A Conversation With: Richard Huffman, Britt McKenzie and Jim DiRugeris of Celebree School

The coronavirus continues to have dire effects on businesses across the country, and the franchise industry is no exception. Franchisors across segments are strategizing new ways to support their franchisees, keep customers satisfied, help local communities and come out stronger on the other side of this crisis.

To that end, 1851 Franchise publisher Nick Powills and Charles Internicola, founder and partner of the Internicola Law* Firm, are covering the coronavirus and its impact on businesses through our A Conversation With webinar series.

In today’s morning webinar, Powills and Internicola spoke with Celebree School CEO Richard Huffman, Chief Development Officer Jim DiRugeris and new franchisee Britt McKenzie about how the brand is navigating the pandemic. 

Here are some of the key insights from their discussion.

Flexibility and Communication

Right now, it is crucial to open up direct lines of communication between franchisees and franchise leadership teams. Maintaining a bullish attitude of “We’ll get through this and be successful” and maintaining frequent communication with franchisees can instill confidence. Franchisors need to deliver on the promises and commitments they made to their franchisees. Franchisors need to be flexible and be willing to have phone calls with franchisees during off-hours. 

Avoiding Temporary Closures

Childcare is one of the fastest-growing industries, and pent-up demand for those services creates a lot of curiosity about the industry, both for parents and prospective franchisees. 

Should a business opt to close completely at this time, momentum may be hard to regain upon reopening. Closures might also drive customers to the competition, and some of those customers may never return. 

From a franchise development standpoint, brands that completely cease operations at this time may miss out on the prospective franchisees that are out there. The majority of franchisees coming into a system do not just want any business; they want a business that will allow them to leave a legacy behind and serve communities. Now that people are at home with a lot of extra time to think, these types of business will increasingly become appealing to them. 

Capitalizing on Real Estate

Brands will have an opportunity to capitalize on real estate. Real estate brokers must be held accountable to help brands find the best possible locations. 

The goal of a leadership team is to make sure vision becomes a reality. Leadership teams must deliver on the promises they’ve made to their franchisees. 

Listening to Franchisees

Flexibility, creativity and passion are very important at this time. Franchisor confidence will go a long way in reassuring both existing and new franchisees. It’s important that leadership teams present a united front. 

Brands don’t sell brands, people do. Franchisors need to get out of their own egos and listen to their franchise owners. Too many franchise sales websites just have pictures of buildings.