Franchising World Magazine - November 2023 by International Franchise Association

NOVEMBER 2023

THE

TECHNOLOGY

&TRENDS ISSUE

Launching a Franchise Brand with Two Target Audiences in Mind: The Lumin Fitness Blueprint PG. 10

Why Automation is the Key to Success PG. 15

2023’s Customer Acquisition and Brand Growth Trends: Real-Life Success Stories and Future Forecast PG. 17

There’s an App for That: How a New Innovation Is Lighting up the Holidays

PG. 20

Veterans in Franchising

Navigating the Competitive Digital Landscape: 5 Ways to Elevate Your Franchise’s Local SEO in 2024 PG. 24

PG. 34

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FEEDBACK REVIEWS RESPONSES LISTINGS

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Leveraging over 41 years of experience in the franchise industry, Benetrends continues to pave the way for aspiring business owners with tailored funding solutions. As the IFA's Preferred Funding Partner, we offer expert guidance in ROBS, SBA, Fleet, and Unsecured Funding. Our commitment? To ensure you experience a streamlined, efficient process every step of the way. Partner with Benetrends and unlock the potential for unparalleled long-term success in your franchising journey! Our Services • ROBS Funding • SBA Funding • Fleet Financing • Incorporation Services • Security Loans • Equipment Leasing • Unsecured Funding Options & More

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CONTENTS NOVEMBER 2023 • VOLUME 55 • ISSUE 5

Launching a Franchise Brand with Two Target Audiences in Mind: The Lumin Fitness Blueprint By Brandon Bean, Lumin Fitness

Why Automation is the Key to Success By Kevin King, Donatos Pizza

2023’s Customer Acquisition and Brand Growth Trends: Real-Life Success Stories and Future Forecast By Mary Hanula, Eulerity

There’s an App for That: How a New Innovation Is Lighting up the Holidays By Kyle Beach, CFE, Wonderly Lights

Navigating the Competitive Digital Landscape: 5 Ways to Elevate Your Franchise’s Local SEO in 2024 By Lizzy Young, DevHub

Marketing and Technology: The Trends That Make Franchises Successful By Bill McPherson, AlphaGraphics

Fundamentals Support Successful Franchise Marketing in an Evolving Industry By Charles J. Bonfiglio, Tint World

The Power, Value, and Opportunity of Franchising Was on Full Display at the IFA Advocacy Summit By Stephen Rupp, IFA

VETERANS IN FRANCHISING

Discovering PostService Professional Satisfaction and Success in Franchising

By Mark Sisco, Concrete Craft

From Serving the Country to Serving the Community with Home Franchise Concepts By Lloyd Biggs, Budget Blinds 4 FRANCHISING WORLD / November 2023

By Dan Mock, Mister Sparky

By James King, America’s Swimming Pool Company

Empowering Veterans through Franchise Opportunities

Veterans Join the Franchise Industry in Growing Numbers

By Detra Fitts, One Hour Heating & Air Conditioning

From Military Service to Pool Service: James King’s Journey to ASP Franchisee

Brothers Put Military Training to Work Growing Successful Business Together By Bailey and Brandon Robertson, Mosquito Squad

Veterans Utilize Service Experience to Team Up for Big Business with DoodyCalls By Zachary Crump, DoodyCalls

FOOD & BEVERAGE

Food & Beverage Franchises Industry Spotlight By Khadija Cochinwala, FRANdata

Empowering Growth: The Vital Role of Incubation Brands in Franchising By Scott Zide, Empower Brands

FRANCHISEE INSIGHTS

EDITORIAL:

Publisher Matt Haller

How to Succeed as a Young Entrepreneur in Franchising: From One Gen Z Franchisee to Another By Taral Patel, McAlister’s Deli

A Restaurant Revolution – Here’s Where the Industry’s Next Era is Headed

Exploring the Future of Franchising: Top Trends We’re Seeing in the Food and Beverage Franchise Industry By Tim Arpin, Scooter’s Coffee

TOPICS MARKETING

Graphic Designer Catherine Marinoff

LEADERSHIP

Leadership: The Ultimate Competitive Advantage

By Benjamin J. Gomez, CFE, and Joel Worthington, CFE, Mr. Electric

From the Desk of IFA’s President and CEO

By Jennifer Herskind, FASTSIGNS

FRANCHISEE FORUM

Finding Wisdom in Diverse Learning Avenues

By Jesse Keyser, Multi-unit Franchise Owner, Sport Clips, Oxi Fresh Carpet Cleaning and Ideal Image

ADVERTISING & CIRCULATION: Advertising Senior Director Carly Wooley Technology & Operations Director Sara Williamson Manager, Advertising Lauren Smith

COLUMNS

The Power of a Rebrand

Editor-in-Chief Courtney Pettinella

Creative Director Heather Bartlow

By Justin Livingston, Ziggi’s Coffee

Associate Publisher Jennifer Brandeen

MARKETING & PRODUCTION:

By Tony Libardi, Marco’s Pizza

Optimism Abounds: A Bright Future for Food & Beverage Franchising

FRANCHISING

FRANCHISE DEVELOPMENT

WORLD

INDUSTRY SPOTLIGHT

People & News Featured Franchisees

Franchising World (ISSN 1041-7311) “Volume 55, Number 5,” is published by the International Franchise Association, 1900 K St., N.W., Suite 700, Washington, D.C. 20006. For advertising information, call: IFA Advertising Department (202) 628-8000. Franchising World welcomes views and comments from its readers. Correspondence should be addressed to Editor, c/o Franchising World at 1900 K St., N.W., Suite 700, Washington, D.C. 20006. Franchising World reserves the right to edit letters for publication and also reserves the right to refuse advertising. With the publication of Franchising World, IFA is not offering legal, financial or any other professional advice or endorsements. Readers are encouraged to seek advice from professionals in specialized fields before acting on any information published herein. The views and opinions expressed in Franchising World are those of the author(s) and do not necessarily reflect the views and opinions of IFA members or staff. Copyright © 2023 International Franchise Association.

FranPAC Report Card

Welcome New IFA Members November 2023 / FRANCHISING WORLD 5

From the Desk of IFA President and CEO Matt Haller

t is hard to believe we are approaching the end of 2023 — and what a year it has been up to this point. This issue comes on the heels of IFA’s Emerging Franchisor Conference in New Orleans, bringing together hundreds of growing brands with some of the most seasoned leaders in the business. It is always so inspiring to see the new concepts entrepreneurs have turned into a reality, like Rolling Suds making a splash in the franchise space with their efficient delivery of power washing services. Innovative businesses like Beem Light Studio are key to the vitality of this business model — changing the game in wellness with cutting-edge infrared light therapies — or Restore Hyperwellness revolutionizing specialty wellness care, delivered to thousands of customers. With the ways these businesses are using franchising as their chosen model of expansion, they’re giving other aspiring entrepreneurs the opportunity to pursue their dreams of business ownership and reaching new customers in ways they would not have been able to otherwise. This innovative spirit is captured throughout these pages — looking at the latest trends in franchising and the technology to support them. IFA is proud to work day in and day out in Washington, around the nation and the world to support this growth and these new ideas so franchised businesses can impact even more lives and change communities for the better. Franchising can help improve and develop almost any business, even the cultural phenomenon that is pickleball — creative minds at Pickleball Kingdom are using the tools offered by franchising to innovate and bring joy to communities throughout the country. Whether it’s expanding a new concept in health care, developing creative methods to enhance a child’s education, expanding services to make day-to-day life a little easier, or working together as a system to solve today’s labor challenges, franchising provides the resources and network to help businesses serve more people for the better. Yet, at the same time, it is still misunderstood by too many. I have regularly discussed the many policy challenges that have arisen throughout this year, both direct and indirect attacks on the way our members do business. On October 26, the National Labor Relations Board (NLRB) issued its final rule expanding joint employment between franchisors and franchisees. The rule is as bad as expected and will allow franchisors and franchisees to be deemed as joint employers based on a new, vague definition of “indirect control.” This dangerous new NLRB policy stands poised to damage franchising and the unique relationship between franchisors and franchisees. Fortunately, U.S. Senators Bill Cassidy (R-LA) and Joe Manchin (D-WV) have already announced that they will introduce a bipartisan Congressional Review Act (CRA) resolution to overturn the joint employer rule. We are hopeful Congress will move on this quickly and preserve the franchise business model and all the good it has created for so many. While joint employer and other threats still loom, it has been incredible to watch the ways our members have come together to stave off these attacks — and protect the business model so this innovation can continue for generations to come. In September, IFA hosted hundreds of franchisees, brand leaders and suppliers in Washington, D.C., for one of our most successful fly-ins to date. With many new faces at the IFA Advocacy Summit, attendees got to experience firsthand the importance of advocacy, walking away with a greater understanding of why it is essential to take that extra step to ensure their voice is heard. As we continue to expand our partnerships, grow our education offerings, provide career-changing events, tell the story of franchising and protect the incredible work of our members through government relations, IFA is here to support everyone in their franchising journey, building an even stronger business model than we have today, together. We look forward to a strong finish to the year and working with you to shape the future of franchising. Sincerely, Matt Haller President and CEO International Franchise Association

6 FRANCHISING WORLD / November 2023

IFA’S MISSION

The International Franchise Association protects, enhances and promotes franchising.

IFA’S VISION

The preeminent voice and acknowledged leader for franchising worldwide.

EXECUTIVE COMMITTEE David Humphrey Charlie Chase Ignite Fitness Holdings FirstService Brands, Chair Inc. and California Closets, Inc. Steve Hockett Immediate Past Chair Great Clips Vice Chair Bill Hall, CFE Treats Investment, LLC Mary Kennedy Treasurer Thompson, CFE Neighborly Dan Monaghan, CFE Second Vice Chair Clear Summit Group Chair, IFA Foundation Board of Trustees

Sam Ballas, CFE East Coast Wings + Grill Chair, Franchisor Forum Jerry Akers Great Clips of Iowa/ Nebraska Chair, Franchisee Forum Geoff Seiber FranFund, Inc. Chair, Supplier Forum Advisory Board

BOARD OF DIRECTORS Tom Baber IHOP (Franchisee)

Michael Gonda McDonald’s

Todd Recknagel, CFE Three20 Capital Group

Marcus Banks Wyndham Hotels and Resorts, Inc.

Daniel Halpern Jackmont Hospitality

Meg Roberts, CFE The Lash Lounge

Dustin Hansen, CFE InXpress Rob Branca Branded Management Jon Hixson Group, Inc. Yum! Brands Michael Browning, Jr. Jim Holthouser Unleashed Brands Focus Brands Mitch Cohen Harvey Homsey, CFE Jersey Mike’s Subs; Express Services, Inc. Sola Salon Studios

Gary Robins The G & C Robins Company

Adam Contos, CFE Area 15 Ventures

Earsa Jackson, CFE Clark Hill Strasburger

Tamra Kennedy Randy Cross, CFE Fish Window Cleaning Twin City TJ’s, Inc.

Al Rodriguez Sport Clips Christina Russell, CFE Azim Saju HDG Hotels Luis San Miguel Fresh Dining Concepts Jyoti Sarolia, CFE Ellis Hospitality Group

Kimberly Crowell Kalo Companies

Aslam Khan Falcon Holdings

Heidi Schauer The Wendy’s Company

Steve Danon Restaurant Brands International

Tom Krouse Donatos Pizzeria LLC

Michael Seid, CFE CFW Clinics and One Family Health

Jay Duke BDO USA, LLP

Todd Leff Hand & Stone Massage Stephen Shields and Facial Spa Express Employment

Joe Lindenmayer, CFE Omar Simmons Clint Ehlers Exaltare Capital FASTSIGNS of Willow California Closets of Partners Grove, PA and Cherry the Gulf Coast Hill, NJ Ned Lyerly, CFE Jeffrey Sopp Starheel Ventures Kensington Hill Shane Evans, CFE Partners Massage Heights Dennis Maple Franchising Goddard Systems, Inc. Carolyn Thurston, CFE Sean Falk, CFE Erin Martin Wisdom Senior Care Just for Your Paws, Little Caesars LLC Enterprises, Inc. Charles Watson Tropical Smoothie Ron Feldman, CFE Kevin Morris Café ApplePie Capital Domino’s Pizza LLC Graham Weihmiller, Karen Finberg CFE Marriott International Dave Mortensen Self Esteem Brands BNI Greg Flynn Indi Nandhra, CFE Steve White Flynn Restaurant Mathnasium PuroClean Group and Flynn Properties Caroline Oyler Tim Williams Papa John’s Christopher Fuller Williams Fried Chicken Inspire Brands David Pepper Robin Gagnon, CFE Choice Hotels We Sell Restaurants Tom Portesy Ericka Garza MFV Expositions

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Flexible shop layouts and sales channels, such as drivethru and delivery, provide exceptional customer service and operational eﬃciency.

Our craveable Italian ice and delicious Custard sets us apart in a $28B frozen dessert industry.

Our brand-speciﬁc digital platforms and marketing tools increase operational eﬃciency and consumer reach.

Now’s the time to invest in Rita’s. ownaritasfranchise.com

©2023 RITA’S FRANCHISE COMPANY, LLC. ALL RIGHTS RESERVED. This information is not intended as an offer to sell a franchise. We will not offer you a franchise until we have complied with disclosure and registration requirements in your jurisdiction. Contact Rita’s Franchise Company, LLC, located at 1210 Northbrook Drive, Suite 310, Trevose, PA 19053 to request a copy of our Franchise Disclosure Document (FDD). RESIDENTS OF NEW YORK: This advertisement is not an offering. An offering can only be made by a prospectus filed first with the Department of Law of the State of New York. Such filing does not constitute approval by the New York Department of Law.

PEOPLE & NEWS Top

People ON THE MOVE

Laura Sasser

David Braun

FullSpeed Automotive (Grease Monkey, SpeeDee Oil Change & Auto Service, and Kwik Kar) has appointed Laura Sasser as senior vice president of retail store operations.

David Braun is now the chief development officer of Big Frog Custom T-Shirts & More.

Bad Ass Coffee of Hawaii has appointed Gregg Koffler as chief development officer.

Honors, Awards & Achievements

8 FRANCHISING WORLD / November 2023

Beans & Brews Coffeehouse has announced Chad Gretzema as their new CEO.

Dean Riviera

Gregg Koffler

Proforma is celebrating 32 of its Distributor Owners who have been recognized on the prestigious 2023 Inc. 5000 list of fastest-growing private companies in America. The Inc. 5000, an extension of Inc. Magazine’s well-known Inc. 500 rankings, has honored the extraordinary journeys of the fastest-growing companies in America since 1982. To qualify for eligibility in the 2023 Inc. 5000 listing, each privately held company must have generated at least $100,000 in revenue in 2019 and no less than $2 million in revenue in 2022, among other criteria.

Chad Gretzema

QC Kinetix is proud to announce that its Chief Executive Officer, Scott Hoots, was named CEO of the Year in the Growth Division by Business North Carolina magazine. This prestigious accolade was awarded at the annual NC CEO Summit held at Pinehurst Resort on October 2-3.

Dean Riviera has been named chief information officer of CertaPro Painters.

Brands Expanding Propelled Brands, the multi-brand platform company of FASTSIGNS, SIGNWAVE, NerdsToGo and MY SALON Suite, ended the first half of 2023 with more than 40 new deals signed across its combined network, encompassing more than double the amount of deals signed in 2022 for NerdsToGo and putting both FASTSIGNS and MY SALON Suite on track to respectively surpass their 2022 total deals signed. Goldfish Swim School Franchising, LLC, has signed an agreement to grow the brand in Florida, with the state’s eighth location slated to open at 15710 W. Colonial Drive in Winter Garden. The new school will be the second in the Orlando area for local owners, husband-and-wife team Gina Jacobs Thomas and Jon Thomas. They opened their first Goldfish Swim School in June 2017 at 5445 Lake Howell Road in Winter Park.

PEOPLE & NEWS Tint World Automotive Styling Centers expands its service along the Gulf Coast with a new location in Pensacola, Florida. Tint World Pensacola, owned by John and Jennifer Mitchell, delivers premium automotive aftermarket services and accessories to drivers throughout the western Panhandle area. CarePatrol has committed to expanding into Canada with a strategic focus on launching franchise development initiatives in Toronto and Ottawa. With this expansion, CarePatrol aims to meet the growing demand for senior care services in Canada, providing families with expert guidance in finding the right care solutions for their loved ones.

New Features America’s Swimming Pool Company (ASP) launched a new Construction Division and now has hundreds of franchised locations around the country that can offer the installation of inground concrete, vinyl, and fiberglass pools, as well as luxury pools and outdoor features. This expansion of services comes as the pool and hot tub industry reports skyrocketing demand for new residential pools and hot tubs. According to the Pool and Hot Tub Association, 96,000 new residential inground pools were constructed in 2020, the highest number in over a decade.

Canada is experiencing a significant demographic shift, with Statistics Canada projecting that by 2051, nearly onequarter of the population will be aged 65 and older. The need for senior care services is on the rise, putting strain on caregiving resources. Over the past five years, the number of Canadians aged 65 and older has reached seven million, and with baby boomers retiring at record rates, the demand for senior care is expected to grow even further. Gotcha Covered welcomes U.S. Air Force veteran Steve Ferrero and his wife Terri to the franchise family. Steve and Terri own and operate Gotcha Covered of Roseville, the newest location in California.

GYMGUYZ has launched Assisted Stretch services in addition to their existing training services. Assisted Stretch services are now available at participating GYMGUYZ locations. Clients will have the option to add a 30-minute assisted stretch session to the beginning or end of their existing personal training package.

Franchising Gives Back Bow Wow Buddies Foundation, a 501(c)(3) nonprofit organization founded by Camp Bow Wow and dedicated to helping sick and injured dogs, is celebrating its millionth dollar granted to dogs in urgent medical situations. The Bow Wow Buddies Foundation is saying “Thanks a Million” to its supporters and showcasing 15 recent grant recipients from rescues and pet parents who needed financial assistance to fund lifesaving veterinary procedures.

