Imitation is the Highest Form of Franchise Flattery

The franchise industry is built upon the philosophy that once you find a concept and a business model that works, replication is the key to success. Similarly, there is opportunity for emerging franchise concepts to replicate successful tactics demonstrated by some of the major players in the industry in order to adapt them to their own brands.

We examined four tactics leveraged by some of the largest and fastest growing franchisors in the industry and the lesson emerging franchise concepts can take away and inject into their own 2018 plans.

1. Wendy’s – Create an Interesting Social Voice

McDonald’s and Burger King may have closed out 2017 with higher sales, but Wendy’s has been the burger brand building the most buzz lately. That has largely been due to the more aggressive tone the red head-fronted brand has taken with their social media strategy in the last year and a half, specifically on Twitter where they have gained a tremendous following and generated conversation with their humor, wit and savage commentary.

Emerging Franchisor Takeaway: Be bold with your social media voice. Today’s social media consumer doesn’t want to be sold – they want to be engaged and entertained. But this has to be done in concert with what your voice is as a brand. Lots of copycats have emerged employing a similar wisecracking, sassy tone – and it only works if that reflects the core of your brand. A unique approach to your voice on social that’s true to your mission will help you stand out in today’s crowded social media sphere.

2. Pet Supplies Plus – Identify Chances for Proprietary Retail Products

Pet Supplies Plus landed on the Entrepreneur Magazine “Franchise 500” at number 32 in 2018. One interesting offering from the company is their exclusive, in-house pet food line, Redford Naturals (which they recently expanded with a line of dry cat food). The line is sold in the company’s more than 400 locations, an additional revenue stream where the brand maintains full ownership.

Emerging Franchisor Takeaway: Regardless of your industry or business model, utilizing proprietary products can increase your bottom line and provide an opportunity to expand the value of the brand. In restaurants, there may be opportunities to leverage popular sauces, seasonings and more as a retail line. Similarly, in more service-based concepts, there may be lateral retail opportunities to explore in partnership or licensing with companies producing your standards product.

3. Valvoline Instant Oil Change – Continue to Foster Growth with Existing Franchisees

In September, Valvoline Instant Oil Change announced franchise deals with seven of their largest franchisees to the tune of 160 scheduled new locations – including Henley Enterprises, Inc., which opened the first franchise location in 1989 and has grown to more than 200 locations since then. 

Emerging Franchisor Takeaway: Don’t forget the value of your original franchisees and continue to foster steady growth from within with your existing network. Brands that reach the level of Valvoline Instant Oil Change do so by making smart partnerships and then giving those franchisees the support and tools to grow. While you’re looking to expand with new franchise prospects, always make sure to engage your existing franchisees and proactively look for ways to motivate and drive their expansion.

4. Edible Arrangements – Find A Holiday, Season or Event and “Own” It

In a recent article in QSR Magazine by Tariq Farid, founder and CEO of Edible Arrangements, the leader of the 1,300 unit company said that Valentine’s Day is their Super Bowl. Aside from bringing on nearly 30,000 temporary hires for the boom season leading up to the big day of love, he added that there is careful planning, communication and operational support for the company to maximize the value of the busy holiday.

Emerging Franchisor Takeaway: It’s very easy when you’re a smaller brand with limited resources and staffing for franchisees and employees within the system to view boom periods, holidays or events as a nuisance rather than an opportunity. The key is to make sure that as a leader in the brand’s success, you’ve carefully plotted out the strategy and plan to leverage those holidays, seasons and events to create huge win moments for your company and for the franchisees. But taking advantage of these booms just one year isn’t enough. Build on them year-over-year. Analyze the successes, failures and areas where you might have expanded your impact and thus generated bigger sales. Incorporate that into the plans for next year and continue to build out your ownership of those moments.