Franchise Update Magazine Issue III, 2015 | Page 64

GROWING YOUR SYSTEM

International
Global Tech

How franchise brands are using
technology abroad
BY WILLIAM EDWARDS

T

echnology has become essential
to the operation of franchised
businesses around the world. This
incudes not only operating the actual
business, but managing the franchisorfranchisee relationship across country
and continent boundaries.
The use of technology around the
world is similar to that in the United
States and Canada: franchise management,
development, operations, training, social
media, and marketing. POS systems that
are web-based make keeping track of unit
sales much easier and timelier no matter
what country the franchisor expands into.
To learn more about the use of technology in global franchising, we reached
out to several franchise sector experts in
key franchise countries, as well as several
U.S. companies.

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Chile
For the past 8 years, restaurants have used
IT for better customer service and for
administrative purposes. In some highend restaurants, wines and cocktails are
offered to clients using iPads, which are
also used to manage the seating chart.
—Veronica Pinto, Commercial Specialist,
U.S. Commercial Service, Santiago
India
India is providing technology to the world,
but lags behind when it comes to using it!
International brands entering India are
using technology to connect with and
support local partners. Because of large
distances and time differences, brands
remain connected to monitor and review
business progression, especially when they
start operations here. Also this is a huge

tool for training and ongoing support.
Domestic brands are relying on technology for franchise development. Because of
the sheer size of the country, generating
leads and recruitment of new franchisees
is more effective through the Internet.
Brands and franchisees are extensively
using social media for marketing. Many
franchising brands in food and retail are
going online and have mobile applications for e-commerce. POS systems are
getting more advanced and work more
in the network environment to give realtime data for analysis and control. India’s
young population is very techno-savvy
and adapts to these new tools very fast.
—Rajeev Manchanda, Managing Director,
Inventure India, New Delhi
Mexico
Franchisors doing business in Mexico
are using CRM and FMS systems to
manage the development and administration (communication) of franchises.
Although their use is not ubiquitous, it
is widespread and gaining popularity;
probably the greatest deterrent among
emerging franchisors is the initial setup cost. More and more franchisors are
using electronic learning management
systems (ELMS) to train franchisees,
and web-based applications to provide

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