Local Brand Franchise Competition in the Disruption Era

Abstract

Local brand franchise business, particularly culinary, has been rapidly developed in this disruption era. This is in line with the society's need for delicious but affordable culinary. There is a comprehensive relation-blend of cultural, business, and lifestyle responses. This research examined the factors affecting local brand franchises in the business competition in the disruption era. Using a descriptive qualitative method, the results indicated that local brand franchises are a part of economic disruption, because they create an entirely new market, providing high-quality products at lower prices. In this disruption era, local brand franchises are limited by binding agreements on franchising, courage in creativity and innovation, responsive to instant culture, adaptive to changes in consumer lifestyle, multi-level hegemony, and capitalism.