Look at the franchise name and logo — are they compelling? Can people driving down the street look at your sign and know instantly what type of restaurant it is? Since this franchise does not have the instant “name recognition” of a McDonald’s or Burger King, the name will not drive customers to your business unless it describes the customer experience. If the franchise offers Italian-themed food, a name like “Nunzio’s Italian Trattoria” will work a lot better than “Buona Sera,” which could be just about anything — a clothing boutique, perhaps.
Look out for “disconnects” between the franchise name and the products and services it offers. If the franchise name suggests “wholesome, healthy food,” but the menu consists of greasy, high-fat fried dishes, it will turn off your customers. If the franchise offers low-cost food, the franchise name should not contain the word “Gourmet” because that suggests premium prices in most people’s minds.
Also read: The Dangers Of Buying An Early-Stage Franchise – Part 1 Of 2