In today's globalized world, businesses look to expand to have a global presence. Restaurant businesses have expanded internationally using franchising. This study sought to determine the critical success factors (CSFs) of a franchised restaurant system entering the Kenyan market from the franchisors' perspective. It sought to establish how franchisors define, identify, and evaluate success. This study provides a theoretical framework that helps to understand the background of why organizations seek to expand using franchising method and consequently the CSFs of franchised restaurants entering the Kenyan market. The study used qualitative methodology with the use of in-depth interviews for collecting data. The results yielded CSFs from the franchisors' perspective. As revealed by the study, the CSFs include brand power/concept, competitive environment, government policies, distance management, cultural appeal, excellent selection of franchisees, good site/location selection, good relationship with the franchisees, and proper contract management. These findings can be used by restaurant franchises that seek to establish successful businesses in the Kenyan market and other similar regional markets. The Africa franchise partners may also find some useful information from this article as they seek to set up the Franchise Association of Kenya. Other franchise businesses may also benefit from some aspects of the study.
The study sought to investigate the market profiling and positioning of park branding in Kenya. Tourism arrivals in Kenya are currently spatially concentrated in only six parks, which receive 81% of the total number of visitors to the country's 26 wildlife sanctuaries. A descriptive survey design was adopted in the study. Two‐stage cluster sampling technique was adopted. The focus of the study was on four protected areas within the Central Tourism region, Kenya. Cluster analysis indicated that the park brands attracted differentiated cluster segments. The results implied that tourism marketing and promotion ought to design, package and promote the brand differently to meet targeted needs of these segments. Copyright © 2015 John Wiley & Sons, Ltd.
This article seeks to determine the critical success factors for franchised restaurants entering the Kenyan market from the customers’ perspective. We used a quantitative methodology by taking a survey. The respondents were identified using convenience sampling. A sample of 389 franchised restaurant customers was drawn and a response rate of 98.7% was obtained. It is suggested that the critical success factors for franchised restaurants from customers’ perspective include good and consistent products and product range (menu mix), competent staff who were clean, warm, courteous and welcoming, a pleasant and clean atmosphere, reasonable and stable prices of products and a convenient location with efficient service. This paper has added value in theory by identifying the critical success factors for franchised restaurants entering the Kenyan market from customers’ perspective. The findings can be used by restaurant franchises that seek to establish successful businesses in the Kenyan market and other similar regional markets.
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