Problem

Dual Nation is a local restaurant and pub located in the centre of Helsingborg. The seven year old business has grown fast and established itself as a successful restaurant in the city. After a initial growth period, the restaurant has now reached a point where a change in its structure, strategy or system must be performed in order to witness renewed growth. A popular business system for expanding restaurants is the concept of franchise. Is the restau-rant suitable for such an expansion?

Purpose

The main purpose of the thesis is to investigate if Dual Nation is conformable for franchise expansion and how Dual Nation must be developed in order to be able to go franchise. The thesis will also provide suggestions of improvements to the owner Karin Svensson.

Method

A qualitative method has been used in this thesis. Empirical findings have been gathered from interviews with the owner and employees of Dual Nation. These findings has thereafter been analyzed with known franchise theory.

Result

The main conclusion of this thesis is that Dual Nation shall start to take actions towards a franchise development. The company will during the process find out whether they are suitable for franchising or not. None of the initial actions will be unnecessary since they are not franchise unique and therefore they will contribute to the overall efficiency of the restaurant. Examples of such actions is to nursing the brand, to try to delegate responsibility and work among the employees so the well being of the business is not dependent on a single individual, to create an environment where efforts of the employees are acknowledged and rewarded and to simplify the concept to make it transferable to other cities.