SPONSORED BY

In Memoriam

It is with profound sadness that IFA announces the passing of Neighborly President and CEO, Mike Bidwell, in September. Bidwell had been a part of the Neighborly family for almost 40 years. He began his career in April 1984 when he opened a Rainbow International® Carpet Cleaning & Restoration franchise in Tucson, AZ. In 1987, Bidwell became the first multi-concept franchisee and area developer when he started the first Worldwide Refinishing Systems — now known as DreamMaker Bath and Kitchen. He later added a third franchise brand to his portfolio, Mr. Rooter® Plumbing in 1992. Mike Bidwell was an integral part of the franchising community and he will be sorely missed. IFA extends heartfelt condolences to the Bidwell family. 7

Predictive Performance Executive Search

www.capodice.com (941) 906-1990 Ranked Among America’s Best Executive Search Firms November 2023 / FRANCHISING WORLD 9

FEATURE

LAUNCHING A FRANCHISE BRAND WITH TWO TARGET AUDIENCES IN MIND: THE LUMIN FITNESS BLUEPRINT By Brandon Bean, Lumin Fitness

10 FRANCHISING WORLD / November 2023

Crafting dual-focused strategies: Brandon Bean unveils how Lumin Fitness was designed with both consumers and franchise owners in mind, paving the way for franchise success from day one.

hy do so many businesses get into franchising? The answers vary, but often well-established companies with proven models view franchising as a vehicle to expand their brand and propel their business to greater heights. But what if you want to launch a brand as a franchise from day one? That’s exactly the blueprint we created at Lumin Fitness, laying the groundwork for franchise success from the outset by crafting a brand strategy with both future customers and potential franchise owners in mind.

The Birth of an Idea

After years of building a career in fitness franchising, a realization dawned on me: while technology was rapidly advancing in other sectors, traditional brick-and-mortar fitness spaces seemed to be lagging behind. The market was ripe for innovation, and the potential was there to completely transform how technology and fitness coexist. My co-founder Omeed Shams and I spent the next four years alongside a trusted team of experts developing Lumin Fitness, The World’s Smartest Fitness Studio. Our state-of-the-art boutique fitness concept combines personal training with a group fitness community in an AI-powered, immersive environment that changes daily and evolves over time. By utilizing cutting-edge technology to meet the growing demand for hyper-personalized fitness experiences, we’ve developed something that is truly original and nearly impossible to replicate in a highly saturated and constantly growing fitness industry.

November 2023 / FRANCHISING WORLD 11

As if developing the high-tech consumer experience wasn’t enough, we were simultaneously designing the business model to operate as a franchise. I knew that our business was set up perfectly for accelerated expansion, and franchising was the best way to make that happen. As soon as we opened our flagship studio, we were ready to start selling franchises. As a franchisor, there were three key principles that guided me and my team through the brand development process to make for a successful franchising launch:

Surround Yourself with the Right People

The worst mistake an entrepreneur can make is to try to do everything themselves. I knew I would need to enlist the right partners to make my vision come to life. Over the course of Lumin Fitness’ development, we created a team with extensive experience in the fitness, franchising and gaming industries. My co-founder, Omeed Shams, a successful tech and gaming entrepreneur and avid fitness enthusiast, is the technology brain behind everything. Our Chief Development Officer Craig Sherwood, a former colleague of mine from Gold’s Gym, has driven significant growth for some of the biggest household names in franchising. With experts like these two in the mix along with many others, we have an especially solid foundation to build from. Franchising works when the franchisor respects the fact that they are asking someone else to use their money to grow the franchisor’s brand. As such, the franchisor must hire a service-minded team that is absolutely committed to the success of each franchisee. Having a team that shares these values and has a track record to prove it is a major differentiator.

12 FRANCHISING WORLD / November 2023

Establish Your Identity

Creating something truly revolutionary presents a serious educational hurdle to overcome. If you’re delivering a product or service no one has experienced before, then how can you succinctly educate consumers on what it is and why they should buy in? Before formally introducing Lumin Fitness to the masses, we conducted consumer testing in our test studio as well as a two-month preview period at our flagship studio in Irving-Las Colinas, Texas, to show proof of concept. This provided opportunities for people to see, feel and experience our concept in person as well as give us valuable feedback. From a franchising perspective, we also wasted no time in preparing our franchise disclosure document (FDD) to ensure we were fully ready to start selling franchises as soon as our flagship studio opened. The FDD is often mistaken solely as a legal necessity, but in reality, it’s about crafting your brand’s story. It communicates not only the logistical details but also the ethos, values and vision of the brand. It is the first step in a partnership between the franchisor and franchisee, built on mutual trust, understanding and a shared vision for the brand’s future. While it may be tempting to start selling as soon as you can, keep this in mind: the stronger your brand identity is through proof of concept and your FDD, the more successful you will be in growing your brand.

Shape Your Systems

The power of franchising lies in an emphasis on the importance of systems to ensure smooth, efficient and fulfilling experiences for everyone involved — both customers and franchisees alike. We knew that without clear systems in place for our eventual franchise owners to follow, then we could never make it as a franchise. So, as we looked to create those systems, we remained steadfast in the mindset that inspired Lumin from the start: technology can unlock incredible opportunities when harnessed effectively. Much like we reinvented the entire experience for customers through our app and studio to emphasize hyper-personalization, we’re doing the same for franchisees. Lumin’s optimized business model includes custom-built back-of-house systems that streamline operations for the owner by embracing technology, therefore allowing franchisees to focus on interacting with members and building a strong Lumin community. This starts the minute someone expresses interest in a Lumin Fitness franchise, with an internal app that guides potential franchisees through the discovery process.

THE PATH TO BECOMING A CERTIFIED FRANCHISE EXECUTIVE TM (CFE) APPLY TODAY! BEGIN TODAY! Visit: franchise.org/certification Email: cfe@franchise.org

Of course, advanced technology can be difficult to develop and optimize for your very specific needs. But if you are willing to invest the time and resources in technology that will improve the experience for both your customers and your franchise owners, it can refine your franchise system to become a major selling point for your business.

Franchising with a Vision

As my journey with Lumin Fitness has shown, franchising a brand from day one is not something that happens overnight. It’s not just a means for replicating a business; it’s the steppingstone to revolutionizing an industry. By leveraging the right expertise, creating a strong brand identity and leaning into technology to build effective systems, you will be headed toward turning your vision into something lasting and impactful. 7 Brandon Bean is the co-founder and CEO of Lumin Fitness and its parent company Mixed Partners, a global partnership of fitness, gaming and entertainment industry veterans. For more information about IFA franchisor member Lumin Fitness, please visit franchise.org/franchise-opportunities/lumin-fitness.

Application.

Applications may be completed online at franchise.org/cfe

Acceptance.

Applicants will receive email notification regarding acceptance of CFE candidacy and next steps to launch your CFE journey.

Acquire credits.

You will be provided with a CFE Getting Started Guide that explains the program requirements and details for selecting the education courses that best fit your schedule and goals.

Program completion.

Program requirements can be satisfied through a combination of professional franchise experience, approved event participation, and authorized education courses.

Congratulations! You’re a Certified Franchise Executive!

You now join the ranks of thousands of franchise leaders worldwide who have earned the esteemed CFE designation!

November 2023 / FRANCHISING WORLD 13

A PIZZA FRANCHISE LOADED WITH OPPORTUNITY. The pizza business is good. The Donatos Pizza business - even better. Learn more at: donatospizzafranchise.com

• ESTABLISHED BRAND ACROSS THE USA AND SERVED IN 430+ LOCATIONS • PRIME MARKETS AVAILABLE • $1.3M AUV 2023 DONATOS PIZZERIA,LLC.THIS ADVERTISMENT DOES NOT CONSTITUTE AN OFFER TO SELL A FRANCHISE. THE OFFER OF A FRANCHISE CAN BE MADE ONLY THROUGH THE DELIVERY OF A FRANCHISE DISCOSURE DOCUMENT (FDD). CERTAIN STATES REQUIRE THAT WE REGISTER THE FDD IN THOSE STATES. THE COMMUNICATIONS IN THIS ADVERTISMENT ARE NOT DIRECTED BY US TO THE RESIDENTS OF ANY OF THOSE STATES. MOREOVER, WE WILL NOT OFFER OR SELL FRANCHISES IN THOSE STATES UNTIL WE HAVE REGISTERED THE FRANCHISE (OR OBTAINED AN APPLICABLE EXEMPTION FROM REGISTRATION) AND DELVERED THE FDD TO THE PROSPECTIVE FRANCHSIEE IN COMPLIANCE WITH THE APPLICABLE LAW.WWW.DONATOSPIZZAFRANCHISE.COM

FEATURE

WHY AUTOMATION IS THE KEY TO SUCCESS By Kevin King, Donatos Pizza

As more franchises turn to technology, Donatos remains at the forefront of innovation.

n today’s world, technology is developing faster than ever before, and this evolution is having an immense impact on the franchising industry. This rise in technology emphasizes the importance of innovation and automation to businesses, reshaping the landscape vastly. When franchises adapt and incorporate new technology into their businesses, it helps streamline operations and enhance customer experiences. At Donatos Pizza, we are wholeheartedly embracing this shift and are integrating automation, digitization and cutting-edge technology to push our business forward and deliver an innovative business opportunity to our franchise partners. Drawing from my personal experience in the pizza business, and technology advancement at Donatos, I am here to share insights that can help guide franchisees to the path of success.

At Donatos, we have always prioritized and continue to follow our unwavering commitment to technological advancements. The Grote Company, founded by Jim Grote, the founder of Donatos, has been a pioneer in food processing automation for over 50 years. The Edge Innovation Hub, our innovation arm at Donatos, was created in 2018 and has since evolved into a creative ecosystem dedicated to pushing the boundaries of technology. In 2022, Agape Automation officially launched as a standalone business dedicated to advancing automation technologies.

“

Going digital enables you to learn about your customers before they even set foot in your store, while automation affords you extra time to prioritize customer satisfaction.”

At Donatos, we collaborate with all these businesses to create innovations that range from fully autonomous stand-alone restaurant concepts to compact prep-bots. The devices are built to free up busy workers and allows certain processes to operate with more ease. For instance, our

November 2023 / FRANCHISING WORLD 15

“Peppamatic” automates the intricate process of slicing and applying pepperoni directly onto pizzas, a feat that involves positioning 100 slices on a single 14-inch pie. Meanwhile, our “Sm^rt Ring” and “Sm^rt Saucer” technologies ensure precision in sauce and topping application. Devices like this streamline the pizza-making process, ensuring that every pizza adheres to our high-quality standards at Donatos and that running the business is smoother for our franchise partners. Today, most of our orders are placed online with minimal human touch. Guests have the freedom to explore our menu and personalize their orders. Mistakes are rare, and typically originate from the guest’s end rather than human error by our staff. If a mistake does occur, our staff has more time to address their needs and prioritize customer relationships. By automating tasks such as precise cheese distribution and perfect pepperoni slicing, our staff can focus on ensuring each guest leaves happy and well-cared for. This workflow can be adopted by many franchise businesses. Going digital enables you to learn about your customers before they even set foot in your store, while automation affords you extra time to prioritize customer satisfaction.

“

The true power of automation lies in its ability to deliver unwavering consistency.”

The true power of automation lies in its ability to deliver unwavering consistency. Reliable preparation of pizzas and consistent delivery times result in happy, satisfied customers who trust our brand. This trust cultivates customer loyalty, ensuring they return to us time and time again. Without our emphasis on automation and technology, ensuring timely pizza delivery would be a considerable challenge. The labor shortage that plagues many businesses has made automation not just a choice, but a necessity at Donatos and many other establishments. Our intention at Donatos is not to replace our human workers, but give them the

16 FRANCHISING WORLD / November 2023

help they need to ensure consistency and excellence in customer service and, most importantly, to serve our customers their favorite pizza when they want it.

“

The labor shortage that plagues many businesses has made automation not just a choice, but a necessity at Donatos and many other establishments.”

Looking ahead, we remain committed to technology and innovation. We are excited about expanding the deployment of autonomous restaurants through our innovative pizza vending machines with our collaborations with Agape Automation and Edge. I encourage other businesses to embrace automation, which helps Donatos enhance production efficiency and eliminate wait times for our guests. While technology is a vital component of the Donatos experience, our fundamental mission remains unchanged: to serve the best pizza and make your day a little better. The pizza-making process has and will continue to improve, making it even easier for customers to savor our abundantly topped pizzas, subs and salads. In a world where the restaurant industry and the franchise landscape are witnessing a surge in automation, we at Donatos proudly remain on the cutting-edge of technology and innovation. 7 Kevin King is the president of Donatos Pizza. For more information about IFA franchisor member Donatos Pizza, please visit franchise.org/franchise-opportunities/donatos-pizza.

FEATURE

2023’S CUSTOMER ACQUISITION AND BRAND GROWTH TRENDS: REAL-LIFE SUCCESS STORIES AND FUTURE FORECAST By Mary Hanula, Eulerity

It’s been an astounding year for technological advancements.

his year, we’ve seen Artificial Intelligence (AI) and marketing automation become synonymous with a brand’s marketing success. A recent survey concluded that, “61.4 percent of marketers have used AI in their marketing activities,” and, “44 percent have adopted AI for marketing production.” The brands that choose to be progressive and take advantage of new technology are the ones that will stand the test of time. Those that are weary of technology often misinterpret it to be incredibly complicated or lacking transparency. I’m here to highlight all the ways that technology has not only aided, but accelerated, brand growth with a focus on the profound impact AI and automation has had on brands’ customer acquisition efforts.

November 2023 / FRANCHISING WORLD 17

Marketing technology has transformed the way brands communicate with their customers, giving brands the power to be anywhere and everywhere that their prospects and customers already are online. There is no more wishful thinking for a great marketing tool needed — automation and AI answered and made dreams a reality. Marketing automation is a powerful tool that streamlines repetitive, mundane tasks, allowing brands to concentrate on more significant, strategic initiatives. By automating processes, companies can save time and resources, and supercharge their current team to take on more without constant repetitive work. Marketing automation takes care of data analysis, customer engagement strategies and innovative campaigns, fostering a more strategic and results-driven approach to marketing efforts. With AI, predictive analytics analyze your customer’s online activity and apply retargeting to make sure that you and your services are staying top of mind. Automation has hands down been one of the biggest allies for increases in customer acquisition for brands.

“

Marketing automation is a powerful tool that streamlines repetitive, mundane tasks, allowing brands to concentrate on more significant, strategic initiatives.”

Ask yourself, have you ever waited impatiently for data, demographics, or results from a vendor partner? Then had to implement an entirely new marketing strategy that took months to concoct? Automation eliminates the middleman while ensuring you’re in charge. Your franchise locations can now have the most hyper-locally targeted marketing campaigns and still be using corporate guidelines which are brand compliant. You can maintain a national ad fund while also encouraging franchisees to invest in automation. The differences they see from these marketing efforts is shocking. For example, Hand & Stone Massage and Facial Spa, a category leader with over 600 locations, partnered with Eulerity, a marketing automation platform, to simplify their social marketing by integrating posts, paid ads and YouTube campaigns. John Teza, Hand & Stone’s Chief Executive Officer, cites the hyper-locality that automation provides, saying, “It empowers them to think local while maintaining our brand identity and saves valuable time.

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With data-driven insights, they ditch guesswork and adapt to evolving consumer trends in real time. Personalization enhances customer acquisition, fostering loyalty and advocacy.” Gone are the notions that you must give up authenticity and personalized outreach in order to make your marketing more efficient. Now, you can have it all, have it instantly, and see the results in real-time. According to a survey by Gartner, “63 percent of marketing leaders are planning to invest in generative AI in the next 24 months, with slightly more than half of respondents (56 percent) seeing greater reward than risk in generative AI.” Let’s talk about the concept of reward being greater than risk. We consistently try to use our better judgment and skills when making our next marketing move. This can sometimes become too subjective. AI and automation help create and confirm marketing strategies based on data driven insights combined with always on marketing optimization. This practice eliminates subjective labor intensive efforts in favor of automatically discovering the highest performing, optimized delivery of your best ad assets and campaign strategies. Customers are impressed by effective marketing, and they know its effectiveness when they end up hearing about your product, seeing it advertised online and then taking action. In regards to customer acquisition, another brand that saw an increase in that area for 2023 is AR Workshop. Franchisees of this brand witnessed incredibly impressive results within a four month period after infusing marketing automation into their marketing strategy. Brand locations using marketing automation saw a staggering average ROI jump of 168 percent and a remarkable 116 percent surge in new user traffic to local landing pages. These outcomes underscore the evolving landscape of consumer engagement in the digital age, where precision and efficiency are paramount. Maureen Anders, CEO and co-founder of AR Workshop, spoke on automation’s impact on customer acquisition, saying, “The integration of automation and AI has proven to be nothing short of revolutionary for our brand. Not only have we seen a substantial boost in revenue, but it signifies a deeper, more meaningful engagement with our customer base. The influx of new visitors shows actual people interested in our brand, products and services.” Anders went on to say, “Technology ceases to be a tool; it becomes a strategic partner, offering profound insights into customer preferences and behaviors. Automation and AI have given us a profound understanding of our target audience’s preferences and behaviors, enabling us to tailor our marketing efforts with unmatched precision. This type of tech ensures that our brand resonates with the right audience at the right time.”

