The Future of Franchising: Brands Built for Social Distancing in a Post-COVID-19 World

The COVID-19 pandemic has forced businesses across several industries to either shift operations or cease operating altogether. Depending on the services they offer, some franchise brands have managed to thrive, while others have struggled. 

Many brands, though, had certain processes in place prior to the COVID-19 outbreak that have helped them stay afloat and even thrive during this time of social distancing. This resiliency hints at continued success in a post-COVID-19 world, where social distancing measures will likely continue to exist to some degree. 

One such brand is residential and commercial painting franchise CertaPro Painters. As an essential service with a business model that does not require storefronts or inventory, CertaPro Painters is especially well-positioned to continue serving customers in a post-COVID-19 world. Vice President of Franchise Development Jeff Bien noted that while business has slowed down during COVID-19, the brand continues to garner interest from both customers and prospective franchisees. 

“We do not have retail storefronts and do not keep products on shelves,” Bien said. “This allows us to be tenacious in times of economic uncertainty and offer a business model that will be able to pull through to the other side. As a well-established brand, we also have the power of word-of-mouth recommendations — we are the most referred painting company in North America.” 

In order to help franchisees remain lucrative during COVID-19, the brand’s leadership team has trained them on how to do virtual estimating. CertaPro Painters provided franchisees with two weeks of training and supplemental videos for further coaching. To date, most of the franchise system is up to speed on how to offer virtual estimates, and about 3,500 deals have been completed thanks to virtual estimating. This ability to provide virtual estimating will likely serve the brand well in a post-COVID-19 world. 

“This is our prime painting season, and while each market is a bit different, we are definitely seeing the impact of COVID-19, which is why we continue to look at how we can adapt our business,” Bien said. “Fortunately, our franchisees have responded very well to the challenging situation and have continued to book jobs through remote estimating. We’re also coaching franchisees on how to conserve cash and guiding them through the process of offering flexible payment options and free financing.” 

For fast-casual franchise Wing Zone, it’s “all systems go.” Unlike many restaurant brands, Wing Zone was initially built for delivery, which meant it did not have to scramble to adjust to rising customer demand. In the midst of the COVID-19 crisis, the brand has capitalized on its existing, ongoing innovation to continue providing customers with their wings. 

“We’ve been in business for 25 years, and we’ve been delivering food for 25 years,” Founder and CEO Matt Friedman said. “Domestically, our model is primarily focused on takeout and delivery already, which means our business is actually thriving right now, with revenue up compared to this same time last year. This is remarkable considering that March Madness has been canceled, dine-in has become unavailable and college markets are desolate due to campus closures.”

That said, Wing Zone is putting money into digital marketing campaigns to spread the word to customers in the communities the brand serves about free delivery and curbside pickup options. 

“To further support our franchise community, we are sending new promotion banners to put up outside each restaurant, as well as refreshed uniforms and hot bags to show our customers and franchisees that our delivery and pickup service is operating at 100%,” Friedman said. “We’ve taken much of our marketing spend for franchise development and redirected it towards supporting established franchisees so they can really connect with their local communities during this time.”

By being flexible in their product offerings, franchise brands such as CertaPro Painters and Wing Zone have proved their viability before and during COVID-19. With continued flexibility and innovation, these two brands are poised to continue serving customers in a post-COVID-19 world and be prepared to follow any continued social distancing regulations.