West-Coast Wildfires Cause Strain on Franchises

Wildfires have put parts of the western U.S. in a dismal situation. Denver, Colorado had the worst air quality in the world a few weeks ago, and highways are being closed over large stretches of California.

The strain from wildfires is proving difficult to navigate for franchise brands, which are already contending with a global supply chain shortage and must now try to engage customers who may be unable or unwilling to even leave their homes. 

According to the Denver Post, the city’s skyline was hard to see from just a few miles away this weekend, and people are concerned about inhaling the poor air for extended periods of time. 

With such extreme weather conditions, franchises are yet again placed in a situation where they must adapt to meet customers on their level and continue finding revenue. 

Wildfires are nothing new in the U.S. In 2020, a record-breaking heat wave sparked a handful of West Coast blazes, creating a similar effect to what the western U.S. is currently experiencing. Each new wildfire season, however, brings a new set of challenges. It’s difficult to predict when and where a fire will start, how far it will spread, how long it will take to contain and what franchises will be directly impacted.

A series of closed highways makes it even more difficult for some franchisees to continue standard service. Currently, seven major highways in California are closed due to wildfires. Portions of Interstate 70 in western Colorado could be closed for weeks due to a mudslide. These closures are forcing supply chains to navigate into foreign territory, which presents its own set of risks and challenges for companies who rely on regular, consistent delivery.

The same franchises that saw success from making long-term pandemic adjustments may find short-term success as more people stay home because of extreme weather conditions. Delivery services, enhanced drive-thru services or anything to prevent people from breathing in poor air quality is suddenly in high demand.

As the summer months give way to a cooler winter season, West Coast wildfires will hopefully subside. Business strategy will return to normal, at least, but a seasonal inconvenience is enough to keep franchises on their toes and prepare for future unprecedented events.