Why Multiple Units Make Sense for Franchisees

Does the old saying “go big or go home” apply to franchises? Opening a single unit is a big endeavor in itself, and sprouting up location after location may seem like a giant leap into the great unknown. But when it comes to Buffalo Wings & Rings, opening multiple units makes more sense and more money for franchisees.

The sports restaurant chain is undoubtedly going big. Recently announcing major expansion plans, BW&R is prepping for a full-fledged wing takeover. According to Nader Masadeh, Buffalo Wings & Rings president and CEO, more and more single-unit franchisees are realizing the benefits of opening multiple units, and they’re hungry for success.

“It becomes easier [to run a restaurant] as you grow,” Masadeh said. “You have the flexibility of interchanging employees. You can leverage some services you might be localizing, like payroll and accounting. You’re running a company at that point, not just a restaurant.”

Michael Weyer, who waited about two years to open his second BW&R location, has seen many benefits from running multiple units.

“There are many advantages to operating multiple locations,” he said. “The primary advantage is now you have another store to compare results against. Having the ability to compare sales, labor costs, COGS and expenses is priceless.”

With resources like a site selection database and a customized training model for multi-unit franchisees, many BW&R operators are looking to acquire multiple links of the chain. According to Buffalo Wings & Rings Chief Development Officer Philip Schram, the level of success that a single-unit BW&R franchisee can enjoy is equal to that of multiple units of a smaller footprint franchise.

“In general, casual dining provides a higher return than smaller units like sandwich shops or similar places,” Schram said. “Also, casual dining establishments are typically three or four times the size of a burger restaurant.”

Running multiple units is a time- and cost-effective choice for both the franchise and franchisee, as well. A seasoned franchisee has already established a rapport with the franchise’s modus operandi and has cultivated a network of local resources. According to Masadeh, once a franchisee has fine-tuned the day-to-day operations of the initial unit, he or she can apply that structure throughout the chain.

“If you have the right control in place, you become more of a leader as opposed to a manager. You lead the management staff and disseminate your vision,” he said. “Funding also becomes easier when you have an established business with proven success.”

Arming franchisees with a toolbox for success, Buffalo Wings & Rings has made franchise expansion more feasible—and lucrative—than ever.