{"id":43269,"date":"2023-09-01T12:30:16","date_gmt":"2023-09-01T16:30:16","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=43269"},"modified":"2026-05-05T16:33:18","modified_gmt":"2026-05-05T20:33:18","slug":"investigacion-de-mercado-de-franquicias-de-comida-rapida","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/es\/pericia\/investigacion-de-mercado-de-franquicias-de-comida-rapida\/","title":{"rendered":"Fast Food Franchise Market Research | SIS International"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<h1 class=\"wp-block-heading\"><a href=\"https:\/\/www.sisinternational.com\/es\/pericia\/industrias\/investigacion-de-mercado-de-restaurantes-informales-y-rapidos\/\" class=\"sis-link-recovered\" data-sis-recovered=\"1\">Investigaci\u00f3n de mercado de franquicias de comida r\u00e1pida<\/a><\/h1>\n<figure class=\"gb-block-image gb-block-image-e3552a42\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e3552a42\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-2.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Food taste testing (2)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<p>La industria de la comida r\u00e1pida sigue siendo uno de los sectores que evoluciona m\u00e1s r\u00e1pidamente. Si bien su crecimiento es evidente en todo el mundo, su trayectoria no es simplemente el resultado de men\u00fas innovadores o campa\u00f1as de marketing pegadizas. Detr\u00e1s de escena, el meticuloso proceso de investigaci\u00f3n de mercado de franquicias de comida r\u00e1pida juega un papel clave a la hora de dar forma a la direcci\u00f3n de esta industria.<\/p>\n<p>Este <a href=\"https:\/\/www.sisinternational.com\/es\/pericia\/industrias\/investigacion-de-mercado-de-cambio-de-marca-de-motocicletas\/\" title=\"Investigaci\u00f3n de mercado de cambio de marca de motocicletas\"  data-wpil-monitor-id=\"4716\">investigaci\u00f3n<\/a> not only informs businesses about current market trends but also helps companies understand consumer preferences, regional tastes, and operational challenges, among other issues.<\/p>\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 es la investigaci\u00f3n de mercado de franquicias de comida r\u00e1pida?<\/h2>\n<p>Fast food <a class=\"wpil_keyword_link\" href=\"https:\/\/www.sisinternational.com\/es\/pericia\/industrias\/investigacion-de-mercado-de-franquicias\/\"   title=\"Investigaci\u00f3n de mercado de franquicias\" data-wpil-keyword-link=\"linked\"  data-wpil-monitor-id=\"330\">investigaci\u00f3n de mercado de franquicias<\/a> provides franchises, investors, and stakeholders with detailed knowledge about the industry&#8217;s current landscape, potential growth areas, challenges, and emerging trends. This research encompasses various facets such as:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>An\u00e1lisis del consumidor:<\/strong> Comprender las preferencias, h\u00e1bitos y comportamientos de los consumidores. Esto puede incluir todo, desde sus platos favoritos y patrones de pedido hasta sus puntos de vista sobre la sostenibilidad y las opciones relacionadas con la salud en la comida r\u00e1pida.<\/li>\n<li><strong>Evaluaci\u00f3n de la competencia:<\/strong> Obtener informaci\u00f3n sobre lo que est\u00e1n haciendo las franquicias competidoras en t\u00e9rminos de ofertas de men\u00fa, estrategias de marketing, precios y t\u00e1cticas operativas. Esto ayuda a los franquiciados a identificar brechas, oportunidades y amenazas potenciales.<\/li>\n<li><strong>Eficiencia operacional:<\/strong> Evaluar los aspectos operativos de la gesti\u00f3n de una franquicia de comida r\u00e1pida, desde la gesti\u00f3n de la cadena de suministro hasta la capacitaci\u00f3n de los empleados y los protocolos de atenci\u00f3n al cliente.<\/li>\n<li><strong>Detecci\u00f3n de tendencias:<\/strong> Identificar patrones emergentes en la industria, como innovaciones tecnol\u00f3gicas en el procesamiento de pedidos, cambios hacia opciones de men\u00fa basadas en plantas o pr\u00e1cticas de sostenibilidad.<\/li>\n<li><strong>An\u00e1lisis geogr\u00e1fico y demogr\u00e1fico:<\/strong> Comprender las preferencias regionales, las influencias culturales en la elecci\u00f3n de alimentos y dirigirse a segmentos demogr\u00e1ficos espec\u00edficos.<\/li>\n<li><strong>Indicadores econ\u00f3micos:<\/strong> Revisar factores econ\u00f3micos m\u00e1s amplios que pueden afectar la industria de franquicias de comida r\u00e1pida, como los niveles de ingresos disponibles, las tasas de empleo y la salud econ\u00f3mica general.<\/li>\n<li><strong>Entorno regulatorio:<\/strong> Mantenerse al tanto de las regulaciones locales, regionales o nacionales que podr\u00edan afectar el funcionamiento de las franquicias de comida r\u00e1pida, incluidas las pautas de salud, los mandatos ambientales y las leyes laborales.<\/li>\n<\/ul>\n<\/div>\n<h1>Fast Food Franchise Market Research: How Leading Operators Win New Markets<\/h1>\n<p>Fast food franchise market research separates operators who scale profitably from those who burn capital on the wrong menu, the wrong location, or the wrong country. The discipline has matured. Concept screening, sensory validation, and trade area modeling now run in parallel rather than sequence, compressing the path from territory selection to first-year same-store sales lift.<\/p>\n<p>The strongest QSR brands treat research as a continuous instrument, not a launch checklist. They re-test menu architecture against shifting palates, recalibrate price tiers against competitive sets, and validate every market entry with primary consumer evidence before signing development agreements.<\/p>\n<h2>What Fast Food Franchise Market Research Delivers to Multi-Unit Operators<\/h2>\n<p>Fast food franchise market research is the structured study of consumer demand, competitive density, sensory acceptance, and trade area economics that informs concept design, menu engineering, site selection, and franchise development decisions for QSR brands. It combines qualitative consumer panels with quantitative sensory data and geospatial modeling.