Title: The critical success factors of restaurant franchisors in Lebanon

Authors: Lindos Daou; Nathalie Nasr; Marwan Azouri

Addresses: Effat University, Jeddah, KSA ' F&B Industry, Dubai, UAE ' Notre Dame University, Zouk Mosbeh, Lebanon

Abstract: This research aims to determine the effect of selected organisational factors on the success of Lebanese restaurant franchisors. It will identify the critical success factors of Lebanese restaurants facilitating their expansion and growth. The research is based on a quantitative study that examines the dependency of franchise success on five specific factors studied in this research (preset and definitive franchisee selection criteria, internationalisation at a shorter length of time, years of experience in the food and beverage (F&B) and/or the franchise business, proportions of company owned outlets versus franchised outlet and short payback period on the return on investment (ROI) of the franchised outlet). Results revealed that success of franchising depends on a variety of factors some of which were already tackled in this research: internationalising at the right time, years of experience in the F&B and/or the franchise business, and proportions of company owned outlets versus franchised outlets.

Keywords: franchisors; franchise industry; Lebanese restaurants; internationalisation; Lebanon.

DOI: 10.1504/EMJM.2023.130044

EuroMed Journal of Management, 2023 Vol.5 No.2, pp.168 - 184

Received: 28 Oct 2022
Accepted: 04 Nov 2022
Published online: 04 Apr 2023 *

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