Bandeira branca ou franquia com renome? análise comparada de cenários de alternativas de investimento no segmento de restaurantes comerciais.

Abstract

This study is aimed at the comparative analysis of alternative investment scenarios in the commercial restaurant segment, which aims to characterize the operationalization of franchises and franchises in bars and restaurants and based on this analysis to propose scenarios in different business models, identifying investment risks in a franchise / white flag system in the food sector. It is an exploratory and descriptive research, with a qualitative and quantitative approach that makes use of bibliographic and documentary research in virtual environments to verify the viability of the business. In this way, it was possible to show the entrepreneur who seeks information in this sector the best investment option according to his initial capital and where it is best suited, as it will bring the factors that influence this decision as well as location, target audience and return on investment both for franchising and for the business model itself. It was concluded that investment in shopping malls and luxury street restaurants is more viable for franchises. While undertaking in the Center of São Luis and in peripheral regions, the choice for white flags becomes more applicable.