“FranchiseZing” - Introduction and practical implementation of the franchise system through the example of Hungarian Zing Burger & Co

Valach Beáta (2021) “FranchiseZing” - Introduction and practical implementation of the franchise system through the example of Hungarian Zing Burger & Co. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The aim of my research is to present the concept and operation of the franchise system, which is brought to life by practical examples of the Hungarian Zing Burger & Co restaurant chain and its franchise system. My personal motivation is to put the concept of franchising and its potential opportunities into a new context by understanding the mutual interest in the success of the franchise system and the business credo and business qualities of the chosen company. The research is based on five research questions, which are formulated concerning when a company develops into a franchise, what opportunities a company has after becoming a franchise, and what are the key factors that make a company's philosophy and operation in franchising successful. In addition, the methods and means of promoting franchising and collecting the motivations of entrepreneurs wishing to join franchising formed the remainder of the research questions. The background and structure of the subject were obtained through a synthesis of the literature, business and economic articles in secondary research. Subsequently, I conducted a comparative study on franchise success factors based on the individually established points of view between Zing Burger and McDonald's Corporation, which are often mentioned on the same page in the sources I read. To conduct the primary research and answer the business-specific research questions, I examined the consumer and administrator point of view to explore external and internal perspectives on the franchise system for the company chosen as an example. The methodology was implemented through a questionnaire survey from a consumer perspective and a special in-depth interview opportunity with Ádám Susánszky, the founder and franchise administrator of Zing Burger & Co. My questionnaire focused on brand awareness, a pillar of franchising, and Zing's burger market-based brand by surveying four areas: demographic identification of participants, market research and mapping of buying and consumption habits, and brand-specific questions and consumer suggestions. The in-depth interview provided unique insights from the administrator in five areas such as launching his own franchise system, describing his established franchise models, criteria for candidates to join, and describing the network's plans and opportunities for development and future. In terms of the research results, the main franchising motives were formulated in terms of raising capital, achieving a balance between sharing control and responsibility, and the results of breaking down space-time constraints, which Zing reinforced through its own example and complemented by formulating best practices and the need to standardise them. In terms of the opportunities available after franchising, the broad directions that can be outlined within the framework of different expansion and extension strategies were explored, supported by the recommendations of the brand awareness survey, and the opportunities that are validated in the administrator's views and in his network were also formulated. Nevertheless, the results of the success factors compared on an individual basis between McDonald's and Zing are distinctive in that they mainly present the same founding philosophy and provide interesting insights into the franchise context. In terms of promotion, the methods and tools of the dual marketing strategy have been formulated and reinforced by Zing, whereby it not only gains brand awareness in the consumer segment but also carries targeted messages to the specific partner segment through the tools and methods identified, which have been validated from both a consumer and an administrator perspective. Last but not least, motivational drivers were formulated in terms of the outcomes of the motives of the affiliates in general, which were also supported by the administrator in his capacity as a franchisor and by the motives offered by his system. Overall, the aim of my research, the questions, the methods of its implementation and the results, conclusions and recommendations presented, starting from the core of the franchise system, seek to provide a new perspective on its success and diversity, for which a unique Hungarian example provides guidance.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand awareness, founder philosophy, franchise, restaurant chain, Zing Burger & Co
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Ápr. 02. 09:56
Utolsó módosítás:	2022. Ápr. 02. 09:56

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