MODULE 1: INTRODUCTION TO

FRANCHISING
Course: Franchising
Module Title: Understanding Franchising

Learning Outcomes
At the end of this module, students should be able to:

1. Define franchising and explain its importance in business.

2. Differentiate a franchisor from a franchisee.
3. Identify the basic elements of a franchise system.
4. Explain the advantages and disadvantages of franchising.
5. Recognize examples of franchising in the business environment.

Introduction
Franchising has become one of the most successful business models in
the world. It allows businesses to expand rapidly while providing
entrepreneurs with the opportunity to operate an established brand. Many
well-known businesses such as McDonald’s, Jollibee Foods Corporation, and
7-Eleven have utilized franchising to grow their operations across different
locations and countries.
In today’s competitive business environment, franchising offers a
strategic way for businesses to expand while reducing risks associated with
starting a completely new venture. Understanding franchising is essential for
future business managers and entrepreneurs.

What is Franchising?

Franchising is a business arrangement in which one party (the

franchisor) grants another party (the franchisee) the right to use its business
name, trademarks, products, services, and operating system in exchange for
fees and compliance with established standards.
Simply put, franchising allows an individual or company to operate a
business using an already established brand and business model.

Example
When an entrepreneur opens a Jollibee branch through a franchise
agreement, the entrepreneur follows Jollibee’s standards, menu, operations,
and marketing strategies while operating the outlet.
Key Participants in Franchising

1. Franchisor
The franchisor is the owner of the business concept, brand name, trademark,
products, and operating system.

Responsibilities of the Franchisor

 Develops the business model -The franchisor creates and

continuously improves the business concept, products, services, and
operating procedures. It develops a system that can be replicated
successfully in different locations.
Example: Jollibee develops its menu, recipes, customer service
procedures, and store layout to ensure consistency across all branches.
 Provides training and support -The franchisor trains franchisees
and their employees on how to operate the business effectively. This
includes management training, food preparation, customer service,
inventory management, and financial control.
Example: Before opening a Jollibee store, franchisees undergo
extensive training to learn the company's standards and operating
procedures.
 Establishes operating standards -The franchisor sets rules and
guidelines to ensure that all franchise outlets maintain the same
quality, service, and customer experience.
Example: Every Jollibee branch follows the same food preparation
methods, hygiene standards, uniforms, and customer service practices.
 Conducts marketing and promotional activities -The franchisor
plans and implements national or regional advertising campaigns to
strengthen brand awareness and attract customers.
Example: Television commercials, social media campaigns, and
promotional events are organized by Jollibee’s corporate office to
benefit all franchise outlets.
 Protects the brand’s reputation -The franchisor safeguards its
trademark, business image, and reputation by monitoring franchise
operations and ensuring compliance with company standards.
Example: If a franchise branch fails to meet quality standards, the
franchisor may require corrective actions to protect the Jollibee brand.

Example
Jollibee acts as the franchisor by allowing qualified entrepreneurs to operate
Jollibee stores under its brand.
 2. Franchisee
The franchisee is the individual or company that purchases the right to
operate the franchise.
Responsibilities of the Franchisee
 Invests capital – The franchisee provides the financial resources
needed to establish and operate the franchise business. This includes
paying the franchise fee, renting or purchasing a location, buying
equipment, hiring employees, and covering operating expenses.
Example: A person who wants to open a Jollibee branch must invest
money for the store, equipment, furnishings, and initial operating
costs.
 Operates the business according to company standards -The
franchisee must follow the franchisor's operating procedures, policies,
and guidelines to ensure consistency throughout the franchise
network.
Example: A Jollibee franchisee must follow the company's approved
recipes, service procedures, store design, and operating policies.
 Pays franchise fees and royalties The franchisee pays an initial
franchise fee for the right to use the brand and may also pay ongoing
royalties based on sales or a fixed amount as stated in the franchise
agreement.
Example: A franchisee pays fees to Jollibee in exchange for the right to
use its brand name, business system, and support services.
 Maintains product and service quality The franchisee is
responsible for ensuring that customers receive products and services
that meet the standards set by the franchisor.
Example: A Jollibee franchisee must ensure that food is prepared
properly, served fresh, and delivered with excellent customer service.
 Manages daily operations- The franchisee oversees the day-to-day
activities of the business, including employee supervision, inventory
management, customer service, sales monitoring, and financial
management.
Example: The owner of a Jollibee franchise manages staff schedules,
monitors sales performance, orders supplies, and ensures smooth store
operations.

Example
A business owner who operates a Jollibee branch under a franchise
agreement is a franchisee.

Basic Elements of a Franchise System

A successful franchise system consists of several important components.