With technology on your side, an increase in customer acquisition has never been more achievable. In fact, there are so many different types of technology and advancements in AI that will continue to become a tried and true aspect of your brand’s marketing efforts. In 2023 we saw the steady rise of ChatGPT, chatbots, marketing automation and AI. What can we expect in the future? One thing we’ll start seeing a lot more of is conversational AI, with chatbots powered by AI becoming increasingly sophisticated and useful. Bots will continue to handle mass customer queries, but also assist in personalized product recommendations using Natural Language Processing (NLP) and more. We’re going to see more personalization at scale, with AI algorithms currently enabling the analysis of vast datasets to create highly personalized and targeted marketing campaigns. This personalization will continue to extend to content, product recommendations, the timing of marketing messages and more. Brands are expected to tailor their SEO strategies to accommodate natural language queries and voice search optimization. Augmented Reality (AR) and Virtual Reality (AR) are finding applications in marketing, especially in the retail sector. Virtual try-ons, immersive shopping experiences and interactive advertisements are becoming increasingly prevalent. One thing is for sure — the options are endless, but the future is here. 7 Mary Hanula is the senior director of marketing for Eulerity. Eulerity brings brands AI-optimized digital marketing, optimized ad spend, seamless ad creation, and automated ad deployment — all available on the first ever online advertising app. Eulerity prides itself on partnering with Fortune 500 companies and top franchise brands to revolutionize digital marketing and give business back to business owners. For more information about IFA supplier member Eulerity, please visit franchise.org/suppliers/eulerity-inc.

November 2023 / FRANCHISING WORLD 19

FEATURE

THERE’S AN APP FOR THAT: HOW A NEW INNOVATION IS LIGHTING UP THE HOLIDAYS By Kyle Beach, CFE, Wonderly Lights

20 FRANCHISING WORLD / November 2023

It feels like every time we turn around there’s new technology out there designed to make our lives easier in some way.

eing in the age of digital transformation, businesses especially are embracing technology to enhance customer experiences, create value and provide more tailored solutions. Take the AI language processing tool, ChatGPT, for example. The OpenAI chatbot reached 100 million users in its first two months of launch, breaking previous records for the roll-out of online apps. Technologies are advancing at lightning speed and companies are investing for the future. Nearly 92 percent of Fortune 1000 companies are increasing their funding into Big Data and AI.

“

Nearly 92 percent of Fortune 1000 companies are increasing their funding into Big Data and AI.”

Technologies like AI, drones, analytics and virtual and augmented reality are paradigm shifts for many companies, streamlining operations and optimizing the customer experience. Customer Relationship Management (CRM) Systems have transformed businesses by supplying tools to track and manage interactions with prospects and customers. This enables businesses to tailor marketing efforts more effectively, improve customer service and boost sales. But a necessary part of embracing the newest, latest and greatest technologies is finding what fits your brand’s needs. Our franchise, Wonderly Lights, has not only welcomed technological innovation but used it to devise remedies for efficiency challenges faced in the field. We recognize the immense potential that thoughtful technology offers, particularly in the interest of enhancing our customer interactions.

November 2023 / FRANCHISING WORLD 21

Finding Inspiration in Frustration

It was becoming clear to our franchise leadership and owners that we had to augment our technology to continue providing the same commitment to excellence for our customers. As a growing holiday lighting franchise, initially, our team relied on an existing software app to design mock-up installations to show clients how their homes will look when adorned with our customized lighting and décor. While the original app provided a basic rendering, it failed to capture the essence of our offerings. For example, bulb shapes varied, free-hand drawings of mini lights weren’t possible and the overall depiction was not always consistent with our signature premium style. What’s more, the inability to provide varied pricing options like ‘good, better, best’ quotes or save designs for further refinements made the process tedious. For us, this wasn’t just about showing a client a visual representation of how their home would look, we knew we needed to up our game, ensuring that every touchpoint echoed our brand promise — and the generic app we were using was not up to this caliber.

“

But we are navigating the balance between tradition and innovation, a strategic move all franchises should be making in this era of accelerated technological innovations.”

Crafting a Tailored Experience

Understanding our unique needs and seeing the gap in our existing tool, we decided to take matters into our own hands. The goal was clear: create an application that not only made the design process user-friendly at a higher speed but also accurately represented the brand’s product line and service offerings.

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The new Wonderly Lights Design App does just that. It’s a proprietary software application, allowing for timely updates and developments based on evolving requirements. Franchise owners will receive training to employ the App effectively, be it during on-site estimates, at marketing events, or for virtual engagements. A game-changer feature of the app is its adaptability. It accepts both on-site photography or image uploads. This flexibility ensures that even if our design professionals aren’t present at the customer’s location, they can still receive and work through design consultation requests. In addition, immediate mock-ups with pricing can be sent to clients, enhancing the speed and efficiency of interactions.

A Future Lit by Innovation

The realm of technology is ever-evolving. With advancements in AI, Wonderly Lights plans to integrate more user-friendly elements into our App. One such addition on the horizon is the smart measurement feature, set to streamline the estimating process further. Embracing technological advancements not only underscores a brand’s professionalism but also gives it a competitive edge with the promise of increased conversion rates. Perhaps your franchise mirrors our challenges, competing with local businesses that might rely on conventional operations methods. Technology can help you stand apart from the crowd, by integrating fresh ideas into your core processes. We’re in a business that is steeped in tradition — decorating homes for the holidays. But we are navigating the balance between tradition and innovation, a strategic move all franchises should be making in this era of accelerated technological innovations. It exemplifies how technology, when used thoughtfully, can enhance not just operational efficiencies but also brand-customer interactions. 7 Kyle Beach is the director of operations for Wonderly Lights, the newest offering from Buzz Franchise Brands. He has 15 years of franchising experience working in operations across both wellestablished and emerging brands and is a Certified Franchise Executive (CFE).

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FEATURE

NAVIGATING THE COMPETITIVE DIGITAL LANDSCAPE: 5 WAYS TO ELEVATE YOUR FRANCHISE’S LOCAL SEO IN 2024 By Lizzy Young, DevHub

When it comes to franchise marketing, one of the most effective ways to support franchisee growth in your markets is through local Search Engine Optimization (SEO).

24 FRANCHISING WORLD / November 2023

ot only does it help franchisees gain a competitive edge, but it also drives traﬃc to your website, user actions, and ultimately, revenue.

Understand the Different Types of SEO for Your Franchise Website

Local SEO is one of the most powerful tools for your consumer marketing and franchise development.

After all, you’re on a mission to drive franchisee success, and every click, call, online order, form fill, or request for driving directions is another revenue opportunity for you and your franchisees. There are three main types of SEO: on-page, off-page and technical. On-page SEO primarily concerns each page’s content — from keyword optimization to relevancy. Search engines want to ensure that the pages they are recommending to users match their search inquiries. Meta titles and descriptions are types of “tags” that let search engines know what each page’s content is about so that they can better match it with search inquiries. Other components, like URL structure, internal linking and image optimization also improve site structure and accessibility. Off-page SEO helps build your brand’s EAT — expertise, authority and trust. These are all crucial factors search engines consider in their rankings, and franchises can demonstrate it through guest posting for others and linking back to your site, managing your online reviews, promoting your content on social media, collaborating with other brands or influencers and acquiring backlinks from other websites. Lastly, technical SEO is a key component of your digital customer experience and includes everything from the speed of your site to mobile optimization, easy navigation and schema markup (to communicate your page’s content to search engines).

Update Your Local Pages and Microsites

While many franchise brands have location or service area finders on their websites, having and regularly updating a local page or microsite for each one can drive business like never before for your franchisees. Whether your brand needs local pages or microsites is largely dependent on your industry. For instance, those with a core offering (such as restaurants) typically opt for local pages, as they are enough to display each location’s relevant information — from their address and contact information to their menu and online ordering platform. Meanwhile, franchises with multiple offerings (such as personal, home, or commercial services) benefit from microsites, as they can have a page dedicated to each specific service to enhance their SEO in each market. For instance, if a home services brand offers driveway repair as one of many services, an individual page on a microsite will ensure they show up on search engines when someone searches for that specific service near them.

November 2023 / FRANCHISING WORLD 25

Evaluate and Hyperlocalize Your Content for Each Market

Whether your internal team or an agency partner is running your local franchise websites, you’ll want to audit your website content regularly. Depending on how your CMS platform is set up, this could mean sorting through pages one-by-one or making systemwide tweaks and applying them to all pages at once. Start by ensuring you are using the keywords consumers are searching for, and the ones competitors are ranking for. Use keyword research, competitive analysis, and reporting tools to determine what on-page changes need to be made, and don’t be afraid to test out new keywords or content as you build on your marketing strategy.

Your local pages and microsites should be using hyperlocalized title tags, meta descriptions, and keywords. And though localized information like addresses, service areas, and contact information may change, your local pages’ look, feel, and core content should be consistent throughout your brand. If your site’s performance has been at a “standstill” for months, it may come down to gaps in your optimization strategy and a lower ranking in your local markets.

Combat Any Digital Discrepancies

Franchising is unique in that when it comes to your brand’s local presence, franchisor and franchisee efforts must be in sync. From website content that does not match up with Google Business profiles to duplicate profiles with conflicting information, online listings fuel your local SEO and ultimately, consumer decisions.

26 FRANCHISING WORLD / November 2023

You’ll want to ensure your listings are up-to-date, especially when it comes to each location’s NAP (name, address and phone number). Occasionally, a franchisee may lose access to their existing Google Business proﬁle and create a new one. This may also occur through acquisitions, as the old owners may not have transferred ownership of the listing to you or your franchisee before their exit. If that’s the case, you’ll want to gain ownership of your duplicate listing as soon as possible — you can do this by clicking “Claim this business” on any listing. A notiﬁcation is then sent to the listing’s current owner, who will have to grant you access. If they do not, you may have the option to verify that you own the business through phone, email, or direct mail.

Maintain the Latest Web Standards

Because web and industry standards are always changing, launching local sites and pages is never a “one-and-done” situation. If you don’t keep up with the latest benchmarks, your SEO will suﬀer. Streamlining the management of all your sites and pages will allow you to make these changes system-side. There are three core web vitals to maintain or strengthen your Google ranking: Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS). The ﬁrst two are a measure of speed — how long it takes the largest piece of content on a page to load and the lag time from when a user takes an action to when a result appears. The last is a measure of stability — how the elements on a page shift as users click, scroll and hover.

Unlocking Franchisee Growth with Local SEO

Your website is your core presence, and it’s a lot more than just a “box to check” for your digital marketing. Local SEO turns your sites and pages into a powerful conversion tool — one that benefits your consumer marketing and franchise development eﬀorts alike through discoverability, additional revenue, franchisee growth, and a smoother, more personalized customer experience. 7 Lizzy Young is the growth marketing manager at DevHub, a franchise website platform helping franchisors unlock hidden revenue and drive franchisee growth through CMS localization. Lizzy helps brands of all sizes own their markets (and their digital platform). Since getting her start in franchise marketing and public relations right out of college, Lizzy has worked with dozens of franchisors and franchisees to drive growth locally, nationally and internationally. For more information about IFA supplier member DevHub, please visit franchise.org/ suppliers/devhub.

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FEATURE

MARKETING AND TECHNOLOGY: THE TRENDS THAT MAKE FRANCHISES SUCCESSFUL By Bill McPherson, AlphaGraphics

Trends are nothing new when it comes to franchising.

hether it’s the emergence of AI or the ongoing trend of private equity firms growing home service franchises, there are always new trends each year that pop up. For franchisors and their executive teams, it’s important to be aware of these trends and analyze which one’s work and which ones are just fads that will eventually fade away. The marketing and technology sectors of a franchise are not different when it comes to trends. As technology advances, individuals try to find ways to utilize it to best suit their businesses. As we enter the final quarter of 2023, now is a great time to look at some of the trends that have helped franchises grow and build better experiences for franchisees and customers alike.

Marketing Trends

Marketing is a tool that every company must use regardless of whether they are a franchise or an independent business owner. It is an important aspect of both customer acquisition and brand growth. One trend that has been helpful for franchises across the board is the ability to resonate on a

28 FRANCHISING WORLD / November 2023

personal level with decision-makers. As a primary effect of the pandemic, people who are looking for goods and services want to be treated fairly while receiving quality products and services. By resonating with these decision-makers through loyalty programs, quality products and services and customized/branded solutions, the consumer is buying from you while also being treated is a positive manner.

“

By resonating with people’s needs and treating them with respect, it helps create a positive aura around your brand name.”

A good example of this, using AlphaGraphics, is the brand makeover contest our marketing team has developed. The winner of this contest receives a complete makeover. While this is great for the winning business, our franchisees also get highlighted with a full marketing campaign showcasing the impact they have on their community. By resonating with people’s needs and treating them with respect, it helps create a positive aura around your brand name.

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Customers are often making decisions and purchases on their phones, so it’s important to provide the necessary access for customers to utilize and reach your franchise.”

Embracing Technology

It is impossible to grow a franchise or independent business without embracing technology. In 2023, there were three major trends that I saw regarding technology resources. The first was customer relationship management. With interactions with customers being vital to growth, it’s important for CRMs to be efficient and intuitive. Having a mobile interface and access is also an ongoing trend. Customers are often making decisions and purchases

on their phones, so it’s important to provide the necessary access for customers to utilize and reach your franchise. Most franchises are making this change. To grow, you must make sure that you have a mobile interface and access. The third biggest trend, and something that is popular in the news, is the use of ChatGPT. Companies are utilizing this technology for various business operations, and it’s an efficient way to reduce workflows. For example, franchises may use ChatGPT to craft messaging for social media or automatic replies for customer service problems. Whether it’s the franchisee or a key person in the organization, having a person who embraces technology on your team can give you a leg up on the competition.

Technology and Marketing

Technology is always changing. As a direct result of e-commerce businesses like Amazon, decision-makers are wanting goods and services as quickly and easily as possible. This has forced franchises to think differently. Franchisors must embrace advancements in technology. Consumers will continue to search for companies that make access easy and use technology to deliver on demands quickly and efficiently. Entrepreneurs looking to join a franchise should make sure they select one that is a thought leader in their industry and technology. 7 Bill McPherson is the vice president of franchise development for PostNet, a global leader in high-quality printing and shipping solutions, and AlphaGraphics, a leading franchisor of printing and marketing solutions. With over 29 years of franchise leadership, he has led franchise development and real estate for B2B, B2C, retail and in-home senior care concepts. For more information about IFA franchisor member AlphaGraphics, please visit franchise.org/franchiseopportunities/alphagraphics-inc.

November 2023 / FRANCHISING WORLD 29

FEATURE

FUNDAMENTALS SUPPORT SUCCESSFUL FRANCHISE MARKETING IN AN EVOLVING INDUSTRY By Charles J. Bonfiglio, Tint World

Marketing is the engine driving the franchise industry.

t’s the fuel for franchise growth. With successful marketing efforts, franchisors can raise brand awareness and loyalty among consumers while reaching into new markets and connecting with future franchisees. Technology and disruption are having an ongoing transformative impact on the details of marketing in today’s franchise industry. More and more potential owners are familiar with social media and its user generated content. Consumers and franchisees are increasingly sophisticated. Franchisors must find new ways to stand out in a crowded marketplace while delivering meaningful interactions.

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From a wider perspective, the fundamentals of franchise marketing remain the same. Here are a few ways franchisors can successfully apply the basic principles of franchise marketing in today’s evolving landscape.

Diversify

In today’s market, successful franchises must reach more than one demographic. Particularly in the franchise sector, exceptional new owners emerge from diverse backgrounds, each contributing a unique blend of skills and experiences to their roles.

Passion, drive and proven ability of working well with others outweigh specific industry experience or skills. Adapt your message to potential owners across multiple platforms and channels. Utilizing a multifaceted strategy allows you to connect with a broader spectrum of potential owners. You’re likely to discover great new partners outside traditional channels.

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Franchisors must find new ways to stand out in a crowded marketplace while delivering meaningful interactions.”

Focus

While you want to reach a wide audience, it’s important to present each group with the right message. Franchisors must balance consumer marketing that raises brand awareness and enhances credibility with franchisee efforts designed to recruit new owners. While there are many subgroups within those two broad audiences, few retail outlets or service providers succeed by selling a limited selection of specialty items to a small group of people. In consumer marketing, messaging must account for the different needs of customers as well as the different channels that are most effective with each one. Additionally, local and regional markets can vary widely, based on geography, climate, population size and demographics. Tailoring your message to fit the market can give your franchise an edge over competitors with a one-size-fits-all approach.

Keep it Real

Authenticity is one of the most valuable elements of successful marketing. It always has been and probably always will be. It’s not just a trend. Effective tools and technology, a presence on the latest channels and identifying the right audience — those are all important, too. But they won’t have full impact unless a real connection is made between your brand and your audience. Potential franchisees are looking for brands that align with their values and goals. They want to know that investing in your franchise will be more than a transaction.

One way to keep your franchise marketing real and authentic is to include successful franchisees and corporate team members in your content. Testimonial videos and behind-the-scenes access reveal the people behind the brand and show what your company really stands for.

Stand Out

Rely on authentic, substantiated information and straightforward strategies to differentiate your brand from the rest of the market. Consistent performance and results are the best way to distinguish your company. Before building your next marketing campaign, spend some time reflecting on the value your company offers franchise owners. How do you support their success? What are the values you and your team stand for? What do you offer that competitors don’t?

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One way to keep your franchise marketing real and authentic is to include successful franchisees and corporate team members in your content.”

When you’ve answered those questions, the messaging will follow. You will have an authentic brand to present to your audience, based on your business strengths. You’ll know what makes you different from the competition, and you’ll be in position to share that difference transparently with potential owners. Finally, remember that you love your job. Tap into the passion that drives you to get up and go to work every morning, and make sure that energy is embedded in your marketing and messaging. Ultimately, marketing a great franchise means sharing all the fun, excitement and personal satisfaction that comes with the job. Once you have that down, the details take care of themselves. 7 Charles Bonfiglio is president and CEO of Tint World, an awardwinning franchised provider of automotive, residential, commercial and marine window tinting and security film services. With Automotive Styling Centers™ in the U.S. and abroad, each franchise location houses approximately 20 profit centers, ranging from in-store accessory installations to off-site sales and installation of residential, commercial and marine window tinting and security films. For more information about IFA franchisor member Tint World, please visit franchise.org/franchise-opportunities/tint-world.

