The word “franchise” was obtained from the Anglo-French word connoting “liberty.” Franchising first started in the Philippines in the 1970s. In the 1980s, foreign fast food chains emerged in Manila such as McDonald’s. Soon, Filipino entrepreneurs embraced franchising as a way to expand or increase their business, as in the case of Jollibee. Certeza (2009) describes franchising as a legalized association wherein the owner of a brand and established business method, named the franchisor, awards to another, named the franchisee, the restricted right to use its (franchisor) brand name, systems and processes in lieu of an agreed price.