Franchise Business Analysis and Forecast Using Franchise Contract Management Leverage in Chicken·Coffee Franchise Brands

프랜차이즈 계약관리레버리지를 활용한 프랜차이즈 기업의 성과 분석과 전망 -치킨·커피 프랜차이즈 브랜드를 중심으로-

This study attempts to measure the performance of franchise brands using the Enterprise Contract Management(ECM) and Franchise Contract Management Leverage(FCML). The data were collected from 14 chicken franchise brands and 16 coffee franchise brands. This research suggests some implications as follows. Chicken franchise brands are confronted with the slow growth, but coffee franchise brands still have the potential growth. According to FCML, as well, it shows that chicken franchise brands should focus on qualitative performance through franchise store management to achieve sustainability, and coffee franchise brands need the managerial strategies to maximize franchisees' sales profit, which leads increasing franchisor's business performance ultimately.