November 2023 / FRANCHISING WORLD 31

FEATURE

THE POWER, VALUE, AND OPPORTUNITY OF FRANCHISING WAS ON FULL DISPLAY AT THE IFA ADVOCACY SUMMIT By Stephen Rupp, IFA

This September, stakeholders from across the franchise community assembled in Washington, D.C., for one of the most important weeks for franchising — the IFA Advocacy Summit. More than

270

More than

meetings with Members of Congress and their staff

One incredible bipartisan wrap-up concert

Immeasurable Impact

300 advocates

32 FRANCHISING WORLD / November 2023

t a time when franchising is facing constant public policy challenges that stand to fundamentally change the way thousands of franchise owners operate, it’s never been more critical for the entire franchising community, especially local business owners, to come together to protect, enhance and promote franchising. The Summit was nothing short of a resounding success with hundreds of advocates meeting with Members of Congress and their staff, where they informed lawmakers of the unique impact and endless opportunities franchised businesses have in their states and districts. Advocates urged lawmakers to oppose the National Labor Relations Board’s forthcoming joint employer rule and sign on to a letter to the Federal Trade Commission (FTC) in support of franchising.

Bipartisan Members of Congress, including U.S. Reps. Ashley Hinson (R-IA) and Maxwell Frost (D-FL), even jammed out with students from local School of Rock franchises at a one-of-a-kind closing reception. Featured speakers ran the spectrum of D.C. decision makers, including: • U.S. Senate Minority Whip John Thune (R-SD) • U.S. Sen. Kyrsten Sinema (I-AZ) • U.S. Rep. Kevin Hern, co-chair of the Congressional Franchise Caucus (R-OK) • U.S. Rep. Henry Cuellar (D-TX) • Former FTC Commissioner Christine Wilson

“I love this industry more and more every day. I’ll do everything I can to protect it.” – 2023 PARTICIPANT

Each participant was able to see firsthand the importance and influence that sharing their stories directly with their lawmakers can have — humanizing the faces behind the brands we all know and love. From the informative main-stage sessions, to intimate gatherings with D.C. insiders, to passionate speeches from political leaders, the energy was palpable. The passion for franchising and the life-changing opportunities it provides resonated in each part of the Summit — engaging IFA members who touch every part of franchising

“Being here allows us to interact with lawmakers and educate them on the power of the franchise business model.” – 2023 PARTICIPANT

(franchisees, franchisors and suppliers) to reflect on the ways we can all come together to protect this business model that has done so much for so many people. As IFA members return to their businesses, and memories of the flurry of activity at the Summit start to fade, it’s important for all of us to remember that the voice of the business owner — the single mom who started as a crew member and worked until she owned her own store, the veteran who wanted to choose her own path after leaving the service, the entrepreneur that took a chance on themselves to create something they could leave for future generations — those voices are the most important tools to enact change. We all have an opportunity and an obligation to show up and make a difference to protect, enhance and promote franchising. It’s important to make your voice heard throughout the year and I look forward to seeing you at the 2024 Advocacy Summit, September 9-11, 2024. 7 Stephen Rupp is the senior coordinator, multimedia communications for the International Franchise Association.

November 2023 / FRANCHISING WORLD 33

VETERANS IN FRANCHISING

DISCOVERING POSTSERVICE PROFESSIONAL SATISFACTION AND SUCCESS IN FRANCHISING By Mark Sisco, Concrete Craft

y connection with the The Military-Taught military runs deep. As a military brat, I grew up in Skills that Allowed Me to an environment that instilled in me a strong sense of duty and discipline Explore Entrepreneurship as I watched my father serve his country so well for so many years. as a U.S. Veteran Witnessing my father’s incredible

contribution to this country and the pride he radiated every day is ultimately what built the foundation of my beliefs and values, leading me to pursue a career in the Army. In 1992, I began flight school, eventually moving on to participate in the ROTC program at California State University, Fresno. Over the years, I had the privilege of serving in various operational command roles, beginning as a second lieutenant, and working my way up to the rank of Colonel. I enjoyed my service immensely and am grateful to have had the opportunity to serve my country in such a capacity. So as my retirement from Peterson Air Force Base approached in 2017, I really contemplated the next chapter of my life. The prospect of leaving the military after 26 years was both exciting and daunting, but I knew I was ready. I wanted to embark on a

34 FRANCHISING WORLD / November 2023

new adventure, something that would challenge me and allow me to channel the leadership and management skills I had honed over the years. The idea of starting my own business had always intrigued me, and as I learned more about the Home Franchise Concepts’ family of brands, I knew Concrete Craft would be the perfect fit for both my skillset and personality, and that the business would be a great addition to my community. Concrete Craft’s unique service offerings and strong brand reputation were exactly what I was looking for in my postmilitary career. Just a few short months into retirement, I decided to open my Concrete Craft franchise, and in just the past six years, I’ve come to recognize what an incredible opportunity franchising can be for veterans. The transition from military service to entrepreneurship was surprisingly smooth, thanks to the wealth of skills and traits I had acquired during my military career. In the military, I learned the importance of structure, discipline and attention to detail. These attributes are equally vital in the business world, where they have been instrumental in a seamless transition to entrepreneurship, confirming my ability to run a successful franchise. Organizational skills, financial management, budgeting expertise, personnel management and administrative proficiency are some of the many traits that make up a well-rounded franchisee, and I’m honored to have gained those skills through my time serving my country. Throughout my military career, I was exposed to diverse cultures, challenges and perspectives through my travels to Korea, Iraq, and other overseas and stateside assignments. This global experience has proven to be an asset in my role as a Concrete

Craft franchisee. Understanding different cultures and adapting to various situations has allowed me to connect with clients on a deeper level. It’s not just about providing them with beautiful concrete solutions; it’s about understanding their unique needs and delivering personalized service. One of the most remarkable aspects of my journey as a Concrete Craft franchisee has been the incredible support system provided by the Home Franchise Concepts franchise network. I’ve had the privilege of working with dedicated individuals who have played crucial roles in my success. The guidance and support have been invaluable as I made the jump into franchising. As a veteran, I know the importance of a professional support system and internal resources. In the military, we are always lifting each other up, lending a helping hand and working as a team. I can confidently say that the franchising industry has proven to adapt that same model of support, which is invaluable for first-time entrepreneurs. And a notable feature to mention of the Home Franchise Concepts system is the additional support layers that exist within the family of brands. While I am the one running my business and therefore am ultimately responsible for its success, it’s reassuring to know that I have the backing of Concrete Craft, Home Franchise Concepts,

and JM Family Enterprises. This first-class support has given me the confidence to overcome challenges and navigate the complexities of entrepreneurship, and I am so grateful to be a part of this organization. A franchise provides veterans with a structured template to follow, offering a solid foundation for business ownership. While success ultimately depends on the individual’s dedication and hard work, the franchise model provides an excellent platform to get started. This is one of the many reasons I believe veterans are exceptionally well-suited to the franchise system. The military instills in us a strong sense of discipline, adherence to protocols and the ability to follow regulatory guidelines. These qualities are essential in running a successful franchise, where consistency and attention to detail are paramount. My journey from serving in the military to becoming a successful Concrete Craft franchisee has been nothing short of transformative. It has demonstrated how the skills and experiences gained during my military career can be utilized for an entirely new business venture, a fear I believe many veterans have when considering their career post-military. I encourage any veteran considering entrepreneurship to explore the franchise opportunity — it may just be the right path to a rewarding and successful career beyond the military. 7 Mark Sisco is a Concrete Craft franchise owner. Mark grew up in a military family, having explored much of this country and internationally before joining the service himself in 1992. Serving in the United States Army for 26 years, Mark retired as a Colonel before taking on the title of franchisee in 2017 with Concrete Craft, the world’s only decorative concrete franchise, and brand of Home Franchise Concepts.

November 2023 / FRANCHISING WORLD 35

VETERANS IN FRANCHISING

FROM SERVING THE COUNTRY TO SERVING THE COMMUNITY WITH HOME FRANCHISE CONCEPTS By Lloyd Biggs, Budget Blinds

How My Military Experience Helped Lead My Team to Become the Largest Budget Blinds Franchise in Southern California

erving in the United States Marine Corps for two decades, I held various roles throughout my career, including Information Management Officer, Engineering Branch Head, and Software

36 FRANCHISING WORLD / November 2023

Engineering Officer. I had the privilege of being stationed at numerous bases and stations across the globe, where my Marines and I provided data and communications support for Marine Corps units and organizations. These locations included Camp Pendleton, California; Okinawa, Japan; and Albany, Georgia. Upon my retirement, I embarked on a new chapter in my professional journey, venturing into the realms of banking and defense contracting. However, my yearning for greater autonomy and a deeper sense of purpose eventually led me to the world of franchising. This entrepreneurial path mirrored the reasons I initially joined the Marines: the potential for growth and an unyielding emphasis on training and development. With an inherent desire to be an entrepreneur and community leader, franchising offered the perfect avenue. Thanks

to Home Franchise Concepts, my wife Angela (who also works in the business) and our partners Adam and Christine Berryman, I was able to embark on this exciting next chapter with confidence and excitement. Adam first learned of Budget Blinds through a radio advertisement and a referral from his mother (who is now also a Budget Blinds owner). Once we researched the brand, we were incredibly inspired by the Budget Blinds business model and proven success stories. Because Budget Blinds is the recognized leader in the “shopat-home” window covering industry and now part of the Home Franchise Concepts family, we felt comfortable making a smart investment decision in becoming Budget Blinds owners. Additionally, the brand offers a wide range of products and services, making our business versatile and valuable in the market. After being introduced to the brand, I immediately felt my mix of education, skills and experience from my time in the military, banking and contracting would be a great fit. In particular, I was the fortunate beneficiary of many excellent leadership examples set by awe-inspiring Marines during my career. Running a small business is not so different from leading a military unit in terms of the leadership skills required to build an effective and efficient team. In addition to creating a positive and motivating work environment, we actively educate and foster leadership skills in our frontline managers. I often tell my team the difference between a manager and a leader is “managers do things right; leaders do the right thing.” We want them to do the “right thing” for our customers and our employees — always. Since becoming a franchisee, I’ve also had the opportunity to put my technical experience and education to good use in streamlining business operations, from integrating our CRM and ERP with our accounting software to benchmarking best practices across franchises. Being involved with other franchise concepts, we also gained experience with different franchising

models and the exceptional resources and support that should come along with them. What stands out during our time with Budget Blinds is the flexibility — we continue to enjoy implementing and improving our own local business model and the tremendous training and resources we receive from the home office. Serving as a board member and later chairman for the Budget Blinds’ Franchise Advisory Council also allowed me to

HFOT is a nonprofit organization that builds and donates custom homes nationwide for severely injured post-9/11 veterans to help them rebuild their lives. Partnering with local suppliers, our team orders and installs custom blinds, all at zero cost to the deserving veterans. Currently, we are assisting with three HFOTsponsored homes in our region. This gesture, though small, is our heartfelt tribute to these brave Americans.

understand the brand on a broader level while having the opportunity to form relationships with the home office team. By taking advantage of the support offered by Home Franchise Concepts, we have been able to grow our business to five locations and 21 employees, making us the largest Budget Blinds franchise team in Southern California — with hopes for even more expansion! A crowning moment came in 2022 when we were awarded “Budget Blinds Franchise of the Year” — an acknowledgment of our hard work, success and steadfast dedication to the brand. This recognition is just one example of the remarkable support we receive from Home Franchise Concepts and has been a strong motivator for the team to continue working towards our shared goal of serving our customers and growing within the region. In addition to our growth, we’ve been able to incorporate giving back to the community into our business. Budget Blinds manages a program to create custom window blinds in specially adapted homes for severely injured veterans through partnership with Homes for Our Troops (HFOT).

The Home Franchise Concepts family of brands is home to many veteran franchisees, fostering a strong commitment to establishing personal connections between businesses and the community. If you are a veteran looking for an opportunity to own and run a business, your military training and experience gives you many of the tools you will need to be a successful business owner. As a veteran and Budget Blinds franchise owner, I take the same pride in our shared dedication to business excellence as I did as a leader of Marines. Our business goal is to make a meaningful and positive impact on our community and the lives of those we serve. To support this goal, I strive every day to uphold the highest standards of leadership in order to serve our customers, employees and business well. 7

Lloyd Biggs is a multi-unit co-owner of Budget Blinds of North County San Diego, the brand’s largest franchise in Southern California, and a retired United States Marine Corps Major skilled in leadership, business, and computer engineering.

November 2023 / FRANCHISING WORLD 37

VETERANS IN FRANCHISING

EMPOWERING VETERANS THROUGH FRANCHISE OPPORTUNITIES By Dan Mock, Mister Sparky

Authority Brands’ Dan Mock Insight on How Being a Veteran Enables Successful Franchising

ith Veteran’s Day in November, it is important to focus on how franchising can empower veterans returning to civilian life. Franchising offers a unique and lucrative entrepreneurial opportunity that can help vets build businesses while serving their communities and relying on skills they honed while in the service.

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As a veteran, I am passionate about lifting up other vets and I frequently rely on the training and skills I learned during service. Before carving out my career in franchising, I was in the Army and served as Battery Armorer, taking care of and maintaining all weaponry for my company. It was a role that taught me responsibility and would shape the leader I am today. IFA’s VetFran identified that an impressive 14 percent of franchise owners in the United States are veterans with numbers trending upward, as 65 percent of franchisors noted their overall number of veteran hires have increased in recent years — and for good reason. Franchising offers a nearly seamless opportunity for veterans to return to civilian life with flexible, profitable franchising opportunities, and the skills vets learn in the service also create tough, tenacious and successful business leaders. Some of the skills and experiences gained throughout my service in the Army that have served as cornerstones to my leadership include:

A Team Mentality

While serving in the United States Army when troops were still returning from Vietnam, I saw firsthand the importance of supporting those who have served. The biggest lesson I learned from my military days was that the bond you develop with others is crucial to surviving and thriving. Franchise owners also learn from the top, so when leaders are willing to roll up their sleeves and problem-solve it creates that sense of camaraderie systemwide. I believe many veterans return with an improved ability to empathize with others and a deeper understanding of the importance of teamwork. This also helps when it comes to the challenges of being a franchisee, and these challenges can look different each day, like hiring or customer issues. Many franchise leaders, myself included, actively work to improve the lives of each franchise owner in the system as this creates a trickle down effect that benefits everyone involved. Franchise owners that are well supported often extend that support and level of care to their employees who then extend it to the customer. This creates not only a profitable business where owners can exceed their goals but often creates a level of customer service that is unmatched and creates repeat revenue over time.

Discipline & Drive

The military instills a discipline in people that is like no other and this helps create the drive needed to be successful in franchising. Franchising calls for implementing existing systems and adhering to franchisor guidelines, something vets can excel at. A military background also creates a strong attention to detail, which is a must for successful franchise owners, and an intense work ethic that can

help drive success and profitability. The self-sufficiency time in the service can create lends itself to driving a business toward profitability and expansion.

Adaptability

Today’s soldiers are extremely wellrounded and often highly educated. They are accustomed to procedures that have evolved over the years and often have a sense of adaptability that is unmatched. Following a franchise operations manual that has existed for decades can seem daunting or challenging, but to a vet it may seem like a comfort zone. Throughout their time in the service, veterans utilize systems that have stood the test of time and even help them evolve while handling challenges on the fly.

“

Many franchise leaders, myself included, actively work to improve the lives of each franchise owner in the system as this creates a trickle down effect that benefits everyone involved.

In basic training at Fort Knox, we had to march up three hills — aptly named Misery, Agony and Heartbreak — in full gear. I often say practices like this have prepared me for nearly anything and that if someone can conquer Misery, Agony and Heartbreak, then figuring out franchise operational challenges can almost seem easy. Veterans often have a mentality that does not allow them to quit, they adapt and find new paths to success. They can problem solve and figure things out.

Superior Support

An often unspoken veteran bond is the ability to spot a fellow vet anywhere — we know them when we see them. The bond of having served links us together, so veterans who are new franchise owners feel more comfortable asking questions and looking for insight and advice. Many franchise concepts offer veteran hiring programs, mentorship and community resources to help veterans — especially those recently returning to civilian life — feel that support and connection as they ramp up their business. I continue to support veterans through non-profit work and Authority Brands offers programs and resources for soldiers transitioning out of their active-duty status, veterans and military spouses. I often attend live and virtual events on military bases to promote franchising as an employment opportunity because there is such a natural connection between service and franchising as the industry, through Authority Brands and otherwise, offers veterans like me a unique opportunity to create a lucrative business while supporting fellow vets. With a variety of franchising options like restaurants, home service, health and more vets can carve out a post-military career that interests and empowers them while serving their communities and relying on a skillset built during their time in service. 7

Dan Mock is the vice president of operations for Mister Sparky (Authority Brands). Dan’s prior experience includes his role as vice president of operations for Re-Bath, and vice president of operations of Glass Doctor. He has also served as a franchise systems manager and senior franchise systems manager as well as a Glass Doctor franchise business owner. Dan served for five years on the Auto Glass Safety Council Board of Directors promoting standards and practices in an unregulated industry. For more information about IFA franchisor member Mister Sparky, please visit franchise. org/franchise-opportunities/mister-sparky-electric.

November 2023 / FRANCHISING WORLD 39

VETERANS IN FRANCHISING

VETERANS JOIN THE FRANCHISE INDUSTRY IN GROWING NUMBERS By Detra Fitts, One Hour Heating & Air Conditioning

Army Veteran Detra Fitts Talks About Her Experience and Leveraging Her Military Skills as a Marketing Manager

ccustomed to following a structured system that values training, discipline and commitment to achieve an overall goal, veterans transitioning from military to civilian life tend to look for entrepreneurial opportunities that will enable them to follow a similar program, like that of franchising.

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No matter where veterans come from, their experiences are alike and go hand-inhand with the franchise model.”

