How to Build a Brand That Operates Like a Well-Oiled Machine

In order to maintain a successful franchise brand, whether newly franchised or a legacy concept, strong operations are of the utmost importance. The fine-tuned model and support system that allows each and every franchisee to find success day after day is what propels the brand forward. But what exactly goes into seamless operations? Famous Dave’s COO Geovannie Concepcion has the answers.

“Strong operations entail a maniacal focus on people, systems and processes,” said Concepcion. “It is how well these elements work seamlessly together to deliver the end product and an engaging guest experience that determines the strength of our operations.”

When it comes to operations, it is not a set it and forget it type of a model. As the trends of the consumer and the business world constantly evolve, the operations of a successful business need to constantly be fine-tuned to meet these developments. If consumer trends are shifting to be more health-centric, it may mean adding new menu items to fulfill these preferences. If operations are lagging because of outdated technology, corporate may be forced to implement new devices in each of the locations and make sure franchisees are trained on how to operate the new technology.

“Whether you are implementing a new menu or labor management system, the training needs to ensure that you get the process into a form that is repeatable and executable for a system-wide rollout,” said Concepcion. “Operators in the field have to ensure that you can continue to execute at a high level once you go live and continuously set the bar higher as you develop proficiencies in various areas.”

Introducing new systems can be an even bigger step for brands like Famous Dave’s that have been around for decades. But, it can also be even more important. Age-old operations and franchisees that refuse to adhere to new updates with the system can result in an outdated feel at the franchise.

“It’s important to kill the sacred cows and make sure the culture of the organization is entrepreneurial,” said Concepcion. “This is an ongoing process and it’s up to leadership to ensure it stays that way.”

Because leadership is putting these new processes and initiatives in place, it is also extremely important that they are communicating everything to the franchisee. Without ongoing communication, the operations will fail.

“Engagement from the franchisee requires constant communication from the home office to the franchisees,” said Concepcion. “Maybe implement a weekly newsletter, an online portal or webinars for key initiatives. Operational guidelines should be upheld by the franchise business consultants who work with the franchisees in the field. They should perform reviews of the operations in the field to both ensure compliance and help franchisees with problem areas.”

While corporate holds a large portion of the responsibility to roll out new initiatives and make sure operations are smooth, the franchisee still plays a part in the overall scene. With an open conversation to the franchisees about how things are going at their locations, they have the opportunity to speak up on what they would like to see change and what is working well and should stay the same.

“At Famous Dave’s specifically, one of our large franchise operators provided feedback to the corporate systems on best practices for catering,” said Concepcion. “This involved everything from marketing, software solutions to in-store operations. These best practices are now available for system-wide support. As a franchise system, one of the major benefits is leveraging innovation on the operations front from all of our partners.”

Among all, it’s important to know that fine-tuning operations never really ends. As trends change and advancements in the field are made, it’s up to both corporate leadership and the strong team of franchisees behind the brand to make sure that things are never remaining stagnant.

“Operations is where the rubber meets the road in the franchise business,” said Concepcion. “You can have the greatest plans in the world, but when strong operations are absent, it will fail. They are absolutely critical to the success of the business.”