1. Introduction and Methodology. 2. The Franchising Industry in Lebanon

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3 1. Introduction and Methodology The Lebanese Franchise Association (LFA) is a non-profit organization that develops, promotes and protects the franchising sector in Lebanon. The LFA comprises franchisors, franchisees, and Associate franchisors. Associate members are franchisor candidates working towards fulfilling their membership requirements namely setting up a franchise structure and achieving their first franchise sales transaction. Other LFA members are the College of Experts with firms providing legal, marketing, franchising and other pertinent consulting services. The Project Capacity Building at the Lebanese Franchise Association (LFA) has been funded by the EU delegation in Lebanon and contracted to the consortium TRANSTEC/EQUINOCCIO/SEQUA. The general objective of the Project is To enhance the perspectives of socio-economic development in Lebanon through the strengthening of its private sector. More specifically, the Project provides support to the LFA in institutional capacity building, in undertaking a survey of the franchising industry, and in developing capacities of selected SMEs operating in the franchising sector. Within the Project, the consortium TRANSTEC/EQUINOCCIO/SEQUA designed the Survey of the Lebanese Franchising Industry to meet the following objectives: Gather up to date information about the Lebanese franchising industry. Estimate the franchise sector contribution to the Lebanese economy s GDP and employment. Provide information about franchisors and franchisees, barriers for expansion, constraints, revenue and profitability, regional reach, and outlook for the future. The survey was subcontracted to InfoPro to undertake the fieldwork, data analysis and report writing under the supervision of the consortium. InfoPro proceeded in three stages, namely desk research using its data base of around 11 thousand companies, company screening of around 1300 companies, and face-to-face interviews with 200 companies, of which around 50% were located in Beirut and Mount Lebanon and the balance distributed over the rest of the Lebanese regions. The 200 companies interviewed in the second half of 2013were divided into 91 franchisors and 109 franchisee companies. The companies were distributed over the following sectors: retail, restaurant, services, hotels, education and entertainment, department stores & hypermarkets, gas stations, automotive, beverages and others. Type Table 1: Estimated General Penetration Estimated Penetration in Overall Population Estimated Penetration in Franchising Sample Distribution Franchisor 2. 42% 91 Franchisee Total 6.0% 100% 200 Type Table 2: Estimated Concepts* Concepts in Sample** Average Number of concepts by Company in Sample Estimated Companies in Franchise Universe Estimated Concepts in Franchise Universe Franchisors Franchisees Total ,105 *Weighted by sector **The average number of concepts was multiplied by the number of companies in the franchise universe to reach the total number of concepts in the franchise universe 2. The Franchising Industry in Lebanon Franchising companies are estimated to constitute around of total companies operating in Lebanon. The franchising universe is estimated to comprise around a thousand one hundred franchise concepts. There are approximately 744 companies in the franchising sector operating in Lebanon. The industry contributes close to 1.5 billion U.S. dollars to the national economy, or about four percent of the entire GDP. Table 3: Key Indicators (Rounded Figures) Estimated Penetration rate of franchising activity in Lebanon Estimated Total Franchise Concepts in Lebanon 1,100 Estimated Overall Franchise Units (POS) in Lebanon 5,500 Estimated Contribution to Lebanese GDP in USD 1.5bn Estimated Contribution to Lebanese GDP in Percent