Following the pandemic, American entrepreneurship has been on the rise. As the jobs of many were disrupted by closures and shifts in the economy, opening a business and one that was essential to society appealed to many people, including veterans. The number of veteran franchise owners and staff has continued to trend upward. According to the International Franchise Association, 14 percent of franchisees are veterans and they

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are more likely to hire other veteran employees with similar backgrounds and work ethic. The surge in veterans joining the industry is not surprising though. No matter where veterans come from, their experiences are alike and go hand-in-hand with the franchise model. Before joining One Hour Heating & Air Conditioning as a marketing manager, I was in the U.S. Army for 24 years. I joined right out of high school as an 18-year-old that was not ready to follow the traditional four-year college plan but was interested in being a part of something bigger with people from different walks of life. During the three years in active duty, I learned more than what I could have anticipated. I followed a strict code of conduct, learned to work with others in tough situations, was taught to adapt and pivot when things don’t go as planned, and much more. The list of what my military experience taught me while on active duty and in the Army reserve goes on and on. When I felt ready, I was also able to further my education and got an MBA in marketing — at no cost. The best part of having this background is that I have been able to apply what I learned to my day-to-day life ever since — both personally and professionally. In marketing, we are working with franchise owners from across the country that have different experiences and are joining One Hour Heating & Air Conditioning for varying reasons. There are franchise owners that have been in the family business for years and are ready to take it to the next level by converting and franchising with a nationally-recognized brand. We also have scenarios where entrepreneurs have no background in the heating and cooling field but want to be a part of this thriving industry, one that’s become more essential than ever and historically has navigated economic uncertainties better than others.

Engaging and interacting with these owners is where my ability to adapt plays its biggest role. The “one shoe fits all” approach doesn’t apply here. I have to be able to adjust how I speak about marketing, the support we provide to franchisees, and how owners

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As in my current role, franchise owners must be able to pivot and be strategic about how they approach changes in the economy, their business, or consumer demands.”

can continue to market themselves post opening. Adaptability was a key component of everyday life in the military and it contributed greatly to the success of our missions. As in my current role, franchise owners must be able to pivot and be strategic about how they approach changes in the economy, their business, or consumer demands. It’s that adaptability that veterans are already accustomed to that makes a big difference in their success as entrepreneurs.

The franchise industry also encourages veterans to work with other veterans, and that is something that is near and dear to me. Having been in Army for more than two decades, I have worked with hundreds of soldiers and there is a unique camaraderie that never fades away. To this day, I have the pleasure of connecting with and mentoring veterans, specifically owners of One Hour Heating & Air Conditioning franchises. Through our discussions, we talk about our own experiences and ways we can continue to make an impact in our communities. I encourage them to join local chapters, talk to other veterans in their towns, and promote their franchises as being veteran-owned through marketing materials or word of mouth. Veterans want to work with veterans and it is a special bond you will share with other men and women for the rest of your life. As more Americans turn to entrepreneurship and franchising, I am confident that we’ll see veterans become a core group fueling the growth of this industry. The military trains men and women to become extraordinary folks that are resilient and trustworthy — traits that can set veterans up for success as franchise owners and staff. And as franchisees, veterans have the incredible opportunity to continue to give back to their communities by connecting with others that need the support of someone like them and providing career paths that align with the skills they gained through their time in the military. 7 Detra Fitts is the marketing manager for One Hour Heating & Air Conditioning and is a U.S. Army veteran. She has dedicated her career to supporting and giving back to military men and women. For more information about IFA franchisor member One Hour Heating & Air Conditioning, please visit franchise. org/franchise-opportunities/one-hour-heating-airconditioning.

November 2023 / FRANCHISING WORLD 41

VETERANS IN FRANCHISING

FROM MILITARY SERVICE TO POOL SERVICE: JAMES KING’S JOURNEY TO ASP FRANCHISEE By James King, America’s Swimming Pool Company

Navigating the Waters of Entrepreneurship as a Veteran

P James King

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rior to becoming a franchise business owner, I served first in the Air Force and then as a Marine Corps Officer for nearly three decades. Most of my career was spent flying a KC-130 aerial refueling tanker. I worked my way up throughout those 30 years, serving multiple deployments and traveling all over the world for humanitarian missions and global crises. After retiring, I spent almost two years working for a defense contractor before finding America’s Swimming Pool Company (ASP). Shifting from a military career to becoming a business owner, I wanted to find a small service industry business that I could open with my wife, Ellen, in Virginia. We met when we were both enlisted in the Air Force, so we share many of the same qualities of leadership and desire to serve others. We did extensive research into the opportunities available, qualifying

dozens of different franchises. What we liked about the ASP business model was that although the company was a mature business, the market wasn’t saturated, especially in our area. There were tangible results from helping people maintain and enjoy their backyard swimming pool, and we really loved the idea of working outside.

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Fortunately, when you buy into a franchise system, you have the advantage of not starting your business from scratch.”

There was a big learning curve when we first started out servicing customers with only one truck. Fortunately, when you buy into a franchise system, you have the advantage of not starting your business from scratch. Most of the difficulties of developing processes that lead to success have already been worked out. You also have the assurance that the franchisor is vested in your growth and that you are not going it alone. Over the years, Ellen and I have developed our team. Now we have employees who are able to live their lives and pay their bills because of what our business is doing. That is very rewarding. Another aspect of business ownership we find very rewarding is showing our children that it’s possible to make their own way as entrepreneurs, providing a professional service to others and helping employees support their families. We are proud to be a veteran-owned, family-operated business; in fact, our son worked with us as a pool cleaner during college, and our daughter is now learning the business

as our office manager. We have strived to teach them many of the lessons the military taught us — valuable skills such as discipline and determination. Lazy is not a word used in military vocabulary, and the drive to succeed that many veterans share helps greatly with the day-to-day of getting up, going to work and running a business. We have also found that being a veteran-owned business helps with credibility. Customers recognize and appreciate a strong work ethic and professional integrity. Other military leadership skills that transfer effectively to civilian life and business ownership include helping other people maintain their composure throughout difficult circumstances and working calmly through challenges to find solutions. These years as ASP franchise owners have shown us that veterans are exceptionally well-suited for the structure of a franchise business. The dedication and commitment that a military background instills can seamlessly translate into providing unmatched service to the community. Military veterans typically develop very useful skills in project management, directing staff, and administering programs. We learn to take initiative and solve problems through confident leadership and clear communication. Veterans are typically take-charge leaders ready to apply those strengths in a business setting. Ellen and I believe that our journey is a testament to the resilience and

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The dedication and commitment that a military background instills can seamlessly translate into providing unmatched service to the community.”

adaptability that veterans possess as they navigate the civilian world. By applying the principles learned in the military to our franchise business, we have thrived in the pool service industry, maintaining, repairing and renovating swimming pools to the highest standards. We encourage fellow veterans to embrace similar entrepreneurial opportunities, as our unique qualities can leave a positive and lasting impact on the communities we serve. 7

James King is an America’s Swimming Pool Company franchisee. After 30 years of dedicated military service, James leveraged his experience and embarked on a new mission as a business owner in the swimming pool service industry. He and his wife, Ellen, have owned America’s Swimming Pool Company of Springfield, Virginia, since 2012. For more information about IFA franchisor member America’s Swimming Pool Company, please visit franchise.org/franchise-opportunities/americasswimming-pool-company.

November 2023 / FRANCHISING WORLD 43

VETERANS IN FRANCHISING

BROTHERS PUT MILITARY TRAINING TO WORK GROWING SUCCESSFUL BUSINESS TOGETHER By Bailey and Brandon Robertson, Mosquito Squad

Mosquito Squad Owners Bailey and Brandon Robertson Know How to Get the Job Done

ne of the first things the military teaches you is that failure is not an option. Whatever branch you serve in, you learn to figure it out, get the job done and succeed at your mission. That lesson has continued to serve us well in life and in our franchising business. I served for three years in the U.S. Army, starting out in infantry, then in the airborne division and supporting Special Forces teams with medical training. My brother Brandon entered the Marine Corps out of high school as a machine gunner and served a total of six years. He then went to college to study agriculture, joining the National Guard three years ago while in school and still serving today.

Bailey Robertson Brandon Robertson

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Now we own four Mosquito Squad territories in Tennessee, Northwest Georgia and Alabama, and we will soon be adding a fifth. We started with the brand just a year ago but have quickly expanded by acquiring existing territories. Although we did not have pest control experience going into the business, the Mosquito Squad team gave us all the tools we needed to learn. We spent two weeks at Squad School, which included a week at the company’s training facility in Georgia, receiving instruction from experts in the industry and business. We also found it easy to reach out to other franchise owners with questions, and we have taken advantage of the continuing online training available for us and our technicians. What we lacked in industryspecific experience we made up for with confidence in each other and in our ability to do whatever is necessary to make it work. Being brothers, we naturally have a competitive spirit. In business together, we use that to feed off of each other, not wanting to be the weak link in our partnership. Another driving force in our success has been what we learned from being in the intense, high-speed environment of the military. Our infantry service meant hard hikes and long days and nights. We don’t shy away from hard, so we knew we had what it would take to start a business and figure out any unknowns along the way. We also felt confident that our determination combined with the support a franchisor like Mosquito Squad provides would be the right combination.

The economy has been challenging this year, particularly with consumers reining in their household spending. Effective local marketing has become even more important as we strive to keep a high profile in our communities, run our social media pages, monitor review sites and all of the other sales and marketing tasks that come with owning a local service business.

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We don’t shy away from hard, so we knew we had what it would take to start a business and figure out any unknowns along the way.”

However, we never doubt that we can get the job done. Over the past year, we have learned how to cut costs and train our team to excel as a unit. That effort has paid off, with our two Alabama territories achieving the highest customer renewal rates those offices have ever seen. The military trains you to be replaceable, which is another valuable lesson we brought with us to franchise business ownership. It’s important to not get buried in the day-to-day of running the business. When systems are incorporated into everything they do, decision-making can be handled at the lower levels because employees feel confident in knowing their job.

The business runs smoothly because processes are in place and employees know what to do if you’re gone. The franchising model is ideal for those of us who appreciate process and procedures. Ours is also a family business. We’ve partnered with our father, another brother and a fifth business partner to invest in this franchise. Based on our experience, we believe family businesses work best when each member of the team has first cultivated their own sense of responsibility and business skills before joining together. We both previously worked in our father’s trucking business, Bailey spent time as an area manager with Amazon and Brandon worked on our grandfather’s Idaho farm during college. Coupled with our experience in the military, we had already established our work ethics and knew our strengths and weaknesses before embarking on this partnership. But even if we had not had those additional workplace experiences, our time serving our country taught us the most important lesson of all to survive and thrive in business: success will come when you have the mindset that failure is simply not an option. 7 Bailey and Brandon Robertson own multiple Mosquito Squad territories in Tennessee, Georgia and Alabama. Bailey served three years in the U.S. Army; Brandon is a current member of the Tennessee National Guard and previously served six years with the U.S. Marine Corps. For more information about IFA franchisor member Mosquito Squad, please visit franchise.org/ franchise-opportunities/mosquito-squad.

November 2023 / FRANCHISING WORLD 45

VETERANS IN FRANCHISING

VETERANS UTILIZE SERVICE EXPERIENCE TO TEAM UP FOR BIG BUSINESS WITH DOODYCALLS By Zachary Crump, DoodyCalls

Three Friends Leverage Military Background in Pet Waste Franchise Zach Crump

y name is Zachary Crump, and I’m using my U.S. National Guard background to scoop my way to success one mess at a time. I met my business partners and close friends Eddie Scott and Alfonso Tyler while serving in the United States Army National Guard. After an overseas deployment and a decade of service creating an unbreakable bond, we wanted to support our families, serve our Las Vegas-area community, and find a way to return to civilian life on our own terms through entrepreneurship. DoodyCalls of Henderson was born, and we began to carve out a path to franchise success in a way that allowed the three of

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us to utilize the training and skills we learned while in active service. As franchise owners in the niche industry of pet waste removal for nearly two years, we have learned how deeply our business impacts the local community and how vital transferring the skills we learned while serving in the National Guard has been. Two of the top things we learned in the military that impact our business are the power of teamwork and the importance of serving your community.

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Our service background trained us to be a network of problemsolvers, even in the most high-pressure situations.”

A foundation established during our time as Airmen highlighted the fact it was vital we have one another’s backs while creating a professional environment that encourages growth and success. Our team extends to the community, so we work hard to collaborate with other small businesses and nonprofits in our area because we believe that we are only truly successful when we are all successful. Our service background trained us to be a network of problem-solvers, even in the most high-pressure situations. We rely on one another and work together to solve any franchising issues like operational challenges or potentially unhappy customers. A desire to continue to serve our community is what motivated our team to launch our business initially, and we continue to bring that same passion every day. The service taught us that we are each responsible for our space,

so we take a lot of pride in caring for every customer, yard, park and public space as if it were our own. It goes beyond simply making money for our team; we want to care for our neighbors and improve the local environment in the unique way our DoodyCalls franchise allows us to. When we clean up the messes, our customers can enjoy more hassle-free time with their pets while we create a cleaner and healthier community overall. As business owners and military veterans, it is important to our team to not only support the community but support our fellow veterans as well. We are consistently ideating new ways to do so through charitable initiatives and discounts for service members. Our success has been driven by this service background where we honed our discipline, leadership, adaptability and problem-solving skills, which are all crucial for any business owner. We have been able to navigate the daily challenges of running a small business while continuing to focus on a pet and person-centric approach that keeps customers coming

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A desire to continue to serve our community is what motivated our team to launch our business initially, and we continue to bring that same passion every day.”

back. The United States National Guard taught my team and me to be “always ready, always there” and we continue to do that with every scoop, service and customer call. 7 Zach Crump is the co-owner and co-operator of DoodyCalls of Henderson with partners Eddie Scott and Alfonso Tyler. Crump and his team were born and raised in Las Vegas and now offer their local Henderson, Nevada, community pet waste removal and management services. Crump and his partners are Veterans of the United States National Guard. For more information about IFA franchisor member DoodyCalls, please visit franchise.org/franchiseopportunities/doodycalls.

November 2023 / FRANCHISING WORLD 47

INDUSTRY SPOTLIGHT: Food & Beverage

FOOD & BEVERAGE FRANCHISES INDUSTRY SPOTLIGHT By Khadija Cochinwala, FRANdata

The $292 billion Food & Beverage (F&B) franchising sector that encompasses categories like the popular QSRs, full-service restaurants, baked goods, frozen desserts and retail foods is undoubtedly at the core of the US franchising industry.

ccording to FRANdata, F&B franchises constitute 36 percent of the total US franchised establishments with the number of units across all its categories growing to more than 217,200 units in 2022, demonstrating a remarkable resilience to the pandemic and the current economic climate. According to the 2023 Franchising Economic Outlook, the QSRs and full-service restaurant categories themselves account for over 67 percent of all franchise employment with the QSRs also anticipated to

Total Franchised Establishments 250,000

2018

2019

2020

2021

2022

Retail Food

15,922

16,043

16,266

16,620

17,332

150,000

Restaurants (Sit-Down)

17,102

17,206

16,739

16,950

17,153

100,000

QSR

145,031

145,796

144,056

145,046

146,710

Frozen Deserts

14,761

14,474

14,147

14,242

14,281

Baked Goods

21,065

20,887

20,531

21,124

21,680

200,000

50,000 0

2018

2019

2020

2021

Baked Goods

2022 Frozen Deserts

QSR

Restaurants (Sit-Down)

Retail Food

Source: FRANdata

Source: FRANdata November 2023 / FRANCHISING WORLD 49

Average Unit Revenues - Food and Beverage Industry $1,600 $1,400

THOUSANDS

$1,200

$1,264 $1,112

$1,000

$1,347

Technology and Digitization Across All Operations

$1,045

$800 $600 $400 $200 $0

2019

2020

2021

2022

Source: FRANdata

witness the strongest industry growth (2.5 percent) in 2023 compared to all other sectors in franchising. This article examines the evolution of the F&B category over the last five years and its top future trends. The pandemic in 2020 transformed the ways in which all industries operate, especially the F&B franchises. Food, as essential as it is to human existence, has thus far always been a stable recessionresistant business investment. However, the ups and downs in the last five years — COVID-19 lockdowns, market dynamics, rising inflation, technological innovations, ever-evolving consumer preferences in health, wellness & sustainability along with newer culinary trends — forced the industry’s mature and emerging players to adapt and re-structure their business models. Following the pandemic and throughout 2022, franchises were particularly challenged by increasing supply chain constraints, labor-related business costs, employee hiring & retention, expensive real estate and rising borrowing rates. The IFA/ FRANdata 2023 Franchisee Inflation Survey found that three out of the

50 FRANCHISING WORLD / November 2023

AUV growing at an impressive 6.6 percent and reaching a four year high of $1,347,000 in 2022, its ripple effects are still widely felt in shaping future industry trends.

top five industries experiencing the greatest impact from inflation were from the food category (baked goods: 72 percent, QSRs: 65 percent and restaurants: 53 percent). Eighty-one percent of franchises from the baked goods and 73 percent from the QSR sectors observed lower business earnings while franchises from baked goods (83 percent), restaurants (73 percent), QSRs (72 percent) and frozen desserts (67 percent) were negatively impacted from COGS related expenses. Ninety-one percent of businesses in baked goods and QSR and 87 percent from restaurants suffered from increased labor expenses. Franchisees have struggled to balance these requirements with market demands, resorting to traditional and non-traditional cost-cutting solutions like in-app loyalty programs, reducing portion sizes and corresponding pricing adjustments. Two out of the top five industries that have substantially raised prices are frozen desserts (100 percent) and baked goods (98 percent) according to the survey results. Though the markets are recouping from the pandemic, with the sector’s

AI and technology are the future, and the industry has acknowledged this through rapid adoption of innovative features resulting in seamless day to day operations and improved productivity. Whether it is improved cold storage facilities and smart factories through the Industrial Internet of Things (IIoT), the latest and upgraded versions of restaurant management software that allow for improved point of sale (POS), payroll, reservations and accounting systems (ex: Marco’s Pizza’s 100 percent cloud-based MOMS software launched in 2023) or the addition of advanced restaurant robotics such as Miso Robotics’ Flippy, an AI-powered cooking assistant that automates hamburger flipping and fryer operation and which has already been installed in a few restaurants; high-tech features are driving the food and beverage industry forward. Beyond back-office operations, digitization has improved customer convenience through innovations that support minimal points of interaction, such as 24/7 self-service kiosks, QR-code-enabled menus, online and mobile application-enhanced services and cashless and PIN-less contact card payments via digital wallets. According to the Boston Consulting Group, digital ordering now accounts for 28 percent of all orders, up from the pre-pandemic 10 percent. The evolution from behind-the-counter ordering to drive-throughs to self-service kiosks

and now online pre-order and pick-up options has allowed restaurants to become more flexible in their services and address labor shortages. Enhanced innovation will continue to increase in all phases of restaurant operations, controlling costs and prices for both franchisees and consumers.

