Franchise or Famine: Exploring Franchising as a Side-Hustle Strategy for Salary Earners in Economically Strained Labour Markets

Abstract: As wage stagnation and inflation erode the economic security of salaried professionals in developing economies, structured side-hustles like franchising are emerging as viable income diversification tools. This study critically explores franchising as a hybrid entrepreneurship strategy for full-time employees, reframing it from a corporate expansion model into a welfare-enhancing economic intervention. Anchored in Push–Pull Theory, the Resource-Based View, and Hybrid Entrepreneurship Framework, the research applies a sequential explanatory mixed-methods design to examine how franchising mediates the tension between formal employment and entrepreneurial aspiration. Quantitative data from 320 salary earners across Lagos, Abuja, and Port Harcourt reveal that salary inadequacy (β = 0.46, p < 0.001), entrepreneurial motivation (β = 0.39), and time flexibility (β = 0.22) significantly predict interest in franchising. Franchise accessibility—measured through affordability, brand awareness, and training availability—emerged as a critical mediator. Qualitative insights from 25 franchisees and franchisors further underscore franchising’s appeal as a “controlled entrepreneurship” model, contrasting its structure and support systems with the volatility of informal gigs. However, systemic barriers such as prohibitive fees, limited awareness, and low policy support remain significant obstacles. The findings position franchising as a middle-ground pathway—balancing stability and autonomy—for professionals navigating economic precarity. The study advocates for subsidized micro-franchise programs, targeted HR inclusion strategies, and franchise literacy campaigns as policy imperatives. By democratizing access to structured entrepreneurship, franchising can evolve into a scalable national strategy for inclusive income resilience. In a labour market increasingly defined by survivalism, the choice for professionals may indeed be stark: franchise—or famine.