4 Estimated Total Employees Working within the franchise industry in Lebanon 99,000 Estimated Total Lebanese Franchisor Concepts 450 Estimated Total Franchisee Concepts 650 Estimated Total Lebanese Franchisor Units (POS) in Lebanon 2,400 Estimated Total Franchisee Units (POS) in Lebanon 3,100 Percentage of franchisees of Foreign Franchisor concepts in sample 8 Percentage of franchisees of Lebanese Franchisors concepts in sample 1 Percentage of Lebanese Franchisors company owned units (POS) in export countries in sample 1 Percentage of franchised units (POS) in export countries in sample 8 Percentage of Lebanese franchisors company owned units closures (POS-locally and abroad) in sample Percentage of Lebanese franchisors contract terminations (locally and abroad) in sample Percentage of Lebanese franchisors having franchise related litigations in sample 11% The franchising sector employs nearly a hundred thousand people, or an estimated nine percent of workers in the country. Table 4: Estimated Employment in the Franchising sector Companies in Franchise Universe Estimated Franchising Industry Total Franchisors Franchisees Total Full Timers Part timers Full Timers Part timers ,051 15,806 31,000 7,585 99,443 Around 4 of franchisees concepts available in Lebanon originated from Europe, 3 from the USA and Canada and 1 were created locally by Lebanese franchisors. Lebanon 1 Base: 109 Single Response Asia Country of Origin of Franchisor Surveyed Franchisees: The Franchisors Origin Gulf and Middle East Other 2% USA and Canada 2 3. Motivations of Being a Franchisor and a Franchisee Surveyed franchisors indicated that they decided to turn to franchising because it provides additional sources of revenue and notoriety, facilitiates expansion, spreads business risk, and enhances business image, among others. I have control over my line and quality of my products Higher expectations of quality by franchisees and customers Benefits of Being a Franchisor No clear benefits Protect and organize brand expansion Appearing to be larger in size (or part of a chain) Better business image Possibility of expanding anywhere we want 1% 1 Europe 4 Franchisor Full-time Base: 88 -Franchisor Part-time Base: 27 -Franchisee Full-time Base: 108 -Franchisee Part -time Base: 30 Single Response Ease of expansion and spreading of business risks Enjoying more sources of revenues 4 Rapid fame and notoriety 4 Base: 91-0% % 4 50%

5 For franchisees, the benefits of being in the franchise business include benefiting from the success of an established brand, benefiting from franchisor technical assistance, and being his/her own boss, to name a few. Almost all franchisors have websites and most of them provide Facebook pages. However, only up to 7 have a dedicated section on their website for franchise opportunities. Benefits of Being a Franchisee Other No clear benefits Work with international / high standards set by Franchisor Higher expectations of quality by customers I benefit from the exclusivity in the franchise agreement Appearing to be larger in size (or part of a chain) 11% I am my own boss 1 100% 90% 80% 70% 60% 50% 40% 90% 100% Franchisors' Online Presence versus Total Units 100% % 9 Can increase revenue depending on my own productivity Benefit from the brand recognition and success 21% The franchisor is always there to assist me 3 Benefit from the success of others 3 0% % 0% Has a website Has a clear franchise opportunities section Up to 5 Units 5 to 14 Units Over 15 Units Has a Facebook page Base: Source of Franchise Leads Franchisors indicated that the main source of franchise sales leads is online search, word of mouth, exhibitions and a strong brand that lets franchisees seek them out. Some depend on PR, referrals and brokers to a minor extent. Do not know / Refused Franchisors Main Source for Franchise Leads Base: 64 Single Response Franchisees indicated that they were introduced to the franchise concept by visiting a franchise store and through word of mouth or a friend in most cases. A minority indicated online search, exhibitions, market research, and magazine articles as other sources. Method of Introduction of the Surveyed Franchisee to the Franchise None Acquaintances My own website / facebook Brokers 2% Do not know Other A magazine, an article, or brochure Market research 1% Franchise outlet referrals The franchisor is a relative/family member PR An exhibition Franchisees seek us out Internet search Exhibitions Word of mouth Online search 0% 1 2 PR includes magazine and newspapers articles / TV appearances Base: 91 - Single Response 11% 1 21% Well known brand A friend/word of mouth By visiting a franchise store 3 0% Base: 109 -

