Should Franchise Brands Get Political?

The topic of whether franchise brands should get involved in politics is a complex and controversial issue. On one hand, some argue that businesses have a responsibility to take a stance on important issues affecting society. On the other hand, others argue that brands should remain neutral to avoid alienating customers with different political beliefs.

While there is no one-size-fits-all answer to this question, there are some considerations that franchisors should take into account before making a decision.

Firstly, it is important to consider the potential impact on the brand’s image and reputation. 

Taking a political stance can be a risky move, as it may attract controversy and backlash from some customers or stakeholders. For example, a brand that supports a political candidate or policy that is widely opposed by a significant portion of the population may see a decline in sales or negative media coverage.

There have been several instances where franchise brands have faced political backlash due to their actions or statements. 

Chick-fil-A, for example, notoriously faced controversy after its CEO made public comments opposing same-sex marriage. This led to boycotts and protests against the brand, and several local governments even attempted to block new Chick-fil-A locations from opening. Papa John's founder and former CEO faced backlash after he criticized the NFL's handling of national anthem protests, stating that it hurt his company's sales. This led to calls for a boycott of Papa John's and the company was dropped as the official pizza sponsor of the NFL.

But, increasingly, consumers are demanding more from the businesses they support when it comes to taking a stance on political issues. Doing so can potentially enhance a brand’s reputation and attract customers who share those values. For example, a brand that publicly supports environmental sustainability may attract customers who prioritize eco-friendliness in their purchasing decisions.

Ben & Jerry's has a history of taking a stance on social and political issues, such as supporting marriage equality and Black Lives Matter. This has helped to create a loyal customer base that shares those values, and the brand has been recognized for its social responsibility efforts. Of course, there is likely a strong contingency of potential customers who disagree with the brand’s politics and avoid supporting it in any way.

Another consideration is the potential impact on franchisees. Franchisees may have their own political beliefs and may not necessarily agree with the franchisor’s stance. It is important for franchisors to communicate clearly with franchisees and provide support to help them navigate any potential conflict that may arise as a result of the franchisor’s political involvement.

Franchisees may also have concerns about the potential impact on their business. If customers associate the franchise with a particular political stance, it could impact their willingness to do business with that franchise. Franchisors should carefully consider the potential impact on franchisees’ sales and take steps to mitigate any negative effects.

Ultimately, the decision to get involved in politics should be based on careful consideration of the potential risks and benefits. If a franchisor does decide to take a political stance, it is important to communicate clearly with franchisees, customers and other stakeholders, and to provide support to help franchisees navigate any potential challenges that may arise.