This research investigates the critical determinants driving business success within the highly competitive bakery franchise sector in Thailand. Specifically, it examines the causal relationships between entrepreneurial potential, digital marketing strategies, organizational vision and goals, and management innovations. Utilizing a mixed-method research design to ensure a comprehensive analysis, the study employs quantitative data collected from 300 bakery franchise operators via stratified random sampling, alongside qualitative insights gathered from semi-structured in-depth interviews with 20 key franchise executives. The inquiry aims to assess the current levels of these critical factors, determine their direct and indirect influences on business success, and construct an integrated success model tailored to the Thai context. The expected outcomes intend to provide a strategic framework for franchise owners and investors, highlighting how aligning digital capabilities with visionary leadership and management innovation can sustain competitive advantage in a fluctuating economic landscape.