Retail Food Group Co-Brand Strategy – A Case Study Analysis in the Australian Franchising Sector

Abstract

This paper describes a case study of the Retail Food Group (RFG) and its co-branding arrangements. Co-branding is becoming increasingly popular in franchised retailing as a means of stimulating growth in the mature Australian sector. Current franchising theories and the Australian regulatory regime are briefly examined and found to be inadequate when positioned to explain the phenomenon of co-branding in this context. This case study provides an organisational perspective of co-branding extending existing literature away from product specific co-branding to a retail format. Data were collected from company documents and an interview with senior company executive. A case study protocol was then used to analyse the data. The study reveals that incentives for introducing other franchised retail brands into the Retail Food Group brand portfolio include search for a suitable retail brand; attracting new customers; and resilience from internal and external competition. This preliminary investigation provides a starting point for a broader research study into co-branded franchising arrangements.