This study aims to investigate the importance of brand recognition and franchise support in the success of food cart businesses. In the context of the Philippines, where food cart businesses have become increasingly popular due to their low start-up costs and benefits from established franchise systems, this study emphasizes the need for a give-and-take relationship between franchisors and franchisees. Using a descriptive research method, data was gathered through questionnaires from food cart business owners. Results showed a significant positive correlation between brand recognition, perceived franchise support, and intention to retain the franchise system. Franchisors were found to consider franchisee opinions and prioritize their satisfaction, leading to strong brand recognition and positive retention intentions among franchisees. This study highlights the importance of franchisors providing adequate support to franchisees in order to optimize brand recognition and retention within the franchise system. Furthermore, the study suggests that future franchisees and entrepreneurs must have a thorough understanding of the advantages and disadvantages of investing in a franchise business, as well as the importance of trust, support, and satisfaction in maintaining successful franchise businesses