This October, burger franchise The Counter?, which has carved out a growing niche in its segment by offering high-quality and fully customizable hamburgers, launched a brand new franchise development website. The new site is a comprehensive introduction to the brand’s franchise opportunity, offering all the information an interested entrepreneur needs to start their journey with The Counter.
According to John Wuycheck, Senior Vice President of Franchise Development with The Counter, the franchise’s new development site was designed to accommodate and encourage growing interest in the brand, which is nearing 40 locations in markets across the country.
“We are excited about the huge potential for growth with The Counter, and we realized that the first thing we need to do is better explain to prospective franchisees just how great the opportunity is,” Wuycheck said.
The new website is part of a push to bring The Counter’s unique franchise opportunity to more franchisees in more markets. Leading that effort is Nicole Rayborn, VP of Development with The Counter. Rayborn’s strategy is multi-faceted, but the new development site is its centerpiece.
“We are approaching this project from a number of angles,” Rayborn said. “We’re using portals, pay-per-click, and other tools, and they all drive to the site.”
While the new site will encourage inquiries, Rayborn says its primary function is to educate.
“The new site is filled with so much information to educate prospects on the opportunity,” she said. “Compared to our old site, which was really just a page within our consumer site, the new one has more pages with more information pertaining to any questions a prospective franchisee might have about the brand. It’s a great way for candidates to start doing their due diligence.”
Education, Rayborn says, is at the heart of The Counter’s expansion strategy.
“We’ve put a lot of work into making The Counter a uniquely lucrative opportunity for franchisees,” she said. “The key now is making sure people understand just how valuable the opportunity is. We’re in a period of significant growth, and the new development site is a great tool to educate prospects as we continue on that path.”
The new site is “all about telling our story,” said Wuycheck. “We want to help prospective franchisees know who we are so they can tell if our brand really is for them.”
Wuycheck expects to see a spike in inquiries now that the new development site is up and running, and he says his team is excited to field requests for more information.
“The Counter offers an incredible burger experience that really stands apart from the competition. The better we are able to show that off to people, the more requests we’re going to get for more information, and that’s where things really take off,” he said. “Once a prospective franchisee starts digging into the details of this operation, they start to see how different it is, both from a consumer perspective and franchisee perspective, and they begin to realize just how exciting this opportunity is.”
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