<\/p>\n<p>The output is decision-grade evidence: which markets absorb a new banner, which menu items survive a triangle test against the incumbent, which price points hold under sequential monadic exposure, and which trade areas justify development fees. Operators use it to defend royalty structures and to shape franchisee disclosure documents.<\/p>\n<h3>The Four Decisions It Informs<\/h3>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Decision<\/th>\n<th>M\u00e9todo de investigaci\u00f3n<\/th>\n<th>Producci\u00f3n<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Concept-product fit<\/td>\n<td>Focus groups, CLT<\/td>\n<td>Acceptance score, repurchase intent<\/td>\n<\/tr>\n<tr>\n<td>Menu architecture<\/td>\n<td>Hedonic scaling, JAR analysis<\/td>\n<td>Optimal flavor and portion calibration<\/td>\n<\/tr>\n<tr>\n<td>Entrada al mercado<\/td>\n<td>Trade area modeling, expert interviews<\/td>\n<td>Site viability and unit economics<\/td>\n<\/tr>\n<tr>\n<td>Price tier validation<\/td>\n<td>Sequential monadic, penalty analysis<\/td>\n<td>Defensible price ladder by daypart<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<h2>Why Sensory Methodology Drives Franchise Expansion Economics<\/h2>\n<p>Brands entering Indonesia, the Gulf, or the Philippines often discover that a recipe optimized for North American palates fails on spice tolerance, texture, or sweetness profile. The cost of discovering this after fifty units are open is the difference between a profitable master franchise agreement and a write-down.<\/p>\n<p>Central location tests with hedonic scaling and JAR (just-about-right) measurement isolate the specific attributes driving rejection. Penalty analysis quantifies how much overall liking drops when saltiness, crunch, or heat falls outside the consumer&#8217;s ideal range. Triangle tests confirm whether a localized recipe is meaningfully different from the global standard or from a regional competitor&#8217;s signature item.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><\/p>\n<p><span class=\"sis-injected-quote\" data-sis-injected=\"quote\" style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">According to SIS International Research, taste tests conducted across Jakarta, Dubai, Toronto, and Manila consistently show that spice tolerance and chicken texture preferences vary widely enough that a single global recipe rarely clears acceptance thresholds in more than two of those markets simultaneously.<\/span> Brands that invest in localized sensory calibration before franchise rollout protect both unit-level margins and the master franchisee relationship.<\/p>\n<p><\/span><\/p>\n<h2>How Concept Evaluation Shapes Pre-Launch Investment<\/h2>\n<p>Before a banner enters a new metro, the concept itself needs stress testing. Healthy positioning, value positioning, and indulgence positioning each draw different consumer segments, and each carries different real estate, labor, and supply chain implications. Focus groups that probe concept-product fit reveal whether the positioning the founder believes in matches what the consumer is willing to pay for.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><\/p>\n<p>SIS International&#8217;s focus group work with emerging QSR concepts in New York has shown that consumers reliably separate &#8220;healthy and convenient&#8221; from &#8220;healthy and aspirational,&#8221; and that the price elasticity between these two framings is steep. Operators who confuse them either underprice premium positioning or overprice value positioning, and both errors compound across a franchise system.<\/p>\n<p><\/span><\/p>\n<p>The concept evaluation phase also surfaces the location archetype. A grab-and-go counter format, a fast casual hybrid, and a drive-thru-anchored unit each require different trade area characteristics. Testing concept and format together prevents the common pattern of leasing the wrong real estate for the right concept.<\/p>\n<h2>What Trade Area and Competitive Density Analysis Reveals<\/h2>\n<p>Site selection in fast food franchise market research is where consumer evidence meets geospatial reality. Daytime population, drive-time isochrones, competitive QSR density, and adjacent traffic generators determine whether a site clears the development hurdle. The brands that scale fastest pair this geospatial layer with primary research on local dining frequency and channel preference.<\/p>\n<p>Markets like Jabodetabek, the Greater Toronto Area, and the GCC each have distinct competitive sets. Jollibee dominates Filipino chicken occasions in ways KFC and McDonald&#8217;s do not in other markets. Texas Chicken plays a different role in the UAE than in Southeast Asia. Church&#8217;s Chicken and Popeyes compete on different attributes than the bone-in chicken category leader. Generic competitive frameworks miss these distinctions, and the cost of missing them is paid in negative cash flow at units three through ten.<\/p>\n<h2>The SIS Fast Food Franchise Research Framework<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-fa733508\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-13.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Food taste testing (13)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-13.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-13-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-13-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-13-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-13-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>A defensible research program for QSR franchise expansion runs four phases in sequence and feeds each into the next.