International Research Journal of Education and Technology

This study aims to explore the growth, operations, consumer behaviour, and market potential of food franchises in Coimbatore, one of the fastest-growing tier-2 cities in Tamil Nadu, India. With the rise of urbanization, increased disposable income, and changing lifestyles, Coimbatore has witnessed a significant expansion in the food and beverage sector—particularly through the franchise model. The research investigates both national and international food franchises operating in the city, ranging from quick service restaurants (QSRs) like McDonald’s and KFC to regional brands such as Sree Annapoorna and Junior Kuppanna. The study also evaluates franchisee investment models, location strategies, customer preferences, and the influence of local culture on menu adaptations. Primary data was collected through surveys and interviews with franchise owners and customers, while secondary data was sourced from industry reports and government publications. Key findings indicate that brand trust, affordability, and accessibility are major drivers of franchise success in the city. Furthermore, the study identifies challenges such as high real estate costs, competition from independent eateries, and staffing issues. Overall, this research offers valuable insights into the dynamics of the food franchise ecosystem in Coimbatore and serves as a strategic resource for entrepreneurs, investors, and policymakers aiming to understand or enter this market.