The Level of Sustainability to Operate a Franchised Food Outlet in South Africa: A Fast Food Industry Case
1Mtsweni L, 2Serumaga-Zake P, 3Bluemeyer A, 4Maharaj P
1Lindy Mtsweni, University of South Africa, Janadel Street, Midrand 1686 South Africa
2Philip Serumaga-Zake, University of South Africa
3Anthony Bluemeyer, University of South Africa
4Prashan Maharaj, Henly Business School, South Africa
https://doi.org/10.47191/jefms/v7-i1-47
ABSTRACT:
This study aimed to determine the sustainability of operate a franchise in the fast-food industry and operating an outlet of a particular brand. It will also close the literature gap by empirically investigating the influence of various factors on the growth of franchised fast-food outlets and the sustainability of the business operating model. The study used a sequential explan-atory mixed method design. The main finding of the study was that level of success of SMEs in operating a franchised food outlet in South Africa is generally low and operating a franchised food outlet in South Africa is not a guarantee that the business will have a sustainable competitive advantage.
KEYWORDS:
Fast Food, Franchising, Sustainability, Competitive advantage
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