The interest in franchising in Sweden has increased noticeably over the past few years. There are over 500 franchise organizations within Sweden and this number is growing by the minute. More and more foreign business concepts see Sweden and the other Scandinavian countries as an attractive market in which to establish their systems. What is especially exciting, however, is the interest shown from the many young entrepreneurs in Sweden who see franchising as an efficient and cost effective way to spread their business ideas. Many of the new generation´s business owners do not have the prejudices against this business model that characterized previous generations. As organizations attempted to reduce operating costs during the most recent recession, bottom-line factors played a role in companies searching for lower cost alternative.