Hybrid Dining and “Eatertainment”

The lockdowns and quarantines forced the disappearance of the dining hall setup in full-service restaurants and the adoption of ghost kitchens, curbside pick-ups, drive-throughs and direct to consumer (DTC) deliveries through third party vendors like DoorDash and Uber Eats. However, even as the convenience of online food-delivery and DTC services remain a permanent fixture in the present-day consumer dining landscape, there is a renewed demand for on-premise dining experiences. The National Restaurant Association’s 2023 State of the Restaurant Industry Report indicates that 84 percent of consumers prefer going out to eat with friends and family over cooking and cleaning up at home. Similarly, in the aftermath of COVID-19, restaurants have become a community meeting space catering to pent-up consumer demand. This is illustrated by the rise in “eatertainment,” or food being served alongside a form of entertainment. Ghost kitchens that offer multi-restaurant selections are also expected to grow exponentially in the coming years. The industry seems to be poised to create a balance between on and off-premises dining resulting in cohesive hybrid restaurant operations with the goal of servicing all consumers – offline or in-person – with a win-win for everyone.

Evolving Consumer Preferences

COVID-19 has made health and wellness a priority for many consumers. Food trends based on nutritional benefits, dietary preferences and rising concern for the environment and sustainability are directly influencing menu and product offerings. According to the food and beverage analytics company, Spoonshot, preference for all alternative foods, including alt-dairy and alt-meat, increased 262 percent between January 2016 and April 2022. As seen through data collected from Statista.com, the global plant-based food market is expected to reach $77.8 billion in 2025. Veganism inspired ‘flexitarianism’ is in vogue with 90 percent of meat-free food consumers actually being non-vegans and non-vegetarians, according to a study by the NPD group. Cultivated meat, which is grown from cells without any animal slaughter is another exciting development to watch out for in 2023 in lieu of this trend. Capitalizing on this growing market, major franchises like McDonald’s, Yum! Brands (KFC, Pizza Hut and Taco Bell), Carl’s Jr. and Panda Express

have partnered with Beyond Meat, a sustainability focused company, for their plant-based protein menu items. According to a 2022 survey of 7,000 consumers by Censuswide and Deliverect, 43 percent were willing to pay more at restaurants that have visible sustainability practices, and 56 percent would choose a restaurant that uses eco-friendly packaging. Franchisors are paying heed and prioritizing green goals such as supporting sustainable and regenerative food sourcing (Chipotle), 100 percent deforestation-free supply chains (McDonald’s), recycled packaging materials (Domino’s Pizza) and 100 percent sustainably sourced packaging (Wendy’s). The F&B industry’s initiative in reducing its carbon footprint is a commendable example of a strategic and ethical way of earning consumer trust and dollars.7 Khadija Cochinwala is a research analyst at FRANdata. She is part of a team of analysts who measure, track, and analyze franchisor performance. Khadija is committed to producing quality franchise insights that enable strategic decision making and propelling business growth. For more information about IFA supplier member FRANdata, please visit franchise.org/suppliers/frandata.

November 2023 / FRANCHISING WORLD 51

INDUSTRY SPOTLIGHT: Food & Beverage

A RESTAURANT REVOLUTION – HERE’S WHERE THE INDUSTRY’S NEXT ERA IS HEADED By Tony Libardi, Marco’s Pizza

Whether full-service or QSR, restaurants continue to be a highly sought after investment opportunity for both aspiring entrepreneurs and existing franchisees looking to expand their portfolios.

52 FRANCHISING WORLD / November 2023

s we look back on this year and where the industry is headed in 2024, three key areas will continue to stand out as priorities: technology, real estate and product innovation.

Respond to the Technology Demand

The IFA 2023 Franchising Economic Outlook predicted we would see an increased reliance in technology this year, and the predictions were spot-on. Technology is a driving force, and one franchise brands need to invest in to remain relevant for consumers and properly support its franchisees. For example, Marco’s Pizza recently announced a partnership with Magna, a global mobility technology company, to explore a variety of last-mile delivery platform options. Each of these options provide Marco’s franchisees with purpose-built, dedicated delivery solutions that are low-cost and environmentally friendly. Some of these platforms include: an electric, autonomous on-road last-mile delivery vehicle; an electric, autonomous sidewalk delivery solution; and a low-speed, electric two-wheel bike.

We expect for this collaboration to maximize our franchisee’s profits while meeting the needs of modern customers.

Find Your Real Estate Niche

Today’s real estate landscape poses unique challenges. What will breed success for franchisors as we head into another year will be staying informed on current trends and economic indicators. With how dynamic the market is, securing ideal sites is ever competitive. Ditch the one-size-fits-all approach and lean into adaptation to adjust your real estate strategies. Marco’s has doubled our store footprint within the last six years and we have no intention of slowing down, with more than 200 stores in various stages of development and hundreds of agreements signed. We leverage this momentum and brand recognition to adapt and find suitable sites that align with our growth strategy. Also at the top of our list is conducting a proper market analysis — looking at population density, income levels, proximity to residential and business areas, local zoning regulations and more. When it comes to real estate, regardless of the size of your brand, do your due diligence.

Prioritize Product Innovation

When it comes to restaurant brands, consumers expect for regular menu enhancements and changes. From a business standpoint, committing to product innovation will serve as

a strong competitive advantage. For franchisors to achieve longevity, it’s essential to stay relevant and attract new customers while retaining loyal ones. Product innovation also affects the overall dining experience, whether you’re sitting down to enjoy a meal or picking up pizza to enjoy at home. This year alone, Marco’s rolled out several new limited-time menu items including two new pizzas in Q1, boneless wings with various flavors in Q2, and most recently launched the Hot Honey Magnifico Pizza, in partnership with Mike’s Hot Honey. Each of

these innovations were strategic, intentional and done with our consumers and franchisees top of mind. Franchisors cannot be stagnant in this ever-changing world. Identify the trends, be forward-thinking and determine which strategies and innovations will make the greatest impact for your brand. 7 Tony Libardi is the president & co-CEO of Marco’s Pizza. For more information about IFA franchisor member Marco’s Pizza, please visit franchise.org/franchiseopportunities/marcos-pizza.

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November 2023 / FRANCHISING WORLD 53

INDUSTRY SPOTLIGHT: Food & Beverage

OPTIMISM ABOUNDS: A BRIGHT FUTURE FOR FOOD & BEVERAGE FRANCHISING By Justin Livingston, Ziggi’s Coffee

The food and beverage industry has long been a staple in the franchising world.

he food and beverage franchising landscape is not just evolving; it’s thriving with innovative changes. Armed with a plethora of trends pointing toward an upward trajectory, entrepreneurs have every reason to feel optimistic about the future. Understanding the emerging trends and trajectories is crucial for anyone considering a venture into this space.

Health-Conscious Offerings

One of the most pronounced trends in recent years is the swing towards health-conscious and sustainable food options. Consumers are increasingly demanding not just tasty food, but also meals that are good for them and for the planet. This has led to a proliferation of franchises offering

54 FRANCHISING WORLD / November 2023

organic, vegan and gluten-free options. It’s not just about salads anymore; today’s health-focused franchises are serving up everything from acai bowls to plant-based burgers, indicating that this trend is not a fleeting one. Innovative franchises are broadening the horizon with diverse health-focused options in addition to the tried-andtrue options, even focusing limited time offerings that not only represent but showcase these categories.

Tech-Driven Experiences

The adoption of technology in the F&B industry has skyrocketed, particularly post-pandemic. Contactless payments, online ordering, robust apps and delivery apps have become standard, with consumers expecting

seamless digital experiences. But it doesn’t stop there. Innovative franchises are exploring the integration of AI for personalized ordering experiences, and even the potential of robot-assisted kitchens. Those looking to join the franchising world would be wise to ensure their chosen brand is tech-aware if not techforward. Franchises embracing AI, contactless payments, and other tech innovations are poised for substantial growth in this instant-gratification, public driven, digital-first era.

Flavors of the World

Gone are the days when American, Italian, and Chinese were the primary international cuisines available in most areas. As the world becomes more connected, consumers are increasingly interested in diverse global flavors. Franchises that offer unique international dishes — think Korean BBQ, Middle Eastern falafels, or South African peri-peri style chicken — are finding a hungry market eager for new taste experiences and open to new flavors.

Sustainable Operations

It’s not just about what’s on the plate. How a franchise operates behind the scenes is increasingly under scrutiny. Modern consumers want to support brands that align with their values. This means franchises that prioritize sustainable sourcing, minimize food waste and reduce their carbon footprint are in a favorable position. We can expect to see more franchises highlighting their eco-friendly practices as a major selling point in the coming years. Vendors and supply partners are no longer in the background, buyers want to know about the depths of these partnerships and the stories behind sourcing of products and ingredients.

A Glimpse Towards the Future

Given these trends, the future of F&B franchising looks promising despite some of the environmental challenges like labor, costs of building and expensive lending. It is no longer sufficient to offer just good food; the modern franchise needs to cater to a holistic set of consumer desires and values. For those who can pivot and adapt, the rewards are plentiful, and consumers are hungry for your take on today’s paradigm shift. 7 Justin Livingston is the vice president of franchise development for Ziggi’s Coffee. For more information about IFA franchisor member Ziggi’s Coffee, please visit franchise.org/franchise-opportunities/ziggis-coffeefranchise-llc.

End-to-end Customer Experience

While take-out and delivery have their place, there’s an emerging trend towards creating unique customer experiences. Consumers are seeking out franchises that offer more than just food. This could be in the form of themed dining, interactive meal preparations, or even culinary classes. While many concepts have taken a page from brands such as Coyote Ugly where the concept is all about the customer experience, that approach is being translated down to the otherwise “normal” experiences of fast food and QSR as well as dining where greetings, customer interaction and product presentation all play a key role in the over-all experience. For many, dining is as much about the experience and how the brand makes them feel as it is about the product.

November 2023 / FRANCHISING WORLD 55

INDUSTRY SPOTLIGHT: Food & Beverage

EXPLORING THE FUTURE OF FRANCHISING: TOP TRENDS WE’RE SEEING IN THE FOOD AND BEVERAGE FRANCHISE INDUSTRY By Tim Arpin, Scooter’s Coffee

The food and beverage franchising market has had to adjust to keep business going over the last few years. And while some changes, such as wearing masks, have gone by the wayside, others, like mobile app ordering, are here to stay.

uick-service restaurant (QSR) franchises are expected to see a growth of 2.5 percent this year, according to the International Franchise Association’s (IFA) annual Economic Outlook Report — making them one of the biggest movers for 2023. So, with more growth on the horizon, what trends can franchisees in the food and beverage industry expect to see?

Food and Drinks Need to be Social Media Worthy

If you search #food on Instagram, you’ll find a whopping 513 million posts. From there, you’ll see a melting pot of content, including recipes, photos and mukbang (eating show) videos. With cell phones able to capture high-quality media, customers can become the biggest marketers for restaurants. When the menu items look delicious, a social post can get people talking and entice new customers to stop in.

56 FRANCHISING WORLD / November 2023

Sustainability Matters

Consumers are becoming more environmentally conscious, recognizing the impact their purchasing decisions have on the planet. They’re pushing food and beverage franchise brands towards using sustainable practices to combat climate change, protect natural resources, and ensure a healthier future for everyone. A recent survey shows that 43 percent of consumers are willing to spend more money at eateries that are clearly taking sustainability seriously.

Technology Contributes to Consumer Experience

The food industry was able to adapt so quickly during the pandemic because most brands already had a mobile app in place. This early adoption of technology helped streamline food ordering, customization, and delivery, which made the dining experience more convenient and personalized for customers. With AI-driven recommendations, mobile ordering, and contactless payments, food and beverage franchises are able to meet customers where they are.

Drive-Thru Remains Popular

During the pandemic, the already prevalent drive-thru experienced quite a boost. Since the CDC’s restrictions forced people to remain socially distant, many QSR franchises — like Scooter’s Coffee — were able to thrive because they already had a fast and efficient drive-thru in place. And demand continues to grow even post-pandemic. According to QSR magazine, two-thirds of restaurants that don’t currently have drive-thrus plan on building one into their business model over the next few years. Scooter’s Coffee has a clear understanding their model

“

The biggest priority for the food and beverage purveyors is to make sure they’re easily accessible to customers — and that they’re paying attention to their demands.”

advantage and builds standalone drivethru kiosks, exclusively. The compact model allows owners to save on startup, payroll, and maintenance costs, unlike a traditional coffeehouse location. Customers tend to favor the drivethru because of its simplicity. Patrons are able to choose what they want from a streamlined menu of options without even having to step out of their vehicles. Plus, with so many brands using mobile apps, customers can order from their phones and pick up in the drive-thru.

The biggest priority for the food and beverage purveyors is to make sure they’re easily accessible to customers — and that they’re paying attention to their demands. Brands must take the time to learn what’s most important to their customer base. Then, they need to show they’re actually listening. 7

Tim Arpin is the chief sales officer of Scooter’s Coffee. He has more than 10 years of experience in the franchise industry and brings a fresh approach to franchise recruitment, market strategy and sales management. Previously Vice President of Franchise Sales at Scooter’s Coffee, Arpin led recruitment and development initiatives to help grow the franchise brand. Most recently, he was vice president of franchise development for ServiceMaster Brands, where he created an end-to-end franchise development division. He also held executive leadership positions for high-growth franchise brands such as Restaurant Brands International, Steam Global Services and Self Esteem Brands, which includes approximately 4,300 Anytime Fitness locations. For more information about IFA franchisor member Scooter’s Coffee, please visit franchise.org/franchiseopportunities/scooters-coffee.

November 2023 / FRANCHISING WORLD 57

Marketing

THE POWER OF A REBRAND By Jennifer Herskind, FASTSIGNS

Year One Insights: Three Takeaways from FASTSIGNS’ Rebranding Campaign Launch

very marketer who has ever worked with a franchise knows, buy-in from the network is everything and impacts the relationship between the franchisee and the franchisor. At FASTSIGNS — a strong, trusted, international brand — we saw an opportunity to refresh and build new associations to take our brand — and our relationship with our network — to the next level with a rebrand.

58 FRANCHISING WORLD / November 2023

It has been just over a year since we launched our “Make Your Statement” campaign at our annual franchisee convention in 2022, and the response to the launch was overwhelmingly positive among our franchisees. Coming out of the pandemic, it was perfect timing to present the rebrand to our stakeholders. As our target audience was re-emerging and getting back to full-on business, it was the perfect opportunity to reignite interest in the FASTSIGNS brand.

Driving Results, Measuring Success

Our go-to-market approach, with the push to creativity in both message and media, not only helped kick off our rebranding efforts to our customers, but positively impacted franchisee perception for their own business’ potential. Since the launch, FASTSIGNS has seen franchisee satisfaction rating for long-term growth grow +3.3 points, the largest year-over-year gain we’ve seen in the past nine years. We increased customer acquisition and continue to see brand interest growing as traffic to the website spiked and maintains momentum. Ad recall

brought to life by FASTSIGNS custom signs and visual solutions. We worked to make sure the creative was not only well-branded, but interesting and engaging. FASTSIGNS exists to help customers “Make Your Statement.”

“

for campaign year one changed by +150 percent. Among non-users — those who had not been a FASTSIGNS customer in the past — we saw a significant shift in brand perception as a “brand on the move,” along with significant increases in consideration. Metrics on video engagement continue to exceed Google norms by more than 30 percent — “phenomenal” is literally what our Google team told us regarding our video view-through-rates. The new campaign is driving more valuable leads to centers. The average order value of new customers from marketing efforts in the last 12 months is +7 percent higher than existing customers. At the same time, lead volume grew driving more qualified new customers to our centers. These were all good “signs” that the rebrand was — and is — performing as intended. Today, more of our prospects view the brand as one that’s dynamic and on-the-move, a classic indicator of brand strength and stature. The year one results certainly speak for themselves and there are three key takeaways to share with you:

Creativity Matters — Get Noticed, Get Engagement

Our creative idea was centered around transformation — not a subtle evolution of a space or a singular vinyl banner — but full on bold, vibrant, visual transformation showcased in 15-second ads with a new, upbeat brand soundtrack with an instantly recognizable stomp-clap. Each video was a symphony of color, image and the infinite possibilities

Since the launch, FASTSIGNS has seen franchisee satisfaction rating for long-term growth grow +3.3 points, the largest year-over-year gain we’ve seen in the past nine years.”

The tagline functions as a bold invitation for customers to reimagine the brand and punctuate the experience of working with FASTSIGNS — it’s not about OUR brand, it’s about YOUR brand — and it’s a perfect call-to-action.

Insights Drive Strategy We began the entire rebrand by conducting strategic research among our customers and our prospects to really understand the drivers of choice.

November 2023 / FRANCHISING WORLD 59

This research gave us the insights that shaped our strategy without straying from our core vision. At the same time our research was being poured over by our team, research from Brand Keys backed up our own insights about the opportunity associated with emotional benefits. In 2021, Brand Keys reported 80 percent of all consumer buying decisions were being shaped by emotional benefits. We wanted to ladder-up from “rational” or functional benefits we see in so many B2B campaigns and tapped into the feelings and motivations of our target to inspire the campaign message. It is powerful when what we communicate in marketing — the promise we make to our customers — is seamless with our operational delivery and customer experience. When those are out of sync, you can do real harm to a brand. When they are in sync, like they are today with FASTSIGNS, it can be incredibly powerful.

