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Women Leaders in Franchising: Terri Snyder of Checkers & Rally's
Chief Marketing Officer & Senior Vice President for Checkers & Rally’s Terri Snyder shares the milestones achieved during her many years in the franchise industry
When Chief Marketing Officer & Senior Vice President for Checkers* & Rally’s Terri Snyder encountered a Wendy’s franchisee while working at a small advertising agency in Kansas after college, she never guessed that 30 years later she would be working for one of his biggest competitors. However, it was this introduction to the franchise industry that propelled her into a lifelong career fully immersed in it. From pizza to hot dogs, Snyder shares the ingredients that when combined in just the right way, created the journey to the point she has reached now. For Snyder, franchising is not just an industry -- it is a way of life.
How did you get your start in franchising?
My first job out of college was with a small advertising agency in Salina, Kansas. I began working with a Wendy’s franchisee who had restaurants in Kansas and Iowa, for which we supported local advertising efforts.
That was my first exposure to the franchise industry, and the benefits of being consumer-centric. This individual understood that his customer satisfaction was never going to be better than his employee satisfaction, and that the two went hand-in-hand. It was a great time to be involved with the brand and to get my start in the industry itself.
Who was your mentor in business?
My next job was with AIFAM Enterprises, which was Godfather’s Pizza’s largest franchisee. I worked there for almost three years as their marketing director. Through this, Herman Cain, the CEO and president of Godfather’s Pizza, became a mentor and role model for me. He really had an amazing handle over understanding and motivating franchisees. He understood that it is a rational and an emotional relationship; rational because it is the way that money is made and the brand is built, but emotional in that your ability to influence, motivate, and excite franchisees is what allows the brand to succeed as a whole.
I think I got very lucky in that virtually every company I worked for had an abundance of role models who set the example for me that franchisees are the central part of this business.
How would you describe your leadership style?
I am proactive. I have a combined understanding of operations, marketing, and finance, and the comprehension of how to balance each and allow them to work together. I also listen. I learn from everyone around me, and use every interaction to do so. I am always open to feedback through this. At the end of the day, I am responsible for the results and I understand how important every interaction and every piece of feedback is.
What advice would you give to other women that are considering a career path in franchising?
I would tell them that franchisees make the best brand builders. For them, this is not just a career: it is their life. And, therefore, the long-term results overshadow the short-term ones -- which is perhaps different than other industries.
I would tell them that I love franchising because of the relationships you build. I know every franchisee in our system personally -- their families, their dreams, and what they have achieved. You see individuals grow as business owners and as human beings, and this comes with a joy that you may never experience in other industries. In a standard company setting, you grow your career. In franchising, you grow your life.
What would you like to achieve in the next 5 years?
We serve the fast foodie: I want Checkers & Rally’s to be the #1 choice for the fast foodie.
*This brand is a paid partner of 1851 Franchise. For more information on paid partnerships please click here.
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