category of our survey than do franchisees
at brands costing more than $100,000. The
most significant difference (4 percentage
points) is seen in the area of Franchise
Training & Support. Included in the
Training & Support category are questions
about a franchise company's marketing and
technology, so the high satisfaction in this
area may prove low-cost doesn't necessarily
mean fewer resources available from the
franchisor. The highest rated categories in
our franchisee satisfaction survey are Core
Values (of the franchisor) and Franchisee
Community.
We recommend prospective investors
carefully look at a brand's franchisee
community and ask current operators
speci f ica l ly about i t whi le they 're
conducting their research. Especially at the
low-cost level, the franchisee community
may play a big part in terms of advice and
110 | BusinessWorld | August-September 2014
