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Ten Factors for Global Franchising Success

So what should you keep in mind if you’re looking to take your franchise international?

A good person to look to for advice is William Edwards, CEO of Edwards Global Services (EGS) LLC. In addition to being a Certified Franchise Executive (CFE), Mr. Edwards is also a member of the International Franchise Association Supplier Forum, and is an instructor on international licensing for the Institute of Certified Franchise Executives (ICFE) program, which is administered by the IFA. He is also a member of the Board of Directors of IBS Research & Consultancy, an Istanbul-based market research group.

Support to Expand: There is a tremendous amount of resources available to U.S. companies with a desire to expand internationally. Some of the best are even available for free. The U.S. Commercial Service offers an entire library of Country Commercial Guides which provides detailed information regarding the economic and political environment as well as specific market analysis. I've attended two of their international trips and utilize their materials, as often as possible. ~ Steve Devine, Johnny Rockets Sr. VP of International Development

Mr. Edwards has advised more than 50 U.S. companies in the licensing, manufacturing, retail and restaurant sectors on their international development in Asia, Africa, Europe, Latin America, North America and the Middle East. He even has firsthand experience as a master franchisee in not only the United States, but in China and Eastern Europe as well.

Based on over 40 years of taking companies global, here are the top 10 factors Mr. Edwards believes are integral for global franchising success for franchisors as told to Franchise Direct:


  1. Have strong senior management buy-in to “going international”
  2. Have a proactive “going international” strategy and business plan
  3. Have a clearly defined market and competitive advantage
  4. Have a good record of success in your country
  5. Apply for trademarks to protect your intellectual property and your brand value
  6. Have documented training, support and marketing programs
  7. Have an intranet for cost-effective training, support and communication
  8. Have system standards and reporting processes in place
  9. Research your international market and local competitors
  10. Conduct detailed due diligence on overseas candidates




  1. What Do Troubled International Markets Mean to Franchise Expansion? Franchising World, January 2012 Issue, pgs. 51-53
  2. Special Report: Franchise Businesses Show Signs of Recovery in 2012 After Years of Restrained Growth, Franchising World, February 2012 Issue, pgs. 28-31
  3. IFA Smartbrief, January 3, 2012
  4. The 2011 Zagat Fast-Food Survey,
  5. A Brief History of McDonald’s Abroad,,8599,1932839,00.html
  6. New pizza recipe did wonders for Domino's sales,
  7. Q&A: J. Patrick Doyle, Domino's Pizza Inc.,
  8. Bottom Line - Domino's top boss is CNBC's best CEO of 2011,
  9. That Was Quick! Domino's Pizza Achieves $1 Million in Weekly Sales From Ordering App for iPhone and iPod touch,
  10. Yum! Brands Places Long John Silver’s and A&W All–American Restaurants for Sales,
  11. Yum Brands Sells A&W, Long John Silver’s Chains Separately,
  12. Wendy's/Arby's Group Exploring Strategic Alternatives for Arby's,
  13. Wendy's/Arby's Group Announces Definitive Agreement to Sell Arby's to Roark Capital Group,
  14. Franchises, on a Smaller Scale,
  15. U.S. Commercial Service to Franchisors: Seize the Trends and Grow Globally, Franchising World, March 2011 Issue, pgs. 15-17
  16. Trade Mission Generates Excitement for U.S. Brands, Franchising World, February 2012 Issue, pgs. 23-24





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