Senor Frog's, the chain of Mexican-style bars-and-grills, is opening a new location on Orlando's International Drive. Although we do not know for sure, it is fair to say it took a bit of work to get all the details ironed out to bring this franchise location to Orlando.
Senor Frog's usually opens locations in international tourist destinations, like Cancun and Playa del Carmen. It has a few U.S. locations, including restaurants in Honolulu and Las Vegas. Its Orlando location is the first in Florida.
One element franchise owners have to think about is whether the identity of the overarching corporation fits into the local atmosphere. Senor Frog's is famous for its (ahem) untamed atmosphere. But in Orlando, it is going to strive for a more family-oriented feel during the day, probably because in the squeaky-clean land of Disney World and other wholesome entertainment options, a rowdy bar would not receive a warm welcome. Striking this balance likely requires some negotiation between the franchisor and the franchisee.
Franchise owners must also read contracts they enter into with the corporation very carefully. Companies want to maintain control over their own identities, of course, and to make sure this happens, they sometimes insert clauses into franchise agreements that basically give them surprising leeway in telling franchise owners what to do. The owners of the new Senor Frog's location, for example, probably had to agree to participate in certain company-wide promotions and to stick to a company-approved theme in terms of menu and decorations.
Some franchises can be very profitable, but it is definitely a good idea for anyone thinking of opening a franchise to look before he or she leaps. It would probably be a good idea to have an attorney who is familiar with franchise law to review any documents before you sign them, and it would not hurt to speak with such an attorney about the overall shape of the deal.
Source: The Orlando Sun-Sentinel, "Senor Frog's comes to I-Drive tourist corridor," Sara K. Clarke, Jan. 11, 2012
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