Our aim is to understand better why there is a variability of performance among franchisees in a given system. Although we intend to eventually use a quantitative framework, it was felt important to initially use a qualitative, case study approach, to get a clearer picture of the main issues and parameters. Nine franchisees across three systems were interviewed, with the results reported here. Major contrasts have been identified between high and average franchisee performers in terms of their marketing and management practices.