Analysis of the Innovation and the Communication in Fast Food Chains with Different Structures

Master's Thesis , 2012 , 84 Pages

Business economics - Offline Marketing and Online Marketing

The main purpose of this thesis is to explore the relationship and its degree between the local management and the innovation within the fast food restaurant chains and argue about the communication within the different chains. Another goal is to analyze the different system structures possible within a fast food chain, comparing the author’s findings with the previous research. This will be done in order to find the more efficient system structure, to support and develop the innovation and to understand the motivations which lead the fast food restaurant chains to franchise.

Inhaltsverzeichnis (Table of Contents)

• 1. INTRODUCTION
• 1.1. Problem Statement Franchisees and Company-Owned Stores
• 1.2. Purpose
• 1.3. Research Questions
• 1.4. Delimitations
• 2. LITERATURE REVIEW
• 2.1. Self Service Technology
• 2.2. Innovation
• Subway
• Pret a Manger
• 2.3. Franchising
• 2.4. Motivations to Franchise a Company
• 2.5. Advantages of the Different Structures
• 2.6. Innovation in the Different Structures
• 2.7. Communication
• 2.8. Literature Conclusions
• 2.9. Rogers Diffusion of Innovation Model
• 3. RESEARCH METODOLOGY
• 3.1. Motivations to Select a Case Study
• 3.2. Case Selection
• 3.2.1. Location of Research
• 3.2.2. Selection of Chains to Analyze
• 3.2.2.1. Subway
• 3.2.2.2. Pret a Manger
• 3.3. Data Collection
• 3.3.1. Interview Techniques and Guide to Maximize Data
• 3.4. Data Analysis
• 3.4.1. Inductive and Deductive Method
• 3.4.2. Survey (Research Design)
• 3.4.3. Analysis Data and Results
• 4. EMPIRICAL FINDINGS
• 4.1. Company Relationship SST's
• 4.1.1. Subway
• 4.1.2. Pret a Manger
• 4.2. Communication
• 4.2.1. Subway
• 4.2.2. Pret a Manger
• 4.3. Innovation and Power Distribution
• 4.3.1. Subway
• 4.3.2. Pret a Manger
• 5. DATA ANALYSIS
• 5.1. Subway
• 5.1.1. Communication
• 5.1.2. Processes of Innovation within Subway
• 5.1.3. Rogers Diffusion of Innovation within Subway
• 5.1.4. Comparison with Previous Research
• 5.1.5. Individual Entrepreneur
• 5.1.6. Power
• 5.2. Pret a Manger
• 5.2.1. Communication
• 5.2.2. Power
• 5.2.3. Rogers Diffusion of Innovation within Pret a Manger
• 5.2.4. Comparison with Previous Research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation aims to examine the relationship between local management and innovation within fast food restaurant chains, focusing particularly on the role of communication. It seeks to analyze the different system structures employed by these chains, comparing findings with existing research to determine the most efficient model for supporting and developing innovation. Additionally, the study explores the motivations behind franchising within the fast food industry. Key themes addressed in the dissertation include:

• The influence of local management on innovation in fast food chains
• The impact of different organizational structures on innovation
• The role of communication in facilitating innovation and efficiency
• The motivations behind franchising within the fast food sector
• The application of the Rogers Diffusion of Innovation Model to fast food chains

Zusammenfassung der Kapitel (Chapter Summaries)

The introductory chapter defines the problem statement, outlining the focus on franchisees and company-owned stores within the fast food industry. It outlines the purpose of the research, stating the core research questions and delimitations of the study. Chapter 2 provides an extensive literature review covering various aspects relevant to the dissertation. This includes an exploration of self-service technology, the concept of innovation, and the dynamics of franchising, encompassing motivations for franchising, advantages of different structures, the relationship between structures and innovation, and communication within these structures. The chapter concludes with a summary of key findings from the literature review and an introduction to the Rogers Diffusion of Innovation Model. Chapter 3 delves into the research methodology employed, outlining the motivations for selecting a case study approach. It details the case selection process, including the location and specific fast food chains chosen for analysis. The chapter further discusses data collection methods, particularly interview techniques and data maximization strategies. It concludes with an explanation of the data analysis methodology, including inductive and deductive approaches, survey design, and data analysis techniques. Chapter 4 presents the empirical findings of the study, examining the relationship between companies and self-service technologies, specifically within Subway and Pret a Manger. This chapter also analyzes communication practices within both companies and explores the interplay between innovation and power distribution.

Schlüsselwörter (Keywords)

This dissertation focuses on the key concepts of innovation, communication, and organizational structure within the fast food industry. It delves into the motivations behind franchising and examines the influence of local management on innovation processes. Central themes include self-service technologies, the Rogers Diffusion of Innovation Model, and a comparison of different organizational structures, specifically company-owned and franchised models, as applied to Subway and Pret a Manger.

• College: London Metropolitan University
• Author: Antonio Annicchiarico (Author)
• Publication Year: 2012
• Pages: 84
• Catalog Number: V367942
• ISBN (eBook): 9783668470866
• ISBN (Book): 9783668470873
• Language: English
• Tags: analysis, innovation, communication, fast, food, chains, different, structures