Superpharm is the leading franchise chain in Israel, with a 1995 sales volume of $187 million. Burger Ranch is the second largest franchise, leading the hamburger field, according to ratings of franchise chains published today by Dun & Bradstreet.
Rating of the franchise chains was conducted according to criteria of revenue in the company and the franchises. Burger Ranch revenues in 1995 reached $50 million, representing a 31.6% increase over 1994. The company has 50 branches and more than 3000 employees.
The Kapulsky chain is ranked third, with revenues of $32 million and 42 branches.
According to the Dun & Bradstreet definition, franchises that operate branches they own are not meant to appear on the list, like Burger King and McDonald’s, whose representatives received the franchise from the worldwide company, however the Israeli branches are owned by them, and not by a secondary franchisee. Nonetheless, Burger King appears on the list, while McDonald’s is missing.
Dun & Bradstreet Deputy General Manager Doron Dafna stated in his opinion McDonald’s is, in fact, one of the leading chains in the franchise field, "however, we encountered problems of cooperation from McDonald’s and operational problems in building an assessment model for the company, and we decided not to include it in the ratings this year. We will postpone it until next year and take advantage of the intervening time in order to collect data and update the table."