Abstract
This study is an autoethnography, a qualitative exploration of the experiences and reflections of a university professor in a food franchising course, as well as the perceptions of students, aimed at better understanding food franchise companies. Despite majoring in the hospitality field, the students in the course exhibited a lack of understanding and even a negative perception of franchising, influenced by stereotypes, perceptions, and one-sided media reports. This perspective is understandable, considering the challenges faced during my early days in the franchise industry. However, I endeavoured to highlight the potential of the franchise industry as an alternative for students in the hospitality sector and address their doubts through discussion. It is my hope that this study will provide students with a deeper understanding of the franchise industry and assist them in shaping their future in this field.
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