{"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":"etude-de-marche-sur-les-franchises-de-restauration-rapide","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/competence\/etude-de-marche-sur-les-franchises-de-restauration-rapide\/","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\/fr\/competence\/les-industries\/etude-de-marche-sur-les-restaurants-fast-casual\/\" class=\"sis-link-recovered\" data-sis-recovered=\"1\">\u00c9tude de march\u00e9 sur les franchises de restauration rapide<\/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=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales 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>L\u2019industrie de la restauration rapide reste l\u2019un des secteurs qui \u00e9voluent le plus rapidement. Si sa croissance est \u00e9vidente dans le monde entier, sa trajectoire n\u2019est pas simplement le r\u00e9sultat de menus innovants ou de campagnes marketing accrocheuses. En coulisses, le processus m\u00e9ticuleux d\u2019\u00e9tude de march\u00e9 sur les franchises de restauration rapide joue un r\u00f4le cl\u00e9 dans l\u2019orientation de cette industrie.<\/p>\n<p>Ce <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-sur-le-changement-de-marque-de-moto\/\" title=\"\u00c9tude de march\u00e9 sur le changement de marque de moto\"  data-wpil-monitor-id=\"4716\">recherche<\/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\">Qu\u2019est-ce que l\u2019\u00e9tude de march\u00e9 sur les franchises de restauration rapide ?<\/h2>\n<p>Fast food <a class=\"wpil_keyword_link\" href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-des-franchises\/\"   title=\"Etude de march\u00e9 des franchises\" data-wpil-keyword-link=\"linked\"  data-wpil-monitor-id=\"330\">\u00e9tude de march\u00e9 des franchises<\/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>Analyse du consommateur\u00a0:<\/strong> Comprendre les pr\u00e9f\u00e9rences, les habitudes et les comportements des consommateurs. Cela peut inclure tout, depuis leurs plats pr\u00e9f\u00e9r\u00e9s et leurs habitudes de commande jusqu&#039;\u00e0 leur point de vue sur la durabilit\u00e9 et les choix li\u00e9s \u00e0 la sant\u00e9 dans la restauration rapide.<\/li>\n<li><strong>\u00c9valuation des concurrents\u00a0:<\/strong> Obtenir des informations sur ce que font les franchises concurrentes en termes d&#039;offres de menus, de strat\u00e9gies marketing, de prix et de tactiques op\u00e9rationnelles. Cela aide les franchis\u00e9s \u00e0 identifier les lacunes, les opportunit\u00e9s et les menaces potentielles.<\/li>\n<li><strong>Efficacit\u00e9 op\u00e9rationnelle\u00a0:<\/strong> \u00c9valuer les aspects op\u00e9rationnels de la gestion d&#039;une franchise de restauration rapide, de la gestion de la cha\u00eene d&#039;approvisionnement \u00e0 la formation des employ\u00e9s et aux protocoles de service client.<\/li>\n<li><strong>Rep\u00e9rage des tendances\u00a0:<\/strong> Identifier les mod\u00e8les \u00e9mergents dans l&#039;industrie, tels que les innovations technologiques dans le traitement des commandes, l&#039;\u00e9volution vers des options de menu \u00e0 base de plantes ou des pratiques de durabilit\u00e9.<\/li>\n<li><strong>Analyse g\u00e9ographique et d\u00e9mographique\u00a0:<\/strong> Comprendre les pr\u00e9f\u00e9rences r\u00e9gionales, les influences culturelles sur les choix alimentaires et cibler des segments d\u00e9mographiques sp\u00e9cifiques.<\/li>\n<li><strong>Indicateurs \u00e9conomiques:<\/strong> Examiner les facteurs \u00e9conomiques plus larges qui peuvent avoir un impact sur le secteur des franchises de restauration rapide, tels que les niveaux de revenu disponible, les taux d&#039;emploi et la sant\u00e9 \u00e9conomique globale.<\/li>\n<li><strong>Environnement r\u00e9glementaire:<\/strong> Se tenir au courant des r\u00e9glementations locales, r\u00e9gionales ou nationales susceptibles d&#039;avoir un impact sur le fonctionnement des franchises de restauration rapide, y compris les directives sanitaires, les mandats environnementaux et les lois du travail.<\/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\u00e9thode de recherche<\/th>\n<th>Sortir<\/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>Entr\u00e9e sur le march\u00e9<\/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=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales 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>M\u00e9thodologie<\/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=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales 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=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales 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;\">\u00c0 propos de SIS International<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/fr\/\">SIS International<\/a> propose des recherches quantitatives, qualitatives et strat\u00e9giques. Nous fournissons des donn\u00e9es, des outils, des strat\u00e9gies, des rapports et des informations pour la prise de d\u00e9cision. Nous menons \u00e9galement des entretiens, des enqu\u00eates, des groupes de discussion et d\u2019autres m\u00e9thodes et approches d\u2019\u00e9tudes de march\u00e9. <a href=\"https:\/\/www.sisinternational.com\/fr\/a-propos-de-la-recherche-internationale-sis\/contact-sis-international-market-research\/\">Contactez nous<\/a> pour votre prochain projet d&#039;\u00e9tude de march\u00e9.<\/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\" 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restauration rapide donnent aux franchises, aux investisseurs et aux parties prenantes un aper\u00e7u du secteur qui \u00e9volue le plus rapidement.<\/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\/fr\/wp-json\/wp\/v2\/pages\/43269","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=43269"}],"version-history":[{"count":8,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/43269\/revisions"}],"predecessor-version":[{"id":87765,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/43269\/revisions\/87765"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/64705"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=43269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}