LAUNCHING AND DEVELOPING A BUSINESS IN A HIGHLY COMPETITIVE MARKET ON THE EXAMPLE OF THE FAST FOOD INDUSTRY

Abstract

Fast food markets are traditionally considered one of the most dynamic and competitive markets, regardless of geographic location and nationality. The marginality of these markets and the absence of significant entry barriers make them consistently attractive for both large players and businessmen who realize their ambitions using various types of franchises. The fast food market in Russia had a difficult time going through the pandemic period, however, in the face of sanctions, the disruption of traditional supply chains and the exit / rebranding of several key players, it demonstrates sufficient stability, and analysts predict positive dynamics in the short term. This article discusses the current state of the fast food market and the actions of one of the leaders in this industry, Subway, aimed at maintaining its position. In addition, the conditions for starting your own business are analyzed in the context of interaction with major players on a franchise basis.