Article
You heard it here first: first franchisees become important brand ambassadors
In the world of restaurants, the first franchisee can be critically important for a company that hopes to expand its growth through franchising.
August 15, 2014 by Brenda Rick Smith — Editor, Networld Media Group
A child's first birthday, first steps, first day of school.
First job, first paycheck, first dollar tacked to the wall above the cash register.
Firsts are important. And in the world of restaurants, the first franchisee can be critically important for a company that hopes to expand its growth through franchising.
"Potential franchisees and new franchisees coming into the system want to talk to other franchisees and find out from them what kind of support they have gotten and if they have been successful," says Sam Rothschild, COO for Slim Chickens. "They are the biggest advocate of the brand."
A Passion for the Brand
Slim Chickens found its first franchisee/brand advocate in Greg McKay.
McKay has owned a homebuilding business in Texarkana, Texas for more than 20 years, but he also had an itch to own a restaurant. He wasn't interested in starting up his own restaurant, but he was interested in franchising.
When his daughter went off to the University of Arkansas in 2007, she raved to the folks back home about "Slim's." When McKay and his wife went to Fayetteville for a visit, their daughter made sure their itinerary included a trip to Slim Chickens.
McKay was hooked.
"The food was fresh, cooked to order," said McKay. Chicken was prepared both fried and grilled, offering a pleasing option to McKay's health-conscious wife. "It was something that could be adapted to the whole family."
McKay was sure Slim Chickens would be a hit back in Texarkana. As soon as he returned home, he called Slim's corporate offices to check and see if they were open to franchising. They weren't. So McKay called back every six months until he finally got the green light to become the first franchisee in 2012.
"I was real eager to become franchise number one. I felt strongly about the product and the brand," said McKay.
Brand Ambassador
Now, people interested in franchising with Slim Chickens call him, a luxury not available to him when he was seeking to become a franchisee. They want to know if his business is successful, if he's getting the support he needs from corporate.
"I just try to be positive about the brand," said McKay. "Folks call me that have a lot of experience. All you can try to do is sell the brand. I'm a believer that if you put out good food and take care of the customer and treat the customer right, everything else will fall into place."
McKay has played a key role in the growth of the franchise, according to Rothschild.
"I've been in the franchise business for 20 years. The beauty of Greg is that he is one of the most open, honest, candid people you are ever going to want to meet. He brings integrity and a sense of partnership and willingness to give feedback and take feedback in the most sincere fashion. Those are the types of franchisee relationships that you cherish," said Rothschild.
Creating Systems
First franchisees' impact on the company may go beyond being brand ambassadors, to actually creating the systems that express the brand experience.
That was the case for Toppers Pizza and Andy and Caro Johnson.
The Johnsons became Toppers first franchisees in 1997, when they were fresh out of college. Andy had been a driver for Toppers during his college years, and Caro worked as a marketing specialist.
As Andy's graduation approached in May 1996, Scott Gittrich, president and founder of Toppers Pizza, suggested he consider opening the first franchise.
"We knew this would be the best time to risk it all. If it failed, we knew we could work hard enough to pay it off," said Caro.
The risk paid off, for Toppers and for the Johnsons. The Johnsons now own four Toppers Pizzas, two in Eau Claire, Wis., one in Menomonee, Wis., and one in uptown Minneapolis, Minn. They also own the rights to Chippewa Falls, Wis. and hope to open a store there within the next year.
From the start, the relationship between corporate and franchisee was very give and take, with both parties learning as they went. Gittrich was always available for mentoring and coaching, and the Johnsons were instrumental in most of the marketing produced for the first ten years.
"One of the things they are really great at is people development and running really clean stores," said Scott Iversen, VP of Marketing for Toppers Pizza. "They had a hand in developing the system for how to hire and attract good people, and the checklists for keeping restaurants very clean."
The early experiences between Gittrich and the Johnsons set the tone for the relationship between Toppers corporate offices and franchisees today.
"We have a cuture of trusting each other," said Iversen. "One can't get ahead if the other can't get ahead. If the brand isn't successful, it's going to be hard for the franchisee to be successful."
Matchmaker, Matchmaker, Make Me a Match
So, what should a potential franchisor look for in a first franchisee?
"I think a critical component is you have to align yourself with people that share your same values," said Iversen.
If he were looking for a first franchisee, Rothschild would look for someone who is passionate, who has integrity and who has a desire to grow. Appropriate financial resources and experience in the food service business would also be key considerations.
And what should franchisees look for in a first-time franchisor?
Franchisors should be transparent and willing to share the details of their operation, said Caro. Leaders should be willing to meet with franchisees personally.
"Are you willing to come and look me in the eye and tell me this is where my dreams can lay?" said Caro. "I don't want to work for someone who can't even come off their island. I would want to meet the actual owner."
For McKay, a brand he believes in – great food, great customer service – is key to success. But as a franchisee, he also looks for close-knit relationships with the folks back at corporate.
"We all get along great, between franchisee and corporate level," said McKay. "When Sam calls us, you can count on a 30 minute conversation. He just gives you that feeling that he truly cares."
About Brenda Rick Smith
