The coronavirus crisis has created an opportunity to reassess companies’ operations, plans, and ways of working—one positive aspect of the crisis.

Responding to the crisis, if we’re talking about the future of franchising, requires franchisors to support

franchisees and customers and help guide them toward the best ways to adapt to current conditions.

However, this is only a temporary response, and nothing can be built on it. When a crisis occurs, the right course of action is to try to

mitigate its effects, then, at a later stage, consider how to develop the business and update plans. This is where we can find the connection between

The future of franchising and the COVID-19 crisis: business practices are unlikely to remain as they were before the pandemic, let alone how we deal with

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franchise digitalization

Dealing with crises, whatever their nature, therefore requires two approaches. The first is short-term. In the current situation, we can say that

the virtual model and remote work served as the short-term strategy.

However, wisdom dictates that this temporary response should be aligned with the long-term strategies established to shape the direction of

and define the nature of business going forward.

Therefore, the second approach to managing crises—the long-term strategy—should focus on

digitizing franchises and taking advantage of the accelerated pace of digital transformation in this area, since the shift to digital was already underway

before COVID-19. Instead, the pandemic should be used to accelerate the adoption of digital technology in franchising.

It is true that various franchise businesses are now resuming operations and returning to their workplaces, while observing social distancing

and following the various health measures and guidelines. However, this response should not be temporary. Franchises,

like other businesses, should make compliance with health and preventive standards a permanent practice.

Although this may be easy to do, it offers an important advantage: customers won’t forget the brands

that looked after their health and safety during the crisis and made customer well-being an ongoing priority—something that has a positive impact

on their trust in these brands and, in turn, on revenue and profits.

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دروس الناجين

The COVID-19 pandemic is not the first crisis to affect businesses across industries. Some brands have managed

to weather these crises and respond positively; some businesses have even benefited from them by

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As we seek to envision the future of franchising, we must learn from these survivors—lessons that will help us endure

in the market during that crisis first, and then trying to lay the general foundations for a long-term strategy for the future.

But the most important lesson we can learn from crises is that adapting is essential—even a condition for survival. Those who fail to adapt to changing

world conditions will cease to exist, overtaken by a world and events that change at an extraordinary pace. The future of franchising depends on its ability to adjust

and adapt to everything unexpected and new, whether these developments are positive or negative. Adaptation is essential in every

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