1851

You see that shiny thing over there? Yeah, that&#8217;s a multi-unit franchisee. And every brand is craving one right now. Unfortunately, very few will be able to capture one. Why? Because they&#8217;re not biting at brands&#8217; bait. The multi-unit franchisee is fascinating. He or she is someone who has money, a strong understanding of scale, and, if utilized correctly in your branding strategy, can have a lasting effect on the recruitment of others. But snagging one is tough because to them, your business is the unknown. Even if you appear shiny, too, they&#8217;re too smart to be drawn in that way. They know that with their current portfolio, if they spend X to get a store open, they will make Y. They have data from their previous 10 store openings to dictate approximately how much they will make. Even if you present a more attractive offering on paper, you are still the unknown. Think about yourself. You are afraid of change (if you are being honest), because change is unknown. You won&#8217;t take another job, open another brand, or even move houses, because you don&#8217;t like change. Neither does the multi-unit operator who is invested in other brands. They don&#8217;t want change &#8211; not unless your shiny presentation truly sticks out. So, how do you stick out, you ask? Through the right marketing materials and a creative approach. Many of the brands I have worked with have asked about sending out a direct mail piece to a list purchased through some franchise data solution. In traditional marketing, this makes sense. There is a list of multi-unit operators who you can get your brand in front of. However, they already know who you are. They have seen you at conferences. They have researched you. They have you on a list, too. The point is, they know you, and they are not interested in your postcard labeling you the greatest thing in the category. That&#8217;s a worm on a hook &#8211; they want a lobster dinner. So how do you get the lobster on the hook? With creativity and noise. Ever see those surveys that come through the mail with a $5 bill attached? That won&#8217;t do much for the multi-unit crowd, but what if you stapled a $100 bill to a hand-written note that says you are giving them that money in hopes they will call you for 30 minutes to hear you out. This way, you will have data (even though every person is different) on how you can market to more of them. If the average franchise sale costs between $8,000 and $12,000, what if you sent potential multi-unit franchisees a Kindle with your presentation on it? The cost would be $100 and you could send these out to 80 highly targeted individuals. I know if I got a free Kindle in the mail, I would at least think about your opportunity. But let&#8217;s get back to my initial message. Multi-unit operators are afraid of change, just like you and I. It will take a sweetheart deal to get one of these signature celebrities to spend the money and join your brand. Plus, there are 1,000 other brands targeting the same multi-unit operator as you. You still have a lot of clutter to get through. So, when chasing these guys, do you have a shot? Yes, a very small one. If I were you, I&#8217;d put my line in the pond with more fish biting, over qualify, and identify the next multi-unit operator &#8211; or coach new franchisees down the right path. When everyone tries to win the mega lottery, only one walks away the winner. I would rather do scratch-offs and walk away with a free ticket. That at least gives me the chance to turn that free ticket into the next multi-unit operator.

1851 Franchise

Bigger franchise fish require the right bait.

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

How to Hook Multi-Unit Franchisees  

how-to-hook-multi-unit-franchisees

Mellow Mushroom

How Mellow Mushroom’s Model Made it the Perfect Addition to Brad Harper’s Restaurant Portfolio

How Mellow Mushroom’s Flexible Model Made it the Perfect Addition to Brad Harper’s Growing Restaurant Portfolio

mellow-mushroom-brad-harper-restaurant-growth

Dillas Quesadillas

Dillas Quesadillas Franchise Costs, Fees, Profit and Data for 2025

dillas-quesadillas-franchise-costs-fees-profit-and-data-for-2025

Paris Baguette

image of paris baguette Love Baked In Culture & Community Impact No Kid Hungry and City Harvest

How Paris Baguette’s ‘Love Baked In’ Culture Nourishes Communities

culture-love-baked-in-community

Mellow Mushroom CEO Richard Brasch Reveals How the Iconic Pizza Brand Is Evolving Without Losing Its Soul

mellow-mushroom-ceo-richard-brasch-reveals-how-the-iconic-pizza-brand-is-evolving-without-losing-its-soul

Children's Lighthouse

Why Family-Owned Children’s Lighthouse Gives Franchisees a Long-Term Advantage

why-family-owned-childrens-lighthouse-franchise-advantage

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

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

Pieology Pizza Enters Chapter 11 Following Costly Bid To Save Struggling Stores

pieology-pizza-files-chapter-11-bankruptcy

CNBC: McDonald’s Will Assess if Franchisees Are Offering Value for Customers Under New Standards

mcdonalds-franchise-standards-value-metric

How AI Is Transforming Restaurant Operations and Franchises

ai-impact-restaurants-franchises-human-centric-technology

Round Table Pizza Franchisees Take FAT Brands to Court Over Marketing Fund Mismanagement

round-table-pizza-franchisees-take-fat-brands-to-court-over-marketing-fund-mismanagement

FAT Brands Nears Bankruptcy as Creditors Demand Repayment of $1.3 Billion Debt

fat-brands-nears-bankruptcy-as-creditors-demand-repayment-of-13-billion-debt

Photo of group of dogs standing together in day care facility

Top Pet Boarding and Day Care Franchise Opportunities for 2025

top-pet-boarding-daycare-franchises

Do You Qualify? A Look at the Chick-fil-A Franchise Requirements

do-you-qualify-a-look-at-the-chick-fil-a-franchise-requirements

The Top 15 Pet Wellness and Vet Care Franchises for 2025

top-pet-wellness-franchise-opportunities

The Top 15 Pet Supplies and Retail Franchises for 2025

the-top-15-pet-supplies-and-retail-franchises

A Practical Playbook: Who To Call First When Franchising Your Business

franchising-your-business-who-to-call-first

image of jerome hanway from right at home Las Cruces, New Mexico 1851 franchise franchisee spotlight

Jerome Hanway Is Building His Right at Home Franchise Around His Mission To Serve

right-at-home-franchise-las-cruces-jerome-hanway

AI-related job cuts, October U.S. job cuts, American job cut record

AI-Fueled Layoffs Reshape the U.S. Job Market — And Highlight Franchising’s Resilience

ai-job-cuts-franchising-path-forward

How to Hook Multi-Unit Franchisees

MORE STORIES LIKE THIS