Critical success factors of a fast food franchise system entering the Kenyan market

Abstract

The fast food industry has become an important part of globalization as people spend many hours working or doing business. The need for quick food services has grown with apparent shortage of free time. With reduced disposable income, a consequence of the global economic downturn, customers seem to shift from the fine dining and full service restaurants to quick service or fast food outlets since the latter are more cost effective. However, a widespread exposure to goods and services has produced a highly informed clientele, the fast food customer expectations seem to grow and follow global patterns. In Kenya international fast food franchises have not done well, fast food franchise systems enter the market but after a number of years they exit or close down operations. On the other hand there is an apparent increase of the ‘eating out trend’ among the Kenyan urban population in keeping with the global trends. It is therefore necessary to establish why the franchises enter the Kenyan market and then close down. This study will determine the critical success factors (CSFs) of franchise systems entering the Kenyan (and East African) market.