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The Role of Franchising in the Health and Food Sectors Sociology and Anthropology 3(12): 661-664, 2015 http://www.hrpub.org DOI: 10.13189/sa.2015.031205 The Homogeneity of Society: The Role of Franchising in the Health and Food Sectors Anthony R. Grace1,*, Janet E. Palmer2 1Department of Marketing, Griffith University, Australia 2Department of International Business and Asian Studies, Griffith University, Australia Copyright©2015 by authors, all rights reserved. Authors agree that this article remains permanently open access under the terms of the Creative Commons Attribution License 4.0 International License Abstract This paper explores the impact of franchising advantage if you can order a Big Mac from the McDonald’s on society by debating both the positive and negative aspects in Sydney and receive a similar product if you placed the of the business model. Research from both Australia and same order from the McDonald’s in central India. India reveals the role franchising has played on influencing Homogeneity does have advantages in a society that embrace local customs and culture. Emphasis is placed on the predictability. Furthermore, Ritzer’s [5] theory of homogeneity of society and franchising’s role in embracing McDonaldization suggests four major dimensions of the uniformity over diversity. The theory of McDonaldization franchised model of business expansion: calculability, provides a framework for understanding some of the predictability, control through non-human technology and negative ways that franchising affects many aspects of efficiency. From an economical perspective, these elements society, not just the restaurant industry. Social franchising are praiseworthy. However, from a societal perspective, highlights the positive potential of the model. The authors these elements can influence dehumanization [5, p. 16]. As conclude that franchising is a powerful tool that can be used researchers, we have to ask the question – what role has for corporate profit, or for social benefit. The aim of this franchising played in the homogeneity, or perhaps paper is to increase discussion around the topic of dehumanization of society. Perhaps uniqueness and franchising and its impact – positive or negative – on the individuality have been replaced by homogeneity. homogeneity of society. Theoretical explanations for the phenomenon of Keywords Homogeneity, Franchising, Society, Social franchising fall under the resource constraints theory [6] Franchising, McDonaldization whereby corporations are limited – mainly by financial and human capital constraints – thus, franchising is used to gain greater access to others’ resources. A major advantage of franchising is that it allows corporations to gain access to other people’s money and effort in a legal and profitable 1. Introduction manner. The franchisor recruits franchisees the same way that a corporation may recruit new employees. Franchisees For centuries, dating back to the medieval monarchy [1; 2] join ‘the franchise system’ (for example, McDonald’s) and and the institutional Roman Catholic Church [3], franchising become an agent of the corporation. has been utilized as an effective catalyst for growth. One of the case studies used in this discussion paper is the However, the scope of franchising is not limited to politics McDonald’s franchise system, it’s method of business and religion; it has allowed many businesses to flourish. For provides interesting insight into contemporary commerce. It example, McDonald’s is considered to be one of the most is a pioneer in franchise homogeneity whereby a successful successful franchise systems, opening its first store in 1955 ‘business blueprint’ has been globally operationalized. in Illinois, U.S.A and according to Lubin and Badkar [4] the McDonald’s success is a product of many factors; however, a golden arches logo is the most recognized symbol in the major driving force behind the operation was Mr. Ray Kroc world. McDonald’s is now operational in 119 countries, with (1902 – 1984) who was an influential member in the rise of only 76 countries left to conquer. This business marvel is the golden arches. The second case study is that of ChildLine successful for many reasons, the main one of those being 1098 Service, a social franchise started in 1996 in Mumbai. franchising. However, franchising has an often unmentioned ChildLine represents the country’s first toll free helpline. impact on society; homogeneity. The franchising model has allowed this service to expand Societies that are homogenous are devoid of any diversity. rapidly and as of March 2013 the service is available in 291 Franchising embraces uniformity whereby it is considered an cities/districts across 30 Indian states [7]. The difference of 662 The Homogeneity of Society: The Role of Franchising in the Health and Food Sectors locations between the two case studies, being mostly represents a very small segment of the Indian economy. Australia for McDonalds versus Indian for ChildLine There are two franchising bodies in India and they both have societies is noted. There would be inherent and complicated different statistics as to the number of franchisee systems economic and social disparities between the two locations, there are in India. The Franchising Association of India which is not investigated in this article. claims that there now are over 600 franchise systems in India; and the major U.S. franchisors all have a presence in India including McDonald's, Pizza Hut, UPS, Medicine Shops, 2. Franchising Gold's Gym, and KFC, among others. The Indian Franchise Association claims that there are over 1,100 franchise The history of franchising can be traced back to the systems, with over 70,000 franchisees doing over US$4 medieval ages whereby it was considered common practice billion in revenues, employing about 500,000 people, and for local governments/monarchy to appoint important representing almost four percent of India's gross domestic persons the role of maintaining civil order and collecting tax product [19]. from citizens [8-10] Thus, franchising initially began in the One of the factors that have fuelled this growth of form of licensing arrangements. The licensee (franchisee) franchising is the expansion of malls within India. It is collected taxes from others of which a percentage or fixed expected that there is currently over 300 malls in operation amount was then paid to the monarchy (franchisor). In this compared to 2000 when there were only three [20]. This mall way, a medieval monarchy was able to have greater control explosion would not have been possible without franchising within its sphere of influence [11]. enabling the rapid spread of the same brands in each Thus, commercial franchising today has sprouted from the shopping center. The franchising business model is soil of European feudalism [12] and popularized by large suspected to benefit most from this economic change [20]. corporations such as McDonald’s, 7-Eleven and Subway. Malls also have a lifestyle effect on the emerging middle These large American corporations – now viewed as icons of class in India. globalization [13] – have utilized franchising to expand their Unlike Australia and regardless of their recent economic operations rapidly around the world. They started to growth, a sizable urban middle class, and growing portions penetrate the Australian market in the early 1970s [14], with of large wealth, India is a country burdened by extreme rapid expansion through urban and regional Australia poverty. Within the country 80 % of the population lives on ensuing over the following decades. Hungry Jack’s (Burger less than $2 per day, and 25 % lives on less than $1 a day. In King in the USA), McDonald’s and KFC, among others, Mumbai, there is a population of over 20 million people and were well received by the Australian public, spawning great over 50 % of this population live in shantytowns or on the interest in ‘franchising’ throughout the economy. streets [21]. At the start of the franchising relationship, when a McDonaldization franchisor recruits a franchisee, trust enables the individuals to work together within a social entity, toward a common McDonald’s is one of the largest franchises in the world; business objective. The franchisee and the franchisor agree the golden arches have become a global icon. to cooperate together in the competitive business arena; they McDonaldization [22] refers to the significant impact that become allies, but can they be friends? [15]. It may be that McDonald’s has had on the global society. The fast-food the societal dimensions of friendship and kindness have company has instilled principles of impatient robot-like become lost in the convoluted interconnected web of behavior on our society. McDonald’s has changed society commercial networks. and as Ritzer explains, “McDonaldization affects not only the restaurant business but also education, work, health care, Franchising in Australia and India travel, leisure, dieting, politics, the family and virtually every The most recent research suggests that in Australia there other aspect of society” [22, p 2]. are approximately 1180 business format franchise systems, The negative effects that McDonaldization has had on with an estimated 73,000 franchise units in operation across society are complex and multi-layered. Ritzer [22] identifies the county [16]. In 2011, it was estimated that the business two major concerns. Firstly, McDonald’s corporation deems format franchising sector contributed $62 billion to the it a necessity to grow standardized food, for example
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