According to a recent survey, adults in the UK struggle to differentiate between British brands and foreign brands.
Most notably, half believed Tetley Tea was UK-owned, when it has actually been controlled by an Indian company since 2000. Less than one-tenth of those surveyed recognised Hikma Pharmaceuticals, Schroders, and Antofagasta as British brands.
It is also interesting to note: Rolls-Royce cars are German, Cadbury is owned by an American company and Dulux. the paint company, is Dutch.
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So, the question is: do UK consumers prefer brands that appear home-grown? It would seem not; rather, this survey gives the impression that once a brand has been established in the UK, consumers embrace it as their own, regardless of where it originated.
For franchises looking to expand in the UK – whether British or foreign – it is important that they make British consumers feel that they share common goals and values and that they will contribute to the local economy.
All these things are true for franchisees, of course. It becomes vital for franchisees to highlight to their audience that, though the brand may be international or a large UK-based organisation, the franchise in their region is locally owned by a franchisee depending on their business.
A perfect example of this is Papa John’s pizza. They are widely recognised as an American company but they have been been able to expand in the UK by focusing on customer experience and making local visitors feel valued.
When looking for franchise opportunities in the UK, it may be wise to ask franchisors questions about their involvement in UK communities, the success of other franchisees in the countries, and their marketing strategy. Some companies may offer flexible marketing material that can be adapted to better suit a particular territory.
In the search for the perfect franchise opportunity, brand origin should not be a deterrent, but it should be a consideration.