Факторы, влияющие на выбор франшизы в ресторанной индустрии на российском рынке и роль диджитализации в них

The modern franchise market in Russia is actively growing and changing. In 2019 alone, the increase in restaurant industry amounted to more than 19% in the number of franchises (BCG, 2019) available for purchase. Currently, in Russia, the number of population, employed in franchised networks is more than 1.5 million people. One of the main drivers of market growth was the digitalization of the industry and the emergence of digital platforms that allow companies perform more efficiently and cut the scaling costs. Many investors and potential businessmen are thinking of buying a franchise. However, on the other hand, at the moment there are a huge number of franchises, but there is no system of objective assessment of the attractiveness of one or another option. Moreover, it is still not clear how digitalization in the future will affect the franchising market and what benefits it can bring to new players in the market.
Research gap
The Russian franchise market is poorly studied, and there is currently no framework for evaluating the prospects for choosing a particular franchise, especially in the restaurant industry. There are similar studies abroad, but they do not take into account the latest trends, such as digitalization of the industry.
Research goal
The goal of the current study is to identify the factors that influence the choice of a particular franchise in restaurant business by an investor, as well as to assess the impact of digitalization on the attractiveness of contemporary franchising offerings.
Research questions:
1. What factors influence an investor’s choice of a particular franchise in restaurant business?
2. How does digitalization of franchising affect the company’s advantages in the franchising market?
The result of the work will be the formation of a framework that will allow identifying the most attractive factors when choosing a franchise by an investor. From the point of view of the managerial implication, using the framework will allow companies to improve the weaknesses of their business models and work on the attractiveness of franchises.