Critics claim that size affects quality and consistency.
They believe midtier firms actually can outperform the megacompanies by using a more-focused approach. Super-players say it isn't so, arguing that combined resources, brand identity and sheer magnitude give them stronger hands in shaping the industry's future and creating a healthier bottom line. It's more efficient to have more assets and brands. You also have a greater revenue base over which to spread costs. Particularly in franchising, you have to have critical mass before you can generate invested returns on capital.