Home grown Middle Eastern franchises: Prospects for the future

This research explores the local factors that drive the competitiveness of Middle Eastern food service franchises in international markets. The literature on franchising is largely concerned with the success and competitiveness of Western franchises in global markets, with little information on the Middle East. This is despite its relevance as a major franchise market, with an economy shifting towards oil-alternative businesses. When referenced, the region is depicted solely as a host to foreign franchise operations, overlooking the opportunities of local businesses to adopt franchising as a strategy for international expansion. A qualitative case study methodology is applied to prominent food service franchises from Lebanon and the United Arab Emirates. The cases highlight real experiences of success and failure in specific regional and international markets, and suggest that culture contributes to international competitiveness. Implications for future research are discussed