FranX | Celebrities Versus Franlebrities

We admire celebrities. They are larger than life. But within franchising, perhaps the true franlebrities are the people who come from little and build up incredible, scaling portfolios with grit and