Franchise Development Leaders: European Wax Center’s Jean Grossman

Jean Grossman has experienced a fruitful and lengthy career path, dipping her toes in many aspects of the business and franchise industries. Grossman’s career began at a corporate Bennigan’s and when the company announced it was going to franchise, she knew she wanted to take on the challenge. Later coming across the European Wax Center franchise, Grossman then took a leap of faith and transitioned out of the food industry to a more women-led business unit with ample opportunities for growth. 

1851 caught up with Grossman to learn more about her journey with the European Wax Center franchise and her perspective on the industry. 

1851: How did you first get into franchising?

Grossman: I worked for Bennigan’s back in the day, which is where I got my start. It was a corporate-owned system at the time and they said they were going to franchise. I immediately said, “I want to try that.” Everyone said I was crazy for doing it, but here I am and I love it. 

European Wax Center was a good opportunity for me to transition out of the food industry and into a more women-led business. It’s the leading wax and beauty franchise in the U.S., with over 730 locations nationwide. European Wax Center encourages our guests to be unapologetically confident as they walk in and strut out of our centers—I’m very excited to be part of this company and the future is very bright.

1851: What do you love about the industry?

Grossman: There are so many things I love about the franchise industry. Being exposed to diverse business owners, developers and employees gives you a great perspective on business and life, in general. You have the ability to share best practices and help provide guidance for success to business owners. It’s all about working together toward a common goal.

1851: What do you wish that you could change about the industry?  

Grossman: I think the biggest opportunity we have as an industry is to educate everyone on the benefits of franchise ownership. We need to teach people about the opportunities, entrepreneurial feel and how this business model could become very lucrative and successful for them. 

1851: What is the biggest challenge franchisors are currently facing in franchise development and what are you doing to overcome it?

Grossman: Acquiring and keeping guests. With all the competition, choices and convenience of delivery, it gets more difficult each day to create loyalty in a brand. We continue to work through consumer insights to make sure we know what our guests want so we can consistently deliver on their expectations. In addition, we work closely with our marketing partners to align on traffic drivers and initiatives. One of our favorites is the first-wax-free offer for new guests, it works great!

1851: What do you think the biggest trend in franchise development will be in 2020?

Grossman: Mobile and technology will continue to be at the forefront of enhancing the guest experience. Providing platforms that continue to address convenience and flexibility will be the key to long-term guest satisfaction and growth. 

1851: What makes a great franchisee?

Grossman: A great franchisee is someone who is committed to and passionate about the brand that they buy into and who functions as a true brand ambassador. At European Wax Center, we support entrepreneurs that are dedicated to their businesses and want to work together to drive success for everyone. 

1851: What's the No. 1 thing that sells franchises?

Grossman: I actually think there are two things: Emotional attachment to the brand and belief in the brand and a great financial model. The return on the franchisee’s investment is key to long-term success.