Franchising is booming in China, and it has become one of the most concerned business models in China in this century. It is affecting and changing our material life and spiritual life, bringing impact to our related industrial economy, but also bringing new vitality. Nowadays, franchising has penetrated into every economic and cultural field of our real life, such as catering, commerce, retail, leisure and entertainment, tourism, automobiles and services, household cleaning, laundry services, education and supplies, bodybuilding services, real estate and other fields. While we appreciate the convenience and benefits brought by different licensed brands at home and abroad, we also appreciate the changes and impacts brought by different cultures and values to our spiritual world.

In fact, many entrepreneurs in China have realized that franchising is one of the effective strategies that can make enterprises grow rapidly without increasing their overall costs.

as we know, "franchising means that the franchisor grants its own trademarks (including service trademarks), trade names, products, patents and proprietary technologies, business models, etc. to the franchisee in the form of contracts, and the franchisee engages in business activities under the unified model of the franchisor according to the provisions of the contract, and pays corresponding fees to the franchisor."

in fact, in the process of granting trademarks, products, patents, proprietary technologies and business models by franchisers, a culture is also exported, which includes the values, product culture, corporate culture and regional culture of the franchised enterprises. In a sense, franchise brand is a successful spiritual and cultural wealth summed up by franchisers through decades of business practice. Therefore, the cultural gold content of the franchisor and its franchise brand is the key to judge the value of its franchise brand. It can be said that the essence of brand output of catering franchise is the output of catering culture.

A brand is the sign and spokesman of corporate culture. It describes the important features of a product, such as image, use, service and price, through the identification of the product or service. Generally speaking, strong brands are backed by corporate culture, which makes people easy to identify and remember from the cultural perspective; Enterprise concept makes people easy to understand and conform to fashion, such as Coca-Cola, McDonald's, KFC, Chongqing Little Swan, etc. Brand needs to mix all tangible and intangible factors in a unique way, that is, products or services must be of high quality and meet the needs of consumers, and brand names must be attractive and easy to distinguish.

The catering industry is one of the most successful industries in the franchise family. When people mention franchising, they will inevitably think of McDonald's and KFC, and their names have almost become synonymous with franchising. Sometimes, we have to admit that McDonald's and KFC have become a cultural fashion in the minds of some China people, especially the teenagers in metropolis. "Eating Khan Fort" is not only an appetite satisfaction, but also a lifestyle and spiritual demand. People are not eating Khan Fort, but eating culture. This is the cultural and spiritual charm of catering franchise brands.

some experts believe that franchising is to sell your business model to other franchisees (franchisees) who are willing to start their own businesses. However, we must admit that not all catering varieties are suitable for franchising. You must examine whether your restaurant and operation meet the following standards. Do you have three successful and reputable model stores?

has your model shop stood the test of social customs and history?

do you have a registered trademark and a consistent brand image?

is your product suitable for different regions and doing well?

can your business (industry) be standardized and easily copied?

does your corporate culture conform to the spirit and trend of the times?

do you have a set of operation manuals to guide operation and management?

does your financial system indicate that your company is making a profit?

if you answer "yes" to all the above questions, then your catering enterprise has the potential to develop its own franchise business.