How a Franchisor Can Cultivate a Strong Franchise Community

The work of franchisees is at the heart of franchise systems. Without their commitment to local brand awareness and quality customer experiences, the name of the franchise could not be built up nearly as quickly or positively. However, to support those who are doing the day-to-day work, it is important to build a strong franchise community.

By encouraging franchisee connections and support through all steps of the process, franchisors can demonstrate their own commitment to a connected franchise network while encouraging individual owners to participate in system-wide connection efforts. Here are 10 ways franchisors can promote a supportive franchise community.

Be There Through the Discovery and Finalization Process

Communicating a culture of support starts at the beginning. By making themselves available to prospective franchisees throughout the discovery process, the franchise’s leadership team can lay a strong foundation. If franchisees experience this type of connection and teamwork before they are officially a part of the team, it’s likely that the experience will stick with them and inform how they move through the franchise system and interact with their fellow owners.

Ensure Financial Support and Resources Are Available

While the financing process is second nature to members of the development team, new franchisees may be investing their life savings in this business. With a development team (or designated team member) by their side throughout the process, new owners can feel more connected and supported as they work to understand the financial requirements, financing options, internal support offerings and other needs of this major investment.

Consider Cultural Fit Into the Franchisee Evaluation Process

If a strong franchise community is woven into the fabric of the franchise, a prospective franchisee’s cultural fit is significant. Just as franchisors evaluate a candidate’s financial compatibility and previous business or leadership experience, they can also consider the prospect’s perspective on teamwork and connection.

Throughout the evaluation process, if franchisees prefer working independently and aren’t enthused about being “team players,” this could be a sign that they will be less likely to participate in franchisee community-related activities and efforts.

Embrace Event-Planning Skills

Once the foundation is laid, it will take consistent effort to maintain the desired level of connection and community support. Franchisors have a big job to do, but it is well worth their time to set aside a pool of resources that will power franchisee-focused events (as mentioned above).

This can be an annual convention, regional meeting or more localized franchisee gathering. Conducting an organized, well-thought-out event will bring franchisees together, leading to additional inspiration and, optimally, further growth.

Encourage, and Even Coordinate, a Franchise Advisory Council

Larger franchisors may leverage a franchise advisory council to create an ongoing conversation about the state of the market, franchisees’ challenges, and new ideas and wins to celebrate. Though some franchisees may come together in a less official way, naming members of a council or conducting an election from the corporate level shows corporate support and might encourage more franchisees to participate.

Provide Ongoing Support and Resources

Making education and professional development resources available to franchisees for the life of their investment will communicate a genuine interest in the success and development of the network. Franchisors should incorporate brand values into initial training processes while offering ongoing learning opportunities in the form of workshops, webinars, online courses and/or an intranet.

Encourage Collaborative Marketing Efforts

Franchise marketing can include individuals from all levels of the system. Incorporating national efforts can increase the visibility of the brand as a whole, as well as knowledge and success of local locations. This strategy communicates a corporate interest in individual franchisees’ success while allowing individual owners to benefit from collective efforts.

Play to Each Other’s Strengths as a Support System

Evaluating each other’s strongest skill sets also helps. While a corporate support team should include subject matter experts who are willing and able to help franchisees as the need arises, the larger support strategy should also include technology-forward solutions and other options that encourage local owners to leverage each other's expertise for the greater good of the group.

Build Strong Communication Networks

Communication is crucial to connection. Franchisees may have the names, phone numbers or email addresses of others in the network. However, unless there’s a plan in place to make sure all information is updated consistently, initial contact methods can too easily become outdated. 

A franchisor-endorsed communication channel through a platform like Slack, GroupMe, Microsoft Teams or Google Chat avoids the need for constant phone number and email updates. It can also consolidate conversations, support direct messages and group chats, and provide a single best place for franchisees to reach out and look for recent updates. 

Recognize and Celebrate One Another

Having your hard work recognized feels good. Encouraging franchisees to celebrate their colleagues’ wins — which benefit everyone by contributing to the growth of the system as a whole — can boost connection and perceived closeness. This can also come in the form of an incentive or rewards program, which will provide not only recognition but some other benefit that can positively impact the franchisee’s business, financial status or personal time. Rather than being a large group of people that just so happens to work alongside each other or for the same parent company, franchisees can interact as a team that wants to see each other win.

Laying the foundation for and building a true community among franchisees is a crucial step in the development process, positioning the franchise to grow and thrive long-term. By creating an environment where everyone feels welcomed and valued, local owners are inspired to celebrate the wins and push through the tough times, knowing that they are doing so with a team of other dedicated professionals right alongside them.