Integrated Campaigns Make a Bigger Impact

FASTSIGNS’ ability to fund national broadcasting and online video leverages our national reach and provides the contextual environment

60 FRANCHISING WORLD / November 2023

“

Metrics on video engagement continue to exceed Google norms by more than 30 percent — ‘phenomenal’ is literally what our Google team told us regarding our video viewthrough-rates.”

which interests our target. The “Make Your Statement” campaign extended to all our paid and owned communication touchpoints. At over 750 center locations we incorporated the new branding on windows and vehicles, which had a tremendous billboard effect for the campaign message.

Make Your Statement

As marketers, we all know how media fragmentation makes it more challenging to get a brand’s message in front of the right audience — at scale. Rebranding is a way to meet that challenge, but the strategic thinking and executional power of our creative agency and media partners, who worked in

tandem with our internal creative and content teams, helped FASTSIGNS achieve the success we wanted to see when we started thinking about how to go about rebranding. The “Make Your Statement” campaign ultimately stayed true to who we are — who our customers are — and how their higher order emotional needs drive decision making. Rebranding is a large undertaking, but a winning recipe will drive success: Think strategically. Be creative. Stay focused on the customer. Align with the company vision. Bring franchisees along with you. Ensure the brand message is in sync with the customer experience. When more people perceive the brand as dynamic and on-themove, it’s the kind of brand people choose to do business with and a key indicator of brand strength, campaign momentum and continued opportunity for growth. 7

Jennifer Herskind is the chief marketing officer at FASTSIGNS. For more information about IFA franchisor member FASTSIGNS, please visit franchise.org/franchiseopportunities/fastsigns.

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Franchisee Forum

FINDING WISDOM IN DIVERSE LEARNING AVENUES By Jesse Keyser, Multi-unit Franchise Owner, Sport Clips, Oxi Fresh Carpet Cleaning and Ideal Image

Being an entrepreneur often feels like traversing a solitary, unwieldy path.

nlike many peers from school who pursued stable careers in established companies and firms, our journey as entrepreneurs is punctuated by unpredictable incomes, unconventional working hours and responsibilities like managing loans, leases and employees. This necessitates that our learning avenues must also be distinctive. Entrepreneurial coaching programs, such as Strategic Coach and Genius Network, have been particularly impactful learning avenues for me. With inspiration from Strategic Coach, I have cultivated a self-managing business for my franchises, meaning I am only brought in for the occasional operational hitch. The program’s founder, Dan Sullivan, propounded the principle of decluttering life to reduce business complexities. Similarly, Joe Polish of Genius Network left me reflecting on a pivotal choice: to run an E.L.F. Business (Easy, Lucrative and Fun) or a H.A.L.F. Business (Hard, Annoying, Lame and Frustrating). Naturally, I leaned towards the former.

62 FRANCHISING WORLD / November 2023

Both coaching programs cater toward enhancing, developing and connecting entrepreneurial spirits like ours. Beyond these networks, my professional development relies heavily on conferences oriented toward franchising. The IFA Annual Convention, the Multi-Unit Franchise Conference and the Springboard Event have anchored my learning for more than a decade. While the content shared is invaluable, the real treasures are the connections and camaraderie established with fellow attendees. Often, the person sitting next to you at these conferences has already navigated the waters you are about to sail. Many are eager to impart their victories and valuable lessons. Their wisdom is not restricted to talking business but extends to enhancing interpersonal relationships, striking a work-life balance and mentoring the next generation. Books, particularly autobiographies, have been timeless companions in my quest for wisdom. Through the retrospective narratives of celebrated

individuals, be they artists, actors, or business moguls, I have gleaned profound insights into the decisionmaking processes that have shaped their lives. These stories have reinforced the idea that true success and contentment arise not merely from impulsive choices but from the ability to look back on one’s decisions with unwavering affirmation, even years down the road. In the world of entrepreneurship, where each step is a gamble and each decision carries weight, the pursuit of knowledge and personal growth is a perpetual endeavor. From coaching programs to industry conferences and the wisdom found within the pages of books, these diverse learning avenues have illuminated my entrepreneurial path. They have not only equipped me with the tools to navigate the challenges but have also nurtured a spirit of resilience, adaptability and continuous self-improvement. In the end, the journey as an entrepreneur may have some solitary moments, but it is enriched by the wisdom and experiences gathered along the way, ensuring that the path forward is illuminated with the light of knowledge and the camaraderie of fellow travelers. 7 Jesse Keyser is a multi-unit franchise owner of Sport Clips, Oxi Fresh Carpet Cleaning and Ideal Image.

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Franchise Development

EMPOWERING GROWTH: THE VITAL ROLE OF INCUBATION BRANDS IN FRANCHISING By Scott Zide, Empower Brands

Scott Zide, CEO of Empower Brands, explores the dynamic world of incubation brands within the franchising industry and their impact on innovation, adaptation and franchisee success, with examples of Empower’s incubation concepts.

s the CEO of Empower Brands, I’ve had the privilege of witnessing the remarkable journey of countless franchise concepts, each with its unique story of growth and evolution. Among the many strategies and approaches we’ve explored, one that has consistently stood out is the power of incubation brands. As a young entrepreneur, my very first franchise concept, Mosquito Squad, was a standalone business that I was able to scale into a vast franchise network and then sell later in my career. In this article, we’ll delve into the critical role incubation brands play in our dynamic industry and take a closer look at their impact on our brand.

64 FRANCHISING WORLD / November 2023

The Birth of a Franchise Concept

Incubation brands are the lifeblood of innovation in franchising. They’re the platforms where new ideas are conceived, tested and nurtured into thriving franchise concepts. At Empower Brands, we believe that this phase is where the magic happens, where entrepreneurial spirit meets market opportunity. We recently acquired Bumble Roofing, a previously standalone concept that aims to make roofing accessible and affordable for all. Our journey with Bumble Roofing began with the identification of a significant need in the

roofing industry for customer-focused, high-quality services. We realized that a fresh approach to an age-old industry could bring about remarkable change. For franchisors, “remarkable change” can sound frightening and presents both challenges and opportunities, but ultimately pushes us to remain open to new ideas and growth.

“

Incubation brands are the lifeblood of innovation in franchising. They’re the platforms where new ideas are conceived, tested and nurtured into thriving franchise concepts.”

Nurturing Emerging Concepts

One of the essential functions of a franchisor is to provide the necessary support and infrastructure for emerging franchise concepts. This nurturing process can be likened to raising a child, where guidance, training and mentorship are key elements of success. In the case of our process, the first step is figuring out how a new brand fits into our network, especially as an already established concept looking to franchise. Then, it’s a matter of fostering a culture of excellence, emphasizing customer satisfaction and providing comprehensive training for future franchisees. There’s also the importance of developing an air-tight Franchise Disclosure Document (FDD) and utilizing your marketing tools and brokers to get the brand name out there. It’s important throughout this process that franchisors maintain a delicate balance between nurturing new concepts and managing

their existing franchise networks. Incubation brands force us to allocate resources judiciously, ensuring that both new and established concepts receive the attention they deserve.

The Franchise Ecosystem That said, incubation brands are not isolated entities; they are an integral part of the franchise ecosystem. This ecosystem involves a complex network of relationships between franchisors, franchisees, investors and support providers. Successful incubation brands understand the importance of collaboration and communication within this ecosystem. At the forefront is viewing franchisees as partners in your incubation journey. Commit to their success and work closely with them to navigate the challenges and seize the opportunities that arise in an emerging concept,

Pros and Cons for Franchisees

Joining a franchise incubation brand offers prospective franchisees a distinct advantage in the world of entrepreneurship. These brands provide a proven pathway to success, significantly reducing the inherent risks associated with starting a new business. With comprehensive support, established brand recognition, access to valuable resources and a network of like-minded entrepreneurs, franchisees can hit the ground running and thrive in their chosen industry. Moreover, the culture of innovation and adaptation within incubation brands ensures that franchisees stay ahead of the curve, making them well-positioned for sustained growth and long-term success in the competitive world of franchising. While incubation brands are hubs of innovation and opportunity, they are not without their challenges. Funding

the development of new concepts and ensuring scalability can be daunting tasks. For franchisees, there may be risks associated with joining a newer concept. Furthermore, franchisors must be transparent and realistic about the challenges involved in launching new concepts. Open communication with franchisees and investors is crucial to managing expectations and mitigating risks.

“

Joining a franchise incubation brand offers prospective franchisees a distinct advantage in the world of entrepreneurship.”

Empowering Growth

In conclusion, incubation brands challenge and benefit franchisors by fostering innovation, adaptability and growth. They force us to evolve and remain competitive in a constantly changing landscape. While challenges abound, the benefits of nurturing new concepts and ideas are immeasurable. As franchisors, we must embrace the transformative potential of incubation brands and navigate the challenges they pose. By doing so, we can empower growth not only for ourselves but for the entire franchise industry. 7 Scott Zide is a seasoned entrepreneur and franchise expert with over 20 years of industry experience and a passion for building successful brands. As the CEO of Empower Brands, encompassing 11 industry leading concepts, Zide leverages his expertise in franchising and brand building to help others achieve their entrepreneurial dreams. His track record of success in the franchise industry is a testament to his leadership and dedication to creating interdependent relationships between franchisors and franchisees.

November 2023 / FRANCHISING WORLD 65

Franchisee Insights

HOW TO SUCCEED AS A YOUNG ENTREPRENEUR IN FRANCHISING: FROM ONE GEN Z FRANCHISEE TO ANOTHER By Taral Patel, McAlister’s Deli

21-year-old McAlister’s Deli franchise owner Taral Patel shares best practices for younger franchise owners.

s more and more Gen Z’ers enter the workforce, they are increasingly challenging the 9-5 life of corporate America and seeking out entrepreneurial endeavors.

66 FRANCHISING WORLD / November 2023

In fact, nearly two-thirds of Gen Z (62 percent) said they have started or want to start their own business, according to data from WP Engine and the Center for Generational Kinetics. There are

many factors fueling this rise in selfemployment interest among younger generations, from high expectations of independence and autonomy to the ability to easily learn new information as a digital-first generation. From a practical standpoint, I can confirm this trend rings true; that’s because I’m the 21-year-old franchise owner of McAlister’s Deli in London, Kentucky, the leading fast-casual restaurant franchise under the Focus Brands portfolio. In addition to running the restaurant, I’m currently pursuing my master’s degree in finance. My business education, combined with the invaluable lessons taught to me by my third-generation hotelier family, has propelled my franchise to early success. When my team and I opened our doors in February of this year, we exceeded expectations with high opening-week sales and have been off to a strong start since. Along with our initial achievements, we’ve overcome challenges and learned valuable lessons. Without a doubt, I’ve learned more owning and operating this franchise location than all my schooling.

In hopes of helping other fledgling franchisees in my cohort, or those considering taking the plunge, I would like to offer the keys to my success so they too can fulfill their entrepreneurship dreams through franchising.

Network and Learn from Industry Veterans Looking back on my first year in franchising, I realized I didn’t know what I didn’t know. There’s only so much knowledge that comes from experience alone. To begin establishing myself in the industry, I found it immensely helpful to network with experienced franchisees, leaning into conversations, learning about their challenges — and solutions — as well as asking for advice on how to be a successful franchisee. Don’t pass up any opportunity to network, whether that’s through formal mentorships organized by your franchisor, connections through friends and family, or even online, through professional sites such as LinkedIn.

Increase Your Curiosity and Commit to Continuous Learning Young franchisees must prioritize an understanding of their business if they want to succeed and thrive in their industry. This includes improving your business acumen in general but also mastering specific aspects of your business, such as team management, finances, operations and marketing. To learn these new skills, you must remain naturally curious and commit to a neverending learning process. Familiarize yourself with industry trends, attend workshops and conferences, and seek out relevant resources like books and online courses to expand your knowledge and stay ahead of the game.

Learn to Effectively Manage Teams

When I opened my McAlister’s location, we had 75 employees — much more than the systemwide average and more than I initially anticipated needing. However, I understood the importance of investing in a robust team based on advice from experienced franchisees. The point is, that young franchise owners may not have a lot of experience managing a team, but it’s essential they learn this skill to run a successful business. The first step is to hire the right people — look for candidates who share a commitment to your vision and have the right skills to help your business grow. Then, foster an environment where employees are valued and motivated to work hard. In addition to being the right thing to do as an employer, creating a positive work environment and culture pays dividends as your employees become driven to ensure the business succeeds. Regularly communicate with your team, provide constructive feedback and offer opportunities for growth and development. Effective team management is crucial for maintaining productivity and achieving long-term success.

Adopt a Hands-on Approach to Operations Everyone is busy. Even while juggling school, I aim to be at the restaurant three days a week, working

in both the front and back of the house. Although owners have teams to manage many areas of the business, it’s especially important for young entrepreneurs to roll up their sleeves and take a hands-on approach to the day-to-day operations. This means taking the time to learn about all the miniscule details of the products or services you offer, knowing the needs and motivations of your customers, and staying on top of industry trends. When you develop a deep understanding of your franchise, you will be in a much better position to make informed long- and short-term decisions that will ultimately enable your business to grow.

Pursue Your Passion

Having passion for your business is one of the most vital tools for overall success — without it, overcoming obstacles and hardships won’t come as easily. Passion not only drives your vision but enables you to continuously evolve and adapt to whatever challenges you may face. It equips you with the willpower to keep going. When you truly love what you do, discouragement will never be enough to stop you from achieving your goals. Although my ‘zoomer’ peers are eager to skip the corporate grind and carve their own path, it behooves them to learn from others who have been there before. Networking, being curious, learning to manage teams and staying involved were instrumental in overcoming my lack of experience and gaining valuable advice. I offer my lessons with the intention of helping other young franchisees navigate their own challenges and fulfill their entrepreneurial dreams through franchising. 7 Taral Patel is a franchise owner of McAlister’s Deli. For more information about IFA franchisor member McAlister’s Deli, please visit franchise.org/franchiseopportunities/mcalisters-deli.

November 2023 / FRANCHISING WORLD 67

Registration Now Open! Caesars Forum Conference Center, Las Vegas • March 19–22, 2024

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www.MultiUnitFranchisingConference.com If you are interested in sponsoring, please call: 800.289.4232, Ext. 202 or email: sales@franchiseupdatemedia.com ©2023 Franchise Update Media. All rights reserved.

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Leadership

LEADERSHIP: THE ULTIMATE COMPETITIVE ADVANTAGE By Benjamin J. Gomez, CFE, and Joel Worthington, CFE, Mr. Electric

Leadership is a topic discussed profusely amongst professionals with a significant amount of time and resources invested each year with intentions to cultivate the next generation of leaders.

o, why is it not working? In a recent study conducted by the Gallup Organization, only 32 percent of the of the US workforce is engaged, while 50 percent are not engaged and 18 percent are actively disengaged. This has a direct relation to profitability. Disengaged employees in the US cost their employers $450 billion to $500 billion annually. And companies with a high level of engagement are 21 percent more profitable. Finally, 75 percent of employees who quit do so because of their supervisors, costing $1.1 billion in replacement costs. Leadership is an integral part of business success, yet, as you can see from these statistics, while leadership is a popular topic, the bridge between

knowing and doing is down. These findings force us to take a pause and reexamine what it means to cultivate leaders within an organization and question whether we are truly equipping potential leaders with the tools to create engaging work environments. Now, we, as franchise professionals, are uniquely positioned to serve as a catalyst for change in the most widespread function of our economy: small business.

A Story of Leadership To briefly illustrate the effects of good leadership, let’s contrast the following franchise owners Bob and Nick. Bob, a corporate high-flyer, and Nick, a blue-collar worker, both

ventured into franchise ownership. Bob had ample resources and grand ambitions, while Nick, with limited business knowledge, just met the minimum franchise requirements. Nick was a tenured franchise owner but struggled to maintain profitability, morale and operations. He micromanaged decisions and lacked strategic vision and cultural awareness. This resulted in underperformance, low trust, attrition and lack of direction. In contrast, Bob was confident and charismatic investing heavily in infrastructure and achieving impressive initial sales at the onset of his opening. Bob exuded all the right traits of a leader and showed significant promise to the entire corporate team.

November 2023 / FRANCHISING WORLD 69

Fast forward eight years — Nick emerged as the most successful franchise owner in the system. Why? The crucial difference was relinquishing a limiting belief — believing the success of the business was dependent upon his own production, and not the collective impact of the team. When this mindset shift occurs, the epiphany that all our success can be attributed to others rises to the surface and we begin to ask the question, “How do I get the most out of my people?”. Nick began investing in his own leadership development and prioritizing the development of his team. Operationally, he decentralized decision-making, improved communication, humanized his relationship with his direct reports, and aligned them with responsibilities that fit their strengths. In the subsequent years, Nick built a robust organization achieving a 30 percent market share, multiple layers of management and high engagement. His journey underscores the impact of investing in leadership.

Our story of Nick and Bob should resonate with you. It accentuates the effects of leadership in the context of traditional business performance. When corporate leaders and franchise owners invest in strengthening their leadership, it has a trickle-down effect. When we focus on intentionally developing leadership at the corporate level, it’s much easier for our teams to develop their owners who can, in turn, develop their teams. One of the most rewarding effects is the influence leadership has on employees, families, and the community – better attitudes, higher wages, more harmony and less discord. By leading effectively, we can not only create more profits but multiply the impact we have on the lives of others. Everyone is born with unlimited potential but most never realize it. Why? Because most never believe in themselves and/or encountered a true leader who inspired them to believe. Leaders inspire others to push the limits of their own possibilities. A franchise owner once related the story

of his success. As an aimless young man he had the opportunity to work with a true leader. The owner describes his mentor as “the man who believed in me.” Apparently, no one had believed in him before. Because his mentor believed in him and demonstrated it through developing him as a leader, he is now a successful business owner, husband and father who’s making a difference in the lives of many. We must all ask ourselves if we truly understand leadership — if we’re leading effectively, and if we are intentionally developing leaders in our organization. If we do this well, the results can be profoundly life changing as we help others release their unlimited potential. It is imperative now, more than ever, to invest in unlocking the unlimited potential that franchise owners, their staff and our corporate employees possess. Leadership is the key to unlocking this potential, driving engagement and setting up our businesses to thrive against the competition. Leadership truly is the ultimate competitive advantage. We encourage everyone to examine how well your business is executing leadership with your most valuable resource, your people. This article calls for a state of emergency in the workplace and a deteriorating supply of leaders who desire to make an impact. Help us sound the alarm. 7

Benjamin J. Gomez, CFE, is a franchise business coach with Mr. Electric, LLC, a Neighborly Company, with nearly five-years of experience in franchise operations supporting a multitude of owners at various stages of growth. Joel Worthington, CFE, is president of Mr. Electric, LLC, a Neighborly Company, and a leadership enthusiast with more than 30 years of experience in mentoring, coaching and multiplying leaders.

