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Master's Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, London Metropolitan University, language: English, abstract: The main purpose of this thesis is to explore the relationship and its degree between the local management and the innovation within the fast food restaurant chains and argue about the communication within the different chains. Another goal is to analyze the different system structures possible within a fast food chain, comparing the author’s findings with the previous research. This will be done in order to find the more efficient system structure, to support and develop the innovation and to understand the motivations which lead the fast food restaurant chains to franchise.