Heat of the Moment

Our in-depth look at the current state of franchising

Whether it's due to the unattractiveness of preparing chicken Kiev after a 14-hour workday or the increasing impossibility of squeezing a social life into a measly 24 hours, consumers are screaming for relief. Franchises whose business it is to lighten consumers' life load--financially or time-wise--are the ones poised for dramatic growth in 2000 and beyond. Hence, McDonald's position at the apex of our Franchise 500 this year.

The Golden Arches' victory is not so surprising, considering consumers spent about $970 million daily on food prepared away from home in 1999, according to the National Restaurant Association. It seems Nike's "Just Do It" has been replaced with "Just Do It For Me." New trends in franchising reveal how you can answer this cry of a new era.

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This article was originally published in the January 2000 print edition of Entrepreneur with the headline: Heat of the Moment.

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