6 5. Franchise Contracts Most of the interviewed franchisees are granted the largest possible leeway by their franchisors (mostly international companies) under the franchise agreement. Lebanese franchisors appear more restrictive by comparison, since they more often grant area development or single unit rights. The automotive sector is structured differently in that its franchisees operate under exclusive agreements with their franchisors. Around 4 of franchisors indicated that it normally takes them one to three months to sign a franchise contract with a franchisee. Another 1 indicated that it takes them 4 to 6 months. Surveyed franchisors said that they charge average initial franchise fees of USD 55,000 for Lebanon and USD184,000 for markets abroad. Their royalty fees range between 5 and 5. and their marketing fees around 2% of sakes. Franchisees identified much higher fees, probably as most are paid to international franchisors. Base: 78 Type of Franchise Rights Offered by Lebanese Franchisors Abroad Do not know (Mixed strategies) No fixed strategy: You decide on case by case basis Master rights (with opportunity to sub- franchise) Single Units rights Area development rights 0% 1 2 Franchisees: Type of Franchise Agreement 1% 2% Type of fees Table 5: Franchise Fees Charged by Surveyed Franchisors Mean Lebanon respondents Mean Abroad respondents Franchise fees ( 000 USD) Royalty fees (% of sales per month) 4.9 Marketing fees (% of sales per month) Base: 109 Refused Don t know Single Units rights in Lebanon (one store) Exclusive importer - Dealer Area development rights in Lebanon (multiple stores) Master rights for Lebanon only (with opportunity to sub- franchise) Master rights for Lebanon and other countries (with opportunity to sub- franchise) % 0% Table 6: Franchise Fees Paid by Surveyed Franchisees Type of fees Mean respondents Franchise fees ( 000 USD) Royalty fees (Percentage of sales per month) Marketing fees (Percentage of sales per month) International Markets Franchising is the preferred growth strategy abroad while franchisors prefer to run company owned units in Lebanon in general. Some 51 percent of local franchisors have franchised operations abroad, and 38 percent run companyowned operations outside of Lebanon.

7 The main export countries for surveyed franchisors are located in the Gulf and the Middle East, namely, Dubai and Abu Dhabi in the UAE, followed by Riyadh and Jeddah in the KSA, Doha in Qatar, Erbil and Baghdad in Iraq, as well as Paris and London. Bahrain Jordan Egypt Oman Africa Europe Qatar Franchisors Export Countries Distribution of Concepts USA/ Canada Kuwait 1 KSA 2 UAE % 2 32% Less than $250,000 Franchisor Base: 91 Franchisee Base: 109 Single Response 31% $250,000 to $500,000 Level of Investment Needed to Launch One Franchise Unit $501,000 to $750,000 Franchisor $751,000 to $1,000,000 Franchisee $1,001,000 to $1,500,000 More than $1,500,000 12% Refused / Do not know Base: 91 Franchisees' Means of Financing their Franchise Business 7. Challenges Do not know/ Refused Support/budget from the parent company 2% For franchisors and franchisees, security conditions, the high cost of operations (mostly rent), and difficulty to access financing are the strongest barriers to developing the business in Lebanon. Complex government regulations, the lack of qualified employees, and employees high turnover and high costs were also named as obstacles. Moreover, obstacles to expanding to other countries include poor economic conditions, restrictive legislation, high marketing expenses, and the shortage in franchising exhibitions. The average investment for opening a franchise in Lebanon is around USD (excluding franchise fees). Franchisors have better access to third party financing than franchisees, whereas franchisees rely mostly on equity to finance their expansion. Potential franchisees are rejected by franchisors mainly because of lack of capital and/ or lack of expertise in the sector. Base: 109 SME loan Partnership Bank Loan Personal money 0% 40% 50% 60% 70% 80% In reality, when a franchisor does not grant franchise rights to a prospect franchisee, its mostly because the prospect does not have sufficient capital, does not have a proper location in the target market, lacks experience and confidence, did not provide a business plan and performed poorly in interview, among others. 3 7

