The franchise sector continues to be a major player in the South African economy with steady growth shown despite tough trading conditions and is considered to be one of the more resilient sectors by entrepreneurs. However, no franchise is immune to tough economic conditions, says Morne Cronje, head of franchising for FNB Business. “Success factors vary depending on the concept, strength of the brand, management and the industry,” he says.
With tough times expected this year, here are 6 challenges that franchise owners should be preparing for, according to Cronje.
Shrinking disposable income – as the cost of living increases due to a number of economic factors, consumers are beginning to spend even less. This is one of the biggest threats facing the franchising industry.
Increasing competition (market share) – a number of foreign owned brands such as Starbucks, Burger King and Dominos have now been incorporated into the market. While this has a positive economic impact and gives consumer more choice, it significantly increases competition and puts more pressure on the performance of brands.
Cronje says the battle for market share is increasing with businesses constantly finding new ways of satisfying customers that favour value for money and convenience over price and ambience.
Rising costs – the current drought which has had a direct impact on food price inflation will significantly increase costs for franchises within the fast food and restaurant sector. With consumers already struggling due to shrinking disposable income it will be difficult for franchises to pass on these costs to them.
Furthermore, increasing electricity costs, interest rates, salaries, transport and maintenance costs are putting more strain on the bottom line of franchises.
Falling staff morale – when business condition are not great, some franchises will often not afford to hire more staff or bring in temporary staff, leaving employees severely stretched and de-motivated. Job security issues are also heightened during this time as some employees may fear losing their jobs.
Cronje says motivating staff and constantly updating them on how the business is doing is extremely important since quality customer service goes a long way during this time.
Bad debts – with interest rates likely to continue increasing throughout the year, franchises may find it difficult to service debt and borrow more money, leading to cash flow constraints.
Adapting to consumer needs – following a tried and tested model is no longer a guarantee for success in the franchising sector. Convenience and innovation in technology is increasingly becoming important to customers.
Consumers now want the option of ordering meals online and getting them delivered to their homes. Moreover, there is an emerging focus on wellbeing with consumers opting for healthier food options and ethical and sustainable business practices.