Multi‐channel communication: the case of Subway attracting new franchisees in France

Rozenn Perrigot (Graduate School of Management (IGR‐IAE), University of Rennes 1 and ESC Rennes, Rennes, France)
Guy Basset (Graduate School of Management (IGR‐IAE), University of Rennes 1, Rennes, France)
Gérard Cliquet (Graduate School of Management (IGR‐IAE), University of Rennes 1, Rennes, France)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

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

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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