One of the mechanisms in the fissuring thesis is that franchisees have incentives to take short-cuts – including low wages — because they can free-ride off the brand’s reputation. The Oxford analysis of wages and wage growth compares franchised businesses to individually owned-and-operated businesses in 2018 and 2019, prior to the pandemic. Small, independent business owners have very strong incentives to maintain their reputation, where postings about worker mistreatment can lead viral stories and loss of customers. Yet the analysis found that wages and wage growth were virtually the same for newly hired workers in franchised businesses and independent ones. Wages grew from approximately $10.30 per hour at the start of employment to around $11.10 per hour after 20 months, with no more than a 13 cent difference in any month. Moreover, newly hired workers in franchised businesses were more likely to be promoted to manager. The confidential survey of 4,000 franchisees found that the share of workers offered various benefits at small franchise firms was roughly on par with the share at small non-franchise establishments. This data-driven descriptive evidence presents no support for the fissuring hypothesis.
The franchisee survey also rebuts perceptions of exploitation of franchisees. Overall, 32 percent of respondents report they would not own a business if they were not franchisees, with a higher percentage among female owners. The Oxford team calculates that without franchisor support, approximately 223,000 establishments employing some 1.8 million workers wouldn’t exist if franchising was not an option. The survey also found that franchisee training, meetings and events, and technology platforms were the most important areas of franchisor support. Intuitively, these responses are consistent with the idea that franchising provides a path to entrepreneurship, and many owners wouldn’t have gone down that uncertain path without such support. Small businesses such as these help promote competition and increased variety for consumers.
There is no doubt that an occasional headline about a specific brand or location may document legitimate problems, but the Oxford report shows that the franchising model works. As Weil himself notes, franchising “has proved a powerful means to tap capital and entrepreneurial drive of new business owners who seek opportunities to expand an established product or service.” Franchisees value the support from franchisors, and the differences in working conditions with other business models is negligible. With more than 730,000 franchise locations, spanning thousands of brands among 230 industries, and supporting more than 8 million jobs, nationwide regulatory policy shouldn’t be guided by a handful of outliers.