Australian Franchise Outlook Launches to Raise the Industry's Profile
The FCA and Octomedia have launched a new annual report aimed at MPs and senators, with survey data showing cost remains the biggest barrier to ownership.
Australian franchise convention with business leaders on a panel stage
The Franchise Council of Australia and Octomedia have launched the Australian Franchise Outlook, a new annual publication designed to highlight the economic contribution and success stories of the franchise sector.
The publication was launched at the National Franchise Convention and is intended to be more than an industry report. FCA chief executive Jay Westbury said the Outlook would be provided to federal MPs and senators to help government decision-makers understand the role franchising plays in the Australian economy.
The launch comes at a time when franchising is dealing with increased regulation, changing buyer expectations and rising business costs. For the industry, the goal is not just to talk to itself, but to build a clearer public and political understanding of how franchising works.
A major part of the first Australian Franchise Outlook is fresh survey data. Octomedia surveyed more than 500 consumers to understand how they use franchised businesses and what they think about franchising as a career or ownership option.
The findings show that franchise ownership remains attractive, but affordability is a major barrier. Just over one third of consumers surveyed had considered owning or operating a franchise. However, 82 percent said the cost of entry was the biggest obstacle, while 56 percent were concerned about the risk of failure.
A separate survey of more than 70 prospective franchise buyers found similar concerns. Nearly half identified start-up costs as their main issue, while uncertainty around earnings was also a concern.
For franchisors, these findings are useful. They show that buyers are not necessarily uninterested in franchising. Many are interested but cautious. They want clearer numbers, stronger support, better education and more confidence before committing.
The report also found that franchise buyers value peer mentorship, legal clarity and financial advice. That is important because good franchise recruitment is no longer just about selling the dream. It is about helping buyers understand the reality of the business before they sign.
The bigger message is clear: franchising needs better storytelling, but it also needs better data. The launch of the Australian Franchise Outlook is an attempt to deliver both.
"Franchising needs better storytelling, but it also needs better data."
Originally reported by Franchise Executives →