8 Franchisors' Reasons for Not Granting a Franchise Refused / Do not know 2% No specific reason Franchisor not ready yet to sell the franchise 2% Difference in visions Lack of transparency Not serious candidates / lack of commitment Inability to maintain standards Franchisee lacking the reputation and image required 1 Poor performance of prospect at interview 1 Did not provide a business plan 1 Lack of experience / qualifications 1 Lack of self- confidence 2 No proper locations in target market 2 Insufficient capital 3 0% % As far as the employer-employee relationship is concerned, the surveyed franchisors were mostly concerned with the lack of qualified employees and high employee turnover. Franchisors' Concerns With Their Employees No concern with managing my employees Obtaining permits for foreign employees Lack of employees with flexible work hours Lack of team work and re- training of employees Theft Continuous salary adjustments High cost of labor Cost and complexity of registration process at social security 1 Base: 91 High employee turnover Lack of qualified employees 22% 3 Franchisors generated an average number of 14 leads per company per year, which is very low considering than only 2 to 3 percent of leads close deals. Franchisors indicated that they need to improve their marketing efforts. Also Less than half of surveyed franchisors have a franchise support team to help international franchised units, which is a shortcoming. No specific area Operations Production Sales Accounting R & D IT HR/ Training Areas of Franchisor's Business That Need Improvement 2% 11% 1 22% Base: 91 0% Current Profitability and Future Growth Prospects Around 22% of franchisees declared that their annual sales exceed USD2mn and 11% indicated a sales level of USD1 to 2mn, the rest either identified a lower level of sales or declined to answer (higher sales brackets were noticed in car franchisees). Franchisors sales from company owned operations ranged from less than USD 250,000 () to more than USD 5mn (12%). The highest percentage (1) belonged to franchisors generating revenue ranging between USD 250,000 and USD 750,000 from their company owned operations. Thirty percent of franchisors did not provide an answer. Franchise Sales Marketing 2 0% 1 2 Base: 109

9 Franchisors' Total Annual Sales Range in Lebanon from Company- Owned Operations in 2012 (USD) 4 Profitability of Franchisors and Franchisees in % 2 40% % 12% % 22% 22% 1 1 0% Less than $250,000 $250,000 to $749,000 $750,000 to $1,499,000 $1,500,000 to $2,500,000 $2,500,000 to $4,999,000 More than $5,000,000 Refused 0% High losses Marginal losses Breaking even Marginal profits High profits Refused / Do not know Franchisor Franchisee Base: 91 - Single Response Franchisor Base: 91 Franchisee Base: 109 Single Response In 2013, 79 franchises were sold by surveyed franchisors compared to 21 contract terminations. Around four closures are estimated to take place in the next year by franchisors and ten closures by franchisees, mainly in the retail sector. Most franchisors and franchisees reported marginal profits or breaking even in Franchisors were generally more profitable than franchisees, especially those with more than five units. Three out of five franchisees were breaking even or making profits. For around 60 percent of franchisors and franchisees, the turnover for the first half of 2013 was beneath their earlier expectations. Around half of the franchisors and franchisees estimated that turnover for the second half of 2013 will either be stable or show a moderate decline. Not surprisingly, around 5 of franchisors and franchisees reflected negative level of confidence in the Lebanese economy within the next 12 months following the survey followed by around 3 that said they are only somewhat confident. 60% 50% 40% 0% Franchisors' and Franchisees' Level of Confidence in the General Lebanese Economy in the Next 12 Months Not confident at all Somewhat confident Fully confident Franchisor 3 Franchisee Franchisor Base: 91 Franchisee Base: 109 Single Response

10 9. LFA Membership and Expected Role LFA membership is more common among franchisors than among franchisees. Close to half of the surveyed franchisors are LFA members vs. only of surveyed franchisees. Among franchisors as well as franchisees, restaurant chains are more likely to be LFA members than retailers, and also more interested in joining. Among the 15 franchisees that were interviewed in the automotive sector, there was not a single LFA member. Four wished to join, five declined, and six were not sure. For franchisees, the main reason for not being a member of the LFA is a lack of awareness of LFA services. For both franchisors and franchisees, the current most beneficial service of the LFA is the organization of networking events. For franchisors, the most important services LFA could offer include assistance in prospecting, the introduction of their brand to markets abroad, and providing franchise awareness, technical assistance and training. Most Important Service the LFA Could Provide to Franchisors in the Future Lobbying Increase Awareness of Franchising 12% Provide Networking Opportunities 1 Provide Support, Training and Advice 2 Prospecting & Opening New Franchise Opportunities Abroad 3 0% Base: 58 - Compiled

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