1851

The so-called “essential business” designation has been something of a godsend to businesses who have been allowed to stay open despite the shelter-in-place orders that have shuttered storefronts across the country. But just what qualities make a business “essential” remains somewhat of a mystery, and <a href="https://1851franchise.com/reuters-how-one-silicon-valley-factory-keeps-running-in-the-age-of-coronavirus-2712800#home">some businesses have been surprised to earn the designation</a>.Cindy Rayfield has been a franchise broker for 12 years, helping prospective franchisees from a range of backgrounds find franchise opportunities that match their goals and skill sets. Rayfield also happens to be a franchisee herself, owning two Cookie Cutters Haircuts for Kids salons in the Denver area. 1851 Franchise spoke with Rayfield to learn how the franchises she works with have been wrapping their heads around the “essential business” designation.1851 Franchise: How have the brands you work with been reacting to the decision to classify some businesses as essential and, by implication, the rest inessential?Cindy Rayfield: Classifying businesses this way in franchising is hard because just about every business can be considered essential to the people it serves. Most brands are not out there trying to create a new invention that people aren’t using yet.&nbsp;Most of the businesses designated as essential are home-service brands, but there are plenty of other types of businesses that I would argue are equally essential to people’s lives. My hair salons, for instance, are essential to our customers. As this crisis continues, I hope we’ll see some changes of how that designation is being applied.1851: Is this type of distinction completely new for the franchise industry?Rayfield: I think it is new, but it’s also something that brands seem to be quickly adapting to. I’ve noticed a trend at the conferences for the broker organization I belong to: we host more than 100 franchisors in a virtual conference room over two days, and we’ve started to see franchises naturally categorize themselves into two categories, roughly aligning with essential and non-essential, regardless of their industry.1851: Are there brands designated as non-essential that are pivoting in an effort to become essential?Rayfield: Yes and no. Non-essential brands are pivoting, but the adjustments they are making are largely in an effort to reach customers despite closing their storefronts. In my consulting work, I’m constantly asking brands, “what can we do to make our services essential to people, regardless of our designation?” Even if a store has to close its doors for 30 or 60 days, what can they do to keep making sales? For a lot of brands, that means pivoting to online sales.

How Franchisors Are Reacting to “Essential Business” Designations

1851 Franchise

Veteran franchise broker Cindy Rayfield says the distinction between essential and non-essential is anything but objective.

how-franchisors-are-reacting-to-essential-business-designations

HomeTeam Inspection Service

Photo of HomeTeam Inspection Service representative giving presentation

Strategic Partnerships Fuel Franchise Growth at HomeTeam Inspection Service

hometeam-inspection-service-franchise-growth-partnerships

Express Employment Professionals

What’s in the 2025 FDD? A Closer Look for Express Employment Professionals Franchise Buyers

whats-in-the-2025-fdd-a-closer-look-for-express-employment-professionals-franchise-buyers

petbar

How-petbar-Makes-Pets-and-Their-Owners-Happy-as-Part-of-the-Family-in-a-Clean-and-Fun-Environment

How petbar Makes Pets and Their Owners Happy as Part of the Family in a Clean and Fun Environment

petbar-franchise-opportunity-boutique-pet-grooming

petbar Franchisees Win the $6.89B Global Market With Complete Transparency, Self-Service and Membership Models, Creating the Happiest Place for Dogs

petbar-franchise-opportunity

Why petbar Wants to Be the “Disney World for Dogs” — and a Dream Business for Franchisees

petbar-franchise-dan-ashley-o-loughlin-qa

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Chick-fil-A Tops Customer Satisfaction Rankings for 11th Year as Challenger Brands Gain Ground

chick-fil-a-tops-customer-satisfaction-rankings-for-11th-year-as-challenger-brands-gain-ground

Technomic Releases Annual Ranking of the Top 15 Fast-Food Chains in the U.S.

technomic-releases-annual-ranking-of-the-top-15-fast-food-chains-in-the-us

Rising Jobless Claims Could Signal Challenges — and Opportunities — for Franchising

rising-jobless-claims-affect-franchising

Hardee’s Lawsuit Highlights the Risk of Going Off-Model in Franchising

hardees-franchise-lawsuit-paradigm-investment-group

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

Top 25 Franchise Marketing Leaders: Carol DeNembo — Chief Marketing Officer, Mountain Mike’s Pizza

top-25-franchise-marketing-leaders-carol-denembo-chief-marketing-officer-mountain-mikes-pizza

Brian Curin - Little Kitchen Academy - Franchise Marketing Leaders - 1851 Franchise

Top 25 Franchise Marketing Leaders: Brian Curin — Chief Executive Officer/Chief Marketing Officer, Little Kitchen Academy

little-kitchen-academy-marketing-leader-brian-curin

The Ultimate Guide To Selling Franchises: How to Leverage Franchise Expos

how-franchisors-can-leverage-franchise-expos-to-drive-success

How Vishal Juneja Turned a Family Tradition Into a Paris Baguette Franchise

How Vishal Juneja Turned a Family Tradition Into a Paris Baguette Franchise Built on Heart and Community

How Franchisors Are Reacting to “Essential Business” Designations

MORE STORIES LIKE THIS