ANÁLISE E COMPARAÇÃO: FRANQUIAS DE ALIMENTAÇÃO COM FOCO EM BOLOS

Abstract

The franchise sector in Brazil has been consolidating as an attractive alternative for entrepreneurs seeking to invest in a structured business model with greater market predictability. This study aims to comparatively analyze three franchises in the food sector to evaluate their business models, financial performance, marketing strategies, and impact on investors. To achieve this, a detailed financial analysis was conducted, considering initial investment, average revenue, and return on investment time. The SWOT matrix was applied to identify the strengths, weaknesses, opportunities, and threats of each franchise, as well as the marketing strategies adopted for customer attraction and retention. The results indicate that each franchise caters to distinct investor profiles. While one of the options stands out for its strong brand recognition and structured support, it requires a high initial investment and a longer return period. Another franchise presents a balance between cost and revenue, making it a more accessible alternative, with a strong emotional appeal and customer loyalty based on tradition. Meanwhile, the third option requires a lower initial investment and offers the highest profit margins, yet faces challenges related to national recognition and expansion into new regions. The study concludes that a franchise’s success depends on the franchisee’s ability to manage operational challenges and adapt to industry trends, making it essential to base the investment decision on strategic choices supported by concrete data.