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

Rozenn Perrigot · Gérard Cliquet

26 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Franchising Strategies and Performance Marketing and Advertising Strategies Digital Marketing and Social Media

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.

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References

2000Marketing Research: An Applied Approach 2002Information and the Change in the Paradigm in Economics 1997Using the Plural Form in the Management of Restaurant Chains 2001Silver Signals: Twenty-Five Years of Screening and Signaling 1980Information Production, Market Signalling, and the Theory of Financial Intermediation 1994The evolution of ownersip patterns in franchise systems 1992Dual Distribution and Royalty Fees in Franchising 2007Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

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2014Franchisee-based brand equity and performance 2012The plural form from the inside

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