1. Brand Name
The recognized name and identity of the business.
Example:
McDonald’s Golden Arches logo.

2. Franchise Agreement
A legal contract outlining the rights and obligations of both parties.

Example:
The contract specifying operating procedures, fees, and business terms.

3. Franchise Fee
The initial payment made by the franchisee to acquire the franchise rights.

Example:
A one-time fee paid before opening the business.

4. Royalties
Regular payments made by the franchisee to the franchisor, often based on
sales.

Example:
A percentage of monthly sales remitted to the franchisor.

5. Training and Support

Assistance provided by the franchisor to ensure successful operations.

Example:
Employee training, management coaching, and operational guidance.

Types of Franchising

1. Product Distribution Franchise

The franchisee sells the franchisor’s products.

Examples:
Soft drink distributors
Automobile dealerships

2. Business Format Franchise

The franchisee adopts the entire business system, including branding,

operations, and marketing.

Examples:
McDonald’s
Jollibee
7-Eleven

3. Manufacturing Franchise
The franchisee manufactures products according to the franchisor’s
specifications.

Example:
A company licensed to produce and distribute branded beverages.

Advantages of Franchising

For Franchisees
1. Established brand recognition.
2. Proven business system.
3. Training and support.
4. Reduced business risk.
5. Access to marketing assistance.

For Franchisors
1. Faster business expansion.
2. Increased market presence.
3. Lower capital requirements.
4. Additional revenue from fees and royalties.
5. Greater brand awareness.

Disadvantages of Franchising

For Franchisees
1. High initial investment.
2. Limited decision-making freedom.
3. Ongoing royalty payments.
4. Strict operational standards.
5. Dependence on the franchisor’s reputation.

For Franchisors
1. Difficulty maintaining quality control.
2. Potential conflicts with franchisees.
3. Risk of brand damage from poor franchise operations.
4. Legal and contractual challenges.
Importance of Franchising in the Economy
Franchising contributes significantly to economic development by:

 Creating employment opportunities.

 Encouraging entrepreneurship.
 Expanding business operations.
 Increasing consumer access to products and services.
 Generating tax revenues for governments.

Many economies benefit from franchising because it stimulates

business growth while allowing entrepreneurs to invest in proven business
concepts.

Summary
Franchising is a business strategy where a franchisor grants a franchisee the
right to operate a business using an established brand and system. The
relationship benefits both parties through shared growth opportunities.
Understanding the franchisor, franchisee, franchise agreement, fees, and
operational standards is essential in comprehending how franchising works.
Despite its challenges, franchising remains one of the most effective
methods of business expansion worldwide.

Key Terms

Term Definition
Franchising A business arrangement allowing
the use of an established business
system and brand.
Franchisor The owner of the brand and
business concept.
Franchisee The individual or company operating
the franchise.
Franchise Agreement Legal contract between franchisor
and franchisee.
Franchise Fee Initial payment for franchise rights.
Royalty Continuing payment made by the
franchisee.
Business Format Franchise Franchise using the complete
business system.
Reflection Questions

1. Why do many entrepreneurs prefer franchising over starting a business

from scratch?

2. What are the responsibilities of a franchisor and a franchisee?

3. What advantages does franchising offer to both parties?

4. What challenges might a franchisee face when operating a franchise

business?

5. Do you think franchising is a good strategy for business expansion?

Why or why not?

Activity 1: Franchise Shark Tank

Objective
Apply knowledge of franchising by evaluating business opportunities.
Group Size: 5–6 students per group
Instructions: Each group will act as entrepreneurs who want to franchise a
business.

They must create:

Business name
Logo (simple sketch)
Products/services
Target market
Franchise fee
Benefits for franchisees

Presentation
Groups present their franchise concept in 3–5 minutes.

*Class Role
The rest of the class acts as investors and asks questions.

Sample Questions
Why should someone invest in your franchise?
What makes your franchise unique?
What support will you provide franchisees?

Reflection Activity (Exit Ticket)

Before leaving, students answer the following:
Complete the sentences:

1) Franchising is important because _______________________.

2) The difference between a franchisor and a franchisee is
_______________________.
3) One advantage of franchising is _______________________.
4) One disadvantage of franchising is _______________________.
5) A franchise business I often see in my community is
_______________________.

ACTIVITY : “Who Am I?”

Read each clue and guess the answer.
1. “I own the brand and business system.”
Answer:
2. “I pay fees to operate a business using another company’s brand.”
Answer:
3. “I am a legal contract between two parties.”
Answer:
4. “I am the initial payment made to obtain franchise rights.”
Answer:
5. “I am a continuing payment usually based on sales.”
6. Answer: