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In an interview with 1851 Franchise at this year’s International Franchise Expo in New York City, Mo Pandoria offered insight on the importance of brand differentiation and putting customer experience first.
When Idolize Brows & Beauty made its franchising debut at the International Franchise Expo in New York City this summer, it set out on a mission to separate itself from the competition. That’s because the brand is more than your average spa concept—with a niche focus on threading and other brow and lash services, Idolize is tailoring its brand to repeat customers who are looking for high quality experiences at an affordable price. And since first introducing its one of a kind concept to the industry in June, it’s clear that the brand’s business model is already catching on.
Idolize is backed by strong brand recognition across the Southeast—the brand boasts six corporately owned locations in Charlotte and Raleigh, North Carolina as well as Richmond, Virginia. But according to founder and CEO Mo Pandoria, that heightened brand awareness isn’t the only thing that has the potential to fuel the brand’s expansion initiatives. In an interview with 1851 Franchise at IFE, he says what makes Idolize so special is its ability to resonate with consumers.
“Since we were established in 2009, our business is constantly thriving and improving. It’s because of the demand and the threading service we offer,” said Pandoria. “Our service is actually about repeat customer service, which to us means giving an exceptional service that brings clients back over and over again. Our clients come back every two to six weeks, and that helps grow our business.”
That attention to creating a positive experience with consumers is leading to repeat customers, which is in turn helping Idolize attract prospective franchisees. And even though there aren’t strict limitations surrounding Idolize’s ideal franchisee, Pandoria says that the local owners who enter Idolize’s system need to be eager to leverage that competitive advantage.
“I think our ideal candidate hasn’t really been picked out yet. But what we’ve been looking for are professionals that have retail experience, understand providing excellent customer service and have a passion for fashion or beauty. If you have people skills, then that’s what we’re looking at,” Pandoria said.
Even though Idolize is just beginning to expand through the franchising business model, it’s concept is already starting to take off. After drumming up initial buzz at IFE, the brand is building on momentum with plans to expand across the East Coast before eventually opening up locations moving West. And that growth is already taking place—Idolize has its first franchisee committed to launching a new location in Raleigh, NC. Plus, with an affordable initial investment that ranges from $95,100 to $227,100, Idolize is anticipating rapid expansion in the months and years ahead.
“We are an emerging brand that started this year. We’re in the Southeast, so we’re hoping to rapidly grow out of the Southeast into the East Coast,” said Pandoria.
To watch the full interview, please click here or check out the video above.
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About the Author
Cassie has over five years of digital and traditional media experience. She joined NLA after working as a television news producer in both Milwaukee and Chicago, and now specializes in aligning strategies across the board for her clients, ultimately building buzz and telling compelling stories through content marketing, social media, digital campaigns and traditional PR.
Cassie has a Bachelor of Arts in Broadcast and Electronic Communications from Marquette University. In her spare time, Cassie enjoys traveling and exploring what new cities have to offer in addition to spending time with her friends and family.
