Profiles in Franchise Development: Debi Lane of LunchboxWax
Profiles in Franchise Development: Debi Lane of LunchboxWax

The body-waxing franchise’s founder and CEO on what she loves about franchising.

Each year, the body-waxing segment claims an increasingly larger chunk of the $445 billion beauty industry, and for the past five years, LunchboxWax has been offering a doorway into that lucrative segment for franchisees.

With more than 35 locations in markets all across the U.S., LunchboxWax boasts an unusually large footprint for a young emerging franchise, and the brand is making a concerted push to build on its momentum, offering a number of financing options for new franchisees.

As the brand continues to grow, we talked to LunchboxWax’s founder and CEO, Debi Lane, to learn why franchising has been such a good fit for her business and what she would change about the industry if she could.

When did LunchboxWax decide to franchise?

LunchboxWax was founded in 2011 and became a franchisor in 2013. The motivation was really twofold: to empower more people to feel beautiful in their bodies while also providing opportunities for business ownership.

What do you love about franchising?

The people! We’re a culture-first company, which isn’t necessarily the industry norm. We’re intentional in all we do, and we are passionate about sharing this smart, fun and cheeky brand with the world. I love seeing franchisees take the leap and enjoy the rewards — financial and professional — of owning their own business, including the freedom and self-motivation that flows from that.

Is there anything you wish you could change about the industry?

For us, our employees form the heart of our business. There weren’t a lot of business models to follow when it came to building a franchise system that was purpose-driven, not bottom-line driven. We knew that if we executed our model, the bottom line would take care of itself. I am excited and very proud to say that we have achieved this, and we hope that our business model is one that future entrepreneurs who want to start a franchise can follow. I definitely think the business world would benefit from more kindness and more trust. Too often, relationships are transactional rather than relational, including when it comes to supporting employees and franchisees. We support our franchisees every step of the way and are currently developing new technologies to give them even more access to proven tools for success through online training and support.

What’s the biggest change you’ve noticed in franchising since you started?

One of the biggest changes I have seen is the type of franchises that are popping up. Namely, more lifestyle and consumer-driven brands. Entrepreneurs are seeing the need to really connect and understand consumers, and they are building brands around more relatable services and products. It’s very exciting! I think increasingly, people realize that the economy has fundamentally changed. If you want to succeed, you may need to create your own job or business. Especially for people who, like me, did not pursue a more traditional educational path, like a four-year degree, it’s important to be able to create the kind of work that reflects your self-worth.

What makes a great franchisee?

Again, it all comes down to people for me. Our most successful franchisees are self-motivated and passionate people who are committed to an excellent experience for guests and employees. A great franchisee is excited about being in a community of like-minded people where they can have independence without having to start a business from the ground up. They understand that being a part of a franchise system means independence, but also contributing to the greater whole.

What’s the number-one thing that sells franchises?

I believe people are initially drawn to our cheeky brand. It was designed to get attention, and the brand is doing its job in that respect. Once we have their attention and they start to understand our culture, that is when the magic happens. People see something big is happening here, and want to be a part of that. But it’s important to know that we mean business. We offer a compelling value proposition within our industry and the ability to achieve financial freedom in as little as 90 days with a turnkey opening model. We are poised to open a new salon each week in 2019, and we are continually improving our pricing and distribution to benefit our franchisees.

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