<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Phase<\/th>\n<th>Metodolog\u00eda<\/th>\n<th>Decision Gate<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>1. Concept validation<\/td>\n<td>Focus groups, B2B expert interviews with franchisee prospects<\/td>\n<td>Proceed to sensory testing<\/td>\n<\/tr>\n<tr>\n<td>2. Sensory calibration<\/td>\n<td>CLT, hedonic scaling, triangle tests, JAR, penalty analysis<\/td>\n<td>Lock recipe and portion specs<\/td>\n<\/tr>\n<tr>\n<td>3. Market sizing<\/td>\n<td>Quantitative consumer surveys, dining frequency studies<\/td>\n<td>Confirm addressable demand<\/td>\n<\/tr>\n<tr>\n<td>4. Trade area validation<\/td>\n<td>Geospatial analysis, competitive density mapping, ethnographic site visits<\/td>\n<td>Sign development agreement<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<p>Each gate produces evidence that survives franchisee due diligence and lender scrutiny. The framework also creates a feedback loop: post-launch VOC programs feed back into concept and menu refinement for the next wave of openings.<\/p>\n<h2>How Cultural Calibration Protects Master Franchise Agreements<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-581bdc5d\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Burger-3.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Burger (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Burger-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Burger-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Burger-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Burger-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Burger-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>Master franchise agreements carry development obligations measured in units per year. When the underlying consumer evidence is weak, the master franchisee absorbs the loss and the brand absorbs the reputational damage. Cultural calibration is not a soft input. It is the strongest predictor of whether the development schedule holds.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><\/p>\n<p>In structured interviews conducted by SIS with heavy users of KFC, Jollibee, and McDonald&#8217;s in Manila, respondents distinguished sharply between brands on attributes that do not appear on a standard QSR scorecard: bone-in versus boneless dominance, sweet-savory balance in marinades, and the role of rice as a default side. These attributes drive store-level transaction frequency in ways that brand awareness alone does not predict.<\/p>\n<p><\/span><\/p>\n<p>The brands that translate this evidence into menu decisions, and that resist the pressure to standardize for supply chain convenience alone, sustain unit-level economics across the master franchise system. The brands that do not, renegotiate development schedules within three years.<\/p>\n<h2>What the Best Operators Do Differently<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-6ee815d7\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-15.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Food taste testing (15)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-15.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-15-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-15-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-15-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Food-taste-testing-15-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>The strongest fast food franchise market research programs share three traits. They run sensory and concept testing in the target country with target-country consumers, not in surrogate markets. They treat competitive intelligence as a continuous feed, not a one-time scan. They build the research budget into the development agreement, so franchisees and franchisors share both the cost and the evidence.<\/p>\n<p>This is the discipline that separates franchise systems that compound from systems that stall. Fast food franchise market research, applied with the right methodology and the right cultural lens, is the instrument that makes the difference visible before capital is committed.<\/p>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">Acerca de SIS Internacional<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/es\/\">SIS Internacional<\/a> ofrece investigaci\u00f3n cuantitativa, cualitativa y estrat\u00e9gica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. Tambi\u00e9n realizamos entrevistas, encuestas, grupos focales y otros m\u00e9todos y enfoques de investigaci\u00f3n de mercado. <a href=\"https:\/\/www.sisinternational.com\/es\/sobre-la-investigacion-internacional-de-sis\/contact-sis-international-market-research\/\">P\u00f3ngase en contacto con nosotros<\/a> para su pr\u00f3ximo proyecto de Investigaci\u00f3n de Mercado.<\/p>\n<p><!-- sis-hreflang-start -->\n<link rel=\"alternate\" hreflang=\"en-US\" href=\"https:\/\/www.sisinternational.com\/expertise\/fast-food-franchise-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ar\" href=\"https:\/\/www.sisinternational.com\/ar\/expertise\/fast-food-franchise-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-CN\" href=\"https:\/\/www.sisinternational.com\/zh\/expertise\/fast-food-franchise-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-HK\" href=\"https:\/\/www.sisinternational.com\/zh_hk\/expertise\/fast-food-franchise-market-research\/\" \/>\n<link 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informaci\u00f3n sobre uno de los sectores de m\u00e1s r\u00e1pida evoluci\u00f3n a franquicias, inversores y partes interesadas.<\/p>","protected":false},"author":1,"featured_media":64705,"parent":14514,"menu_order":344,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-43269","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/43269","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=43269"}],"version-history":[{"count":8,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/43269\/revisions"}],"predecessor-version":[{"id":87765,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/43269\/revisions\/87765"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/64705"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=43269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}