How SMB Franchise Advisors Made Franchise Dreams a Reality for Mr. Macs

When Patrick Cain and Valerie Anderson founded Mr. Mac’s five years ago, they knew the concept was going to be big—so big, in fact, that it couldn’t be contained to one location for too long.

They built the brand with three things in mind--developing the right branding, effective marketing and a quality product, customers would rave about. Based in New Hampshire, where independent, small business owners are particularly admired, people flocked to the restaurant almost immediately. They came for the gourmet mac and cheese, but stayed for the friendly environment and impeccable service.

Fast-forward five years, to a point where the co-founders believed the brand was established enough to expand. But the challenge was where to begin. How would they keep the local, independent feel? As the business grew, could they maintain the quality and integrity of both the food and the restaurant's commitment to its community?

Cain had met Steve Beagelman, the president and CEO of SMB Franchise Advisors, a couple years ago while attending the International Restaurant & Foodservice Show in New York, an annual trade show. Upon meeting Beagelman the two discussed growth plans and Cain was invited to attend SMB client events to learn more about franchising. He ended up accepting one of those invitations and had the opportunity to speak with some of the firm’s existing clients; he knew he’d found the resources Mr. Mac’s needed to take the brand to next level.

In October 2015, Mr. Mac’s engaged with SMB under a full-service launch into franchising. Director of Marketing & Brand Development for SMB Dawn Abbamondi explained that the scope of work with Mr. Mac’s has included everything from competitive research and analysis to the creation of business terms and its Franchise Disclosure Document (FDD).

“We consider ourselves very fortunate to have been connected with Patrick and Valerie,” Abbamondi said. “They have built an incredible foundation for their franchise and have kept such impeccable records that launching them into franchising has been a truly collaborative effort and smooth transition. The assets they had going into this process are rare to find in a young brand. Knowing this, we have a high level of confidence in them as they plan to bring Mr. Mac’s franchise owners into their system.”

SMB is also in the process of developing the franchise operations manual, and they led the charge on content creation for the brand’s new franchising website that will launch in the next few months.

“Our focus for the website has been to help them attract franchise candidates who are financially and operationally qualified; people who will also uphold and expand their culture, which is such an integral part of this brand,” Abbamondi said. “The website, as with most franchises today, will be one of their greatest recruitment tools, so we knew it would be extremely important to get it right.”

As spelled out in the brand’s vision and mission statements, Mr. Mac’s envisions an ownership opportunity for franchisees that will be a way of life for owners. The brand also hopes that that passion will trickle down to every single employee and customer, sharing happiness, satisfaction and good memories with every skillet of gourmet macaroni and cheese served, while making the communities in which they serve a better place.

“Beyond having a great product and showing growth potential, it’s really important for us as a team to believe in a brand before launching it into franchising,” Abbamondi said. “The saying ‘it’s not personal, it’s business’ doesn’t apply to Mr. Mac’s. With them, if it isn’t personal, it’s not business. And that’s what we love about them. Their passion for what they do is contagious.”

In assisting the Mr. Mac’s team with determining ideal territories and appropriate size, population and geographic requirements, the SMB team found that mac and cheese is potentially one of the most universally-loved products in the restaurant industry.

“Who doesn’t love mac and cheese?” Abbamondi said. “They are able to satisfy a really broad clientele with a high caliber product that’s still affordable. They also make everything from scratch, to order, with vegetarian and gluten free options available. There’s something for everyone on the menu.”

Having just launched the franchising element to their business in January 2016, Mr. Mac’s is already closing in on it’s inaugural deal with a franchisee planning to open three locations. Development of these franchise locations by a long-time loyal customer will be focused in southern New Hampshire and northern Massachusetts.

“They have an incredible built-in network of potential franchisees in their extremely satisfied customers from the past several years,” Beagelman said.

With a successful launch under their belts, SMB and Mr. Mac’s will continue working closely together to complete other longer-term tasks, such as the detailing of the brand’s five-year business plan, which includes development goals.

“We’ve agreed to go slow and steady at the onset. They’re not looking to sign 100 deals in their first year; they’d rather be very thoughtful in the franchisees they’re adding to the family, which is another thing we love about the team behind the brand. They’ll aim to sign agreements for between five and ten units this year,” Beagelman said.

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