How Can I Create Scalable Franchise Communication?

As a franchise brand adds locations, the way information is shared has to change with it. Conversations that are easy to manage with a small group of franchisees become much harder to keep consistent across a larger system.

Without clear communication systems, important updates can become inconsistent, rumors can spread and franchisees may feel left out of the conversation. Many emerging franchisors don't realize they have a communication problem until they begin expanding beyond their original group of franchisees.

"I think that's the first time you realize, 'Oh shoot, we have to put some structures and some systems and processes in place,'" said Erica Tarnowski, director of franchise development at Aroma Joe's. "We have to communicate to these people all at the same time because if I say it to somebody, and then that person tells somebody else, by the time it gets to the rest of the system, it's already a different version."

In the early stages, founders often speak directly with franchisees, sharing ideas through conversations, meetings or phone calls. Every new stage of growth brings new challenges, making it important for franchisors to regularly evaluate how information is being shared.

"You get past that phase of people who know the founders and people who are close to that central hub," Tarnowski said. "That's when you realize this isn't just a friends-and-family thing anymore. Anybody who thinks they've got it down, it will change. As you reach different levels, you realize you need to adjust again."

Communicate When Franchisees Have Enough Context

Tarnowski said transparency matters, but not every internal conversation needs to be shared across the entire system right away. When Aroma Joe’s began testing dirty sodas, for example, leadership first tried the product in a handful of locations to gather data and sort through operational questions.

“There's a lot of information and a lot of questions that need to be answered before we're going to now communicate this,” she said. “But when we get that message from these two decision makers, and we now have to put together our messaging to the broader system to say ‘Here's what's happening based on the results and how we're going to test this,’ and so on and so forth. If this test is a success, then we will roll it out.” 

Sharing information too early can sometimes create more confusion than clarity, especially if priorities change or projects are delayed.

"There's no reason to panic everybody," she said. “Most people go to worst-case scenario instead of best case, and then you're trying to control chaos.”

Instead, she recommends planning both the timing and the message before making major announcements. Franchisors should expect the questions franchisees are likely to ask and be prepared to answer them. 

"We hold quarterly franchisee calls with our whole system," Tarnowski said. "We open it up and say, 'What do you want to know? What's the rumor mill saying?'"

Build Systems That Can Grow With the Brand

One of the biggest changes founders experience as their franchise grows is realizing they're no longer simply operating locations. That shift requires thinking beyond today's needs and building systems that will still work years from now. Communication processes, document organization and standardized workflows may seem minor early on, but they become much more important as additional franchisees, employees and departments are added.

"The earlier you put those systems in place and build the foundational elements, the easier it's going to be to scale," Tarnowski said. “If you can build that foundation early, it will be easier to scale because you'll have that sturdy foundation.”

There will always be adjustments along the way, but brands that establish strong communication habits early are better prepared for future growth.

Three Things to Remember

• Build communication systems early. Don't wait until growth exposes communication gaps before creating consistent processes.
• Share updates when franchisees have enough context. Well-timed communication builds trust and reduces unnecessary speculation.
• Create communication systems that scale. Build repeatable processes and clear workflows before rapid growth makes them harder to implement.

Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.