The Impact of 'Self-Pricing System' in South Korea's Franchise Industry
Creatrip Team
a year ago
South Korea's bhc, a leading chicken franchise, has introduced a 'self-pricing system' starting this June, allowing franchise owners to set their own prices for chicken within a 2000 KRW (South Korean Won) range. This step is seen as a means to address rising operational costs like delivery fees and ingredient prices. While franchisees welcome the increased flexibility, concerns arise over potential consumer confusion and a loss of brand uniformity. Some suggest that this pricing freedom might largely benefit delivery apps and the main franchise company, shifting the burden of consumer dissatisfaction to individual store owners. Observers anticipate that other brands might follow bhc's lead, indicating a shift across the franchise industry.
