Souring Franchisee Relations. In the market share game, in which McDonald's dominated all its competitors corporate management concluded that the firm with the most outlets in a given community wins. But as McDonald's unprecedented expansion continued, many franchisees were skeptical of headquarters claim that no one loses when the company opens more outlets in a community since market share rises proportionately. Still, the franchise holder wondered how much his sales would diminish when another McDonald's opened down the street The 7,000-member American Franchisee Association, an organization formed to look after franchisees' rights, claimed that McDonald's operators were joining in record numbers. Other franchisees formed a clandestine group called the Consortium, rep- resenting dissidents who felt present management was unresponsive to their concerns. They remembered a kinder and gentler company. See the following Information Box for contrasting franchisee views on the high-growth market-share policy Other concerns of franchisees were a new set of business practices developed by corporate headquarters, known as Franchising 2000. The company claimed it