iconic brands like McDonald’s, Subway and 7-Eleven all born on American soil, it is the world’s most mature and most recognisable franchise market. But size and history don’t automatically make it the right opportunity for every player. Here in the UK, we’ve quietly built something rather special and understanding how the two markets differ is essential whether you’re looking to franchise your business, invest in one, or simply want to know how we compare. So here are five key


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differences between franchising in the UK and the US. Consider this your pre-match tactical research.


1. The size of the pitch Let’s start with the most obvious difference: scale. The US is a vast country of 330 million people spread across 50 states, and its franchise market reflects that enormity. There are roughly ten times as many franchise brands operating there as in the UK. On paper, that looks like a world of opportunity. But a bigger pitch also brings more competition, higher marketing costs,


and the need to adapt your brand across wildly different regional cultures, economies and consumer behaviours. What works brilliantly in Boston might completely miss the mark in Mississippi. In the UK, you are working with a more compact, cohesive market. Yes, there are real regional differences. Anyone who has tried to expand a brand from London into the North without proper thought will know exactly what I mean. But the overall landscape is far more consistent. For many franchisors, the UK pitch is not only manageable,


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