Virginia Barbeques goes to the races

02/6/2006 |

Virginia Barbeques is sponsoring National Hot Rod Association races and infusing racing designs into its franchises to help differentiate its brand and boost its national expansion efforts. The company hopes to have 200 franchises within the next 10 years. "People generally franchise their businesses because they recognize franchises are an effective way to expand a business into new markets and do so fairly rapidly with a relative minimum of expense," said Matthew Shay, president of the International Franchise Association.

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