70 FRANCHISING WORLD / November 2023

FEATURED FRANCHISEES The International Franchise Association is proud to celebrate our franchisee members. See below to learn more about some of our Featured Franchisees — why they got into franchising, their unique backgrounds and how they contribute to their local communities.

JEFF WOLF AND SENEN CABALFIN

Jeff Wolf and Senen Cabalfin, Executive Home Care Franchisees, Freehold, Somerset, Tom’s River and Bergen County, NJ Jeff Wolf and Senen Cabalfin, proud franchisees of Executive Home Care, recently marked their 10year business anniversary. Celebrating a successful decade of providing top-quality in-home care to the Freehold, NJ community, the entrepreneurial pair also announced their plans to expand to Bergen County, NJ.

72 FRANCHISING WORLD / November 2023

Since embarking on their journey, Wolf and Cabalfin have established franchises in Somerset and Tom’s River, NJ. This commitment to growth and community service was commemorated with an event aboard the River Queen boat cruise in Brielle, NJ. Fellow franchisees, colleagues, and grateful community members gathered to honor the duo’s impressive milestone. Wolf expressed immense gratitude for the support received over the past decade and shared his excitement about the upcoming expansion. Cabalfin mirrored his sentiments, highlighting how this growth was not just a business move, but also a chance to positively impact more lives and provide much-needed support to families in the Bergen County community. The celebration also saw the presence of Kevin Porter, brand president of Executive Home Care. Porter lauded Wolf and Cabalfin’s dedication and commitment, saying, “Jeff and Senen exemplify what it means to be part of the Executive Home Care family. Their tireless dedication to their communities, and now their expansion into Bergen County, continues to inspire us all.” As they gear up for this new chapter, Wolf and Cabalfin remain steadfast in their original mission — providing exceptional in-home care that improves the quality of life for their clients and their families.

FEATURED FRANCHISEES Victor’s commitment to providing a supportive, caring approach to estate sales resonates with his clients, setting a strong foundation for the continued expansion of Grasons on both the west and east coasts. His work exemplifies the Grasons brand’s principles and showcases the potential of the estate sale and business liquidation industry in the hands of dedicated and compassionate franchisees.

VICTOR BURKE

Victor Burke, Grasons Franchisee, Beach Cities, CA and St. Augustine, FL

Victor Burke, franchise owner of Grasons in Beach Cities, CA and St. Augustine, FL, has made a name for himself in the estate sale and liquidation industry. Performing over 400 estate sales and business liquidations, Victor’s experience and knowledge are helping to expand Grasons’ footprint from the sunny beaches of California to the historic coasts of Florida. Before joining the Grasons family, Victor worked in the eye care and veterinary industries, roles that put him in the heart of family dynamics and care. This background uniquely positions him to understand the need for empathy and compassion when handling estate sales. His ability to assist families during challenging times and his extensive knowledge of antiques, collectibles, and collections have made Grasons the go-to choice in the area. Victor’s genuine desire to help is the driving force behind his successful expansion on both coasts. He has effectively leveraged his skills to establish a notable presence in the estate sale and business liquidation sector, ensuring that Grasons is synonymous with quality and reliable service, regardless of the location. When asked about what he enjoys most about conducting estate sales, Victor responded, “The ability to apply my compassion and ability to help people in their time of need is what I enjoy the most. With every sale, every client, and every family, we love being able to help relieve stress and give people a sense of peace.”

SHANIA SEIBLES

Shania Seibles, MassageLuXe Franchisee, Peachtree City, GA

Dr. Shania Seibles, an Atlanta area physician, believes in the healing power of massage therapy so much, she now owns her own MassageLuXe spa in Peachtree City, Georgia. MassageLuXe is a fast-growing massage and spa franchise delivering the highest standard of services in the membership-based massage, facial, and waxing industry. The Peachtree location is the first Georgia franchise for the brand as it expands into the Peach State. “Massage therapy is an important avenue for health and well-being because it provides a lot of benefits. An increasing number of doctors, including me, recommend massage therapy to patients,” says Dr. Seibles. “In addition to alleviating the usual muscle aches, massage therapy can be extremely beneficial for people with chronic pain which can lead to depression, if not addressed. It can also reduce anxiety and stress. From a medical standpoint, we can really lessen the burden of many medical problems through massage therapy.”

November 2023 / FRANCHISING WORLD 73

FEATURED FRANCHISEES

JEFF STARR

Jeff Starr, WIN Home Inspection Franchisee, New Baltimore, MI

Jeff Starr served in the Missouri Army National Guard from 1982-1985, then in the U.S. Coast Guard from 1985 until he retired in 2015. He started his career in the Coast Guard in Heavy Weather Motor Lifeboats used for rescues off the coast of Oregon. He later moved over to Coast Guard Aviation where he worked on search and rescue helicopters maintaining the navigation, communication and electrical systems and flew as a crew member for maritime law enforcement. Jeff’s last eight years in the Coast Guard were in senior leadership, where he retired as Command Master Chief. His 32 years of combined military service moved him all over the country, making him deeply knowledgeable in the home buying and selling process. Jeff was such an expert that he often helped military members moving to his unit by looking at homes for them before they purchased or helped with the sale after they departed. This paved the way for his future entrepreneurial endeavor as a WIN Home Inspection franchise owner. In July 2020, Jeff decided to take the leadership skills he gained from military service and his desire to help people through homeownership and opened his own WIN Home Inspection business. Jeff’s time in the military taught him servant leadership — what you put into others comes back — and he finds the same goes when it comes to entrepreneurship. He believes what you put into your business and relationships has a direct impact on your community and your overall success.

74 FRANCHISING WORLD / November 2023

CHRISTOPHER KLEBBA

Christopher Klebba, Smoothie King Multi-Unit Franchisee

Born and raised in Michigan, Christopher Klebba began franchising in 2016 and now has over 7 years of experience with multiple brands in his portfolio, including Smoothie King, Planet Fitness, Buff City Soap, Altitude Trampoline Parks and Single Barrell Social. Klebba was inspired to pursue the franchising industry at a young age after witnessing his father, Chris Klebba, successfully own and operate one of the first Planet Fitness franchised gyms. Seeing the positive impact that his father’s business had on the community influenced Klebba to invest in concepts that are health and fitness focused. Today, Klebba owns multiple Planet Fitness gyms, 12 Buff City Soap locations, 4 Altitude Trampoline Parks, 1 Single Barrell Social location and 21 Smoothie King stores. With plans to build out his portfolio further, Christopher recognized the importance of being strategic in his involvement with brands that pair well together. For example, his Smoothie King locations have offered post-workout fuel for members at his Planet Fitness gyms. His diverse portfolio of concepts offers a well-rounded combination of health, wellness and entertainment options, allowing him to cater to a broad range of customer needs. From exercising to socializing to entertainment, each brand cohesively expresses the theme of living a balanced lifestyle. Christopher remains steadfast to positively impacting communities through franchising. His entrepreneurial journey is marked by strategic choices, as he continues to invest in brands that complement each other, thereby forging a sustainable business model for himself and the communities he serves.

FEATURED FRANCHISEES

JASON AND SCARLETT DALTON

Jason and Scarlett Dalton, Camp Bow Wow Franchisees, Covington, LA

Husband-and-wife duo Jason and Scarlett Dalton joined the Camp Bow Wow family in 2009 when they opened their first location in Covington, Louisiana, fueled by a passion for dogs and a desire to give back to their community. This devotion has led their growth to eight Camps throughout five states with more slated to open. Their Camps employ over 200 people and have enjoyed strong year-over-year growth. Their first Camp opened with Scarlett leading day-to-day operations after finding success with her mobile grooming business. After two years, the Camp was performing so well that Jason quit his engineering job to support Scarlett, replicating their success in new markets by keeping customer satisfaction, the well-being of dogs and support of their team members as top priorities. The Daltons often give back to local shelters and rescues in the communities they serve and are strong advocates for Camp Bow Wow’s nonprofit organization, the Bow Wow Buddies Foundation.

The duo maintains a strong culture within their Camps through taking care of their team members and providing development opportunities. They are also a valuable resource for the franchise community; they act as mentors, freely sharing ideas and challenges to help other owners be successful. The duo maintains a strong culture within their Camps through taking care of their team members and providing development opportunities. They are also a valuable resource for the franchise community; they act as mentors, freely sharing ideas and challenges to help other owners be successful. 7

November 2023 / FRANCHISING WORLD 75

FRANPAC’S CURRENT FINANCIAL SUPPORT OF FEDERAL CANDIDATES AS OF NOVEMBER 15, 2023. =

REPORT CARD

IFA’s political action committee, FranPAC, supports pro-franchise, pro-business candidates for U.S. Congress.

2023-2024 Cycle Expenditures: $390,500 Republicans................ $273,500 (70%) Democrats...................$103,500 (27%) Independents..................$13,500 (3%) U.S. House of Representatives

Elise Stefanik

$5,000

NY021

Republican

Elizabeth Fletcher

$1,000

TX007

Democratic

Erin Houchin

$1,000

IN009

Republican

Glenn Grothman

$1,000

WI006

Republican

Glenn Ivey

$1,500

MD004

Democratic

Glenn Thompson

$1,000

PA015

Republican

Greg Murphy

$1,000

NC003

Republican

Greg Pence

$1,000

IN006

Republican

Aaron Bean

$2,000

FL004

Republican

Guy Reschenthaler

$1,500

PA014

Republican

Ami Bera

$2,500

CA006

Democratic

Hakeem Jeffries

$10,000

NY008

Democratic

Ashley Hinson

$6,000

IA002

Republican

Haley Stevens

$1,000

MI011

Democratic

$1,000

GA004

Democratic

Barry Moore

$1,000

AL002

Republican

Hank Johnson

Beth Van Duyne

$4,000

TX024

Republican

Henry Cuellar

$5,000

TX028

Democratic

Blaine Luetkemeyer

$1,000

MO003

Republican

James Comer

$1,500

KY001

Republican

Brad Schneider

$2,000

IL010

Democratic

James Lankford

$1,000

OK000

Republican

Brandon Williams

$1,000

NY022

Republican

Jason Smith

$5,000

MO008

Republican

Brett Guthrie

$2,500

KY002

Republican

Jay Obernolte

$3,500

CA023

Republican

Buddy Carter

$1,000

GA001

Republican

Jen Kiggans

$1,000

VA002

Republican

Carol Miller

$5,000

WV001

Republican

Jerry Carl

$2,000

AL001

Republican

Cathy McMorris Rodgers

$10,000

WA005

Republican

Jim Banks

$1,000

IN000

Republican

Chrissy Houlahan

$3,000

PA006

Democratic

Jim Costa

$2,000

CA021

Democratic

Chuck Edwards

$1,500

NC011

Republican

John Curtis

$1,000

UT003

Republican

Dan Newhouse

$1,000

WA004

Republican

John James

$1,000

MI010

Republican

Darin LaHood

$1,000

IL016

Republican

John Joyce

$2,500

PA013

Republican

David Rouzer

$4,500

NC007

Republican

John Moolenaar

$1,000

MI002

Republican

Debbie Dingell

$1,000

MI006

Democratic

Josh Gottheimer

$1,000

NJ005

Democratic

Debbie Lesko

$1,500

AZ008

Republican

Juan Ciscomani

$1,000

AZ006

Republican

$4,000

CA026

Democratic

Diana Harshbarger

$3,500

TN001

Republican

Julia Brownley

Dina Titus

$1,000

NV001

Democratic

Julia Letlow

$2,000

LA005

Republican

Donald Norcross

$2,000

NJ001

Democratic

Kay Granger

$5,000

TX012

Republican

Drew Ferguson

$1,000

GA003

Republican

Keith Self

$1,000

TX003

Republican

Ed Case

$1,000

HI001

Democratic

Kelly Armstrong

$1,000

Republican

76 FRANCHISING WORLD / November 2023

U.S. Senate

U.S. House of Representatives (Continued) Kevin Hern

$5,000

OK001

Republican

Angela Alsobrooks

$2,500

Democratic

Angus King

$3,500

Independent

Bill Cassidy

$5,000

Republican

Bill Hagerty

$1,000

Republican

Chris Coons

$3,500

Democratic

Kevin Cramer

$6,000

Republican

Gary Peters

$1,000

Democratic

Jerry Moran

$3,500

Republican

JD Vance

$1,000

Republican

Kevin Kiley

$3,500

CA003

Republican

Kevin McCarthy

$5,000

CA020

Republican

Larry Bucshon

$2,000

IN008

Republican

Laurel Lee

$1,000

FL015

Republican

Lisa Blunt Rochester

$1,500

DE001

Democratic

Lisa McClain

$2,500

MI009

Republican

Lloyd Smucker

$5,000

PA011

Republican

Lori Chavez-Deremer

$5,000

OR005

Republican

Jim Banks

$5,000

Republican

Mary Miller

$1,000

IL015

Republican

Joe Manchin

$10,000

Democratic

Matthew Cartwright

$1,000

PA008

Democratic

John Boozman

$1,000

Republican

Michelle Steel

$2,500

CA045

Republican

John Barrasso

$5,000

Republican

Mike Bost

$2,500

IL012

Republican

John Thune

$10,000

Republican

Morgan McGarvey

$4,000

KY003

Democratic

Kyrsten Sinema

$10,000

Independent

Nathaniel Moran

$1,500

TX001

Republican

Marco Rubio

$1,000

Republican

Nicole Malliotakis

$5,000

NY011

Republican

Mark Kelly

$2,000

Democratic

Marsha Blackburn

$5,000

Republican

Mike Braun

$2,000

Republican

Mike Rounds

$1,000

Republican

Roger Marshall

$4,500

Republican

Ted Budd

$5,000

Republican

Ted Cruz

$1,000

Republican

Tim Scott

$2,500

Republican

Tommy Tuberville

$2,000

Republican

Nydia Velazquez

$1,000

NY007

Democratic

Raja Krishnamoorthi

$2,500

IL008

Democratic

Richard Hudson

$5,000

NC009

Republican

Rick Allen

$2,500

GA012

Republican

Rick Crawford

$1,000

AR001

Republican

Robert Aderholt

$1,000

AL004

Republican

Ron Estes

$2,500

KS004

Republican

Rudy Yakym

$1,000

IN002

Republican

Scott Fitzgerald

$1,000

WI005

Republican

Scott Peters

$3,500

CA050

Democratic

Steve Scalise

$2,500

LA001

Republican

Tim Walberg

$6,500

MI005

Republican

Tom Emmer

$2,500

MN006

Republican

Tony Cardenas

CA029

Democratic

Troy Balderson

$3,000

OH012

Republican

Troy Carter

$5,000

LA002

Democratic

Virginia Foxx

$5,000

NC005

Republican

Zoe Lofgren

$1,000

CA018

Democratic

Leadership PACs/Party Committees CHC BOLD PAC

$5,000

Democratic

Blue Dog PAC

$5,000

Democratic

CMR Pac

$5,000

Republican

Hoosier Pac

$1,000

Republican

2024 Republican Senate Victory

$15,000

Republican

E-Pac

$2,500

Republican

National Republican Senatorial Committee

$30,000

Republican

National Republican Congressional Committee

$1,500

Republican

HOUSE CONSERVATIVES FUND

$5,000

Republican

New Democrat Coalition

$5,000

Democratic

CONGRESSIONAL BLACK CAUCUS PAC

$5,000

Democratic

November 2023 / FRANCHISING WORLD 77

WELCOME

NEW IFA MEMBERS

Franchisors Heavenly Pizza Franchise LLC

Findlay, OH Contact: John Urbanski www.heavenlypizzafranchise.com

Innovative Sport Surfacing

Mentor, OH Contact: Chris Rossi innovativesportsurfacing.com

Movita Juice Bar

Commerce, CA Contact: Mr. Jason Steele www.movitajuicebar.com

Valenta Franchise LLC

Clifton, NJ Contact: Jayesh Kasim www.valentafranchise.com

iRover.com

Pie Insurance

Ledge Accounting

TikTok

National Property Inspections, Inc.

Valenta.io

PCS VoIP

Wild Marketing Group

Toronto, Ontario Contact: Scott Waddell www.iRover.com Dallas, TX Contact: Mr. Ryland Beard www.ledgeaccounting.com Omaha, NE Contact: Mrs. Shauna Nilsen npicommercial.com Olathe, KS Contact: Tamer Christo www.pcsvoip.com

Denver, CO Contact: Joe Reeder www.pieinsurance.com Culver City, CA Contact: Laura Babbili www.TikTok.com Clifton, NJ Contact: Jayesh Kasim valenta.io Waukesha, WI Contact: Marcy Donahue wildmarketinggroup.com 7

Suppliers Augusta Sportswear

Grovetown, GA Contact: Mark Botterill www.augustasportswear.com

Balihoo

West Palm Beach, FL Contact: Kevin Lange www.balihoo.com

CapForge Bookkeeping & Tax Carlsbad, CA Contact: Laurie Coldren capforge.com

InnoVision Marketing Group, LLC San Diego, CA Contact: Ric Militi teaminnovision.com

Inpro Corporation

Muskego, WI Contact: Ms. Melissa Walters www.inprocorp.com

78 FRANCHISING WORLD / November 2023

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