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Franchising DreamsThe Lure of Entrepreneurship in America$
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Peter M. Birkeland

Print publication date: 2002

Print ISBN-13: 9780226051901

Published to Chicago Scholarship Online: February 2013

DOI: 10.7208/chicago/9780226051925.001.0001

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Social Profile of Franchisees

Social Profile of Franchisees

(p.82) Chapter 6Social Profile of Franchisees
Franchising Dreams

Peter M. Birkeland

University of Chicago Press

This chapter introduces a typology of franchisees that cuts across King Cleaners, Sign Masters, and Star Muffler. The three types of franchisee include neo-franchisees, disillusioned franchisees, and sideliners. Neo-franchisees are outspoken critics of the franchisor and with good reason: most neo-franchisees are successful in the business. They also have full confidence in their abilities and have no doubts that they would be successful as franchisees. Disillusioned franchisees largely believe that buying a franchise was the worst decision they ever made. Sideliners are in some respects the stable backbone of the system. Sideliners are not difficult to manage compared to neo-franchisees and disillusioned franchisees. There are common experiences and uncertainties that led these franchisees to be more alike than dissimilar. Regardless of their profile, franchisees work long hours, operate six or seven days a week, and rarely take vacations.

Keywords:   neo-franchisees, disillusioned franchisees, sideliners, King Cleaners, Sign Masters, Star Muffler

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