Jr. In today's marketplace, franchises are ubiquitous. If you wish to purchase a hamburger, stop at a motel for the night or have the oil changed in your car, you are able to avail yourself of any number of franchises that will fulfill your needs. The reason consumers flock to franchises is simple.
Franchise stores provide their customers with a uniform shopping, dining or motoring experience.
In a highly mobile society like the United States, such uniformity in selection, service and quality is important to consumers, who appreciate the fact that, whether they are in Pittsburgh, Pennsylvania, or Pittsburg, Kansas, the distant outposts of their favorite franchises will be similar to the ones they left at home. Franchisees, similarly, like the fact that they are connected to a larger, brand-name entity that consumers are likely to recognize immediately as a purveyor of quality goods or services. Not unexpectedly, therefore, franchise systems promote the uniformity of that experience by actively cultivating their chosen personas with advertising and marketing. Nonetheless, the individual franchisee remains a vital cog in the machinery of a franchise system. For example, if a franchise located in Pittsburg, Kansas, offers poorer or inconsistent levels of quality, selection and service, as compared with other franchises, a visitor from Pittsburgh, Pennsylvania, might leave the Kansas franchise wondering about poor treatment or unavailable product.