A Research Study on Effective Growth of Franchise Business Model in Cafe & Restaurant Sector in Ahemdabad City

Sujal Shah; Tehrim Khokhar; Jignesh Vidani

doi:10.59890/ijbmp.v2i5.2608

Authors

Sujal Shah L.J. Institute of Management Studies, LJ University
Tehrim Khokhar L.J. Institute of Management Studies, LJ University
Jignesh Vidani L.J. Institute of Management Studies, LJ University

DOI:

https://doi.org/10.59890/ijbmp.v2i5.2608

Keywords:

Franchise Business Model, Cafe and Restaurant Sector, Franchisee Perceptions, Competitive Dynamics

Abstract

The growth of the franchise business model in the café and restaurant sector in Ahmedabad is examined in this study, with a focus on franchisee perceptions across different age groups. Data from 172 franchisees were analyzed using a quantitative approach to test ten alternate hypotheses related to operational aspects such as training adequacy, brand recognition, and market competition. The results revealed consistent perceptions among franchisees, with no significant differences across age demographics. Specifically, franchisees uniformly accepted perceptions regarding the effectiveness of the franchise model, adequacy of support, and the influence of brand recognition, indicating a strong alignment in understanding the model's benefits. However, the findings also emphasized significant competition from local independent cafés, highlighting the need for strategic adaptations. The study's practical implications suggest that franchisors should prioritize standardized training and support systems, improve marketing strategies, and cultivate strong franchisee-franchisor relationships to drive growth. The research underscores the importance of addressing competitive dynamics and continuously improving support systems. Future research is recommended to explore longitudinal impacts, diverse demographic influences, and the integration of digital transformation within franchise operations. This study provides valuable insights into franchise effectiveness, offering guidance for practitioners seeking to optimize franchise performance in the café and restaurant sector

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