Multi‐channel communication: the case of Subway attracting new franchisees in France
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 10 May 2011
Abstract
Purpose
The purpose of this paper is to highlight the various means of communication available to franchisors in attracting prospective franchisees more effectively than their competitors. In addition, it explores the potential use of Web 2.0 resources by franchisors.
Design/methodology/approach
The simultaneous use of various means of communication by franchisors is examined through a case study. The authors have chosen one of the largest franchised chains in the world, which is in the process of expanding its chain of restaurants in many countries, with France being heavily targeted: Subway.
Findings
This case study reveals the complementarities of push communication, pull communication, and communication relayed by influencers, along with the development of new means of communication through the use of Web 2.0 tools (Facebook, LinkedIn, YouTube, etc.).
Research limitations/implications
This paper contributes to the stream of franchising and hospitality management literature. The limitations encountered stem mainly from the case study methodology.
Practical implications
The implications of this research for franchisors relate primarily to the means of communication used in order to appear more attractive in the eyes of potential franchisees. This paper also provides prospective franchisees with a list of sources available to collect useful information in selecting the best‐suited franchised chain to join.
Originality/value
Few papers have assessed the way new franchisees are attracted from a franchisor's perspective. The study of franchisor communication strategy and franchisor use of Web 2.0 resources to bring in new franchisees is indeed original, in comparison with the existing literature.
Keywords
Citation
Perrigot, R., Basset, G. and Cliquet, G. (2011), "Multi‐channel communication: the case of Subway attracting new franchisees in France", International Journal of Retail & Distribution Management, Vol. 39 No. 6, pp. 434-455. https://doi.org/10.1108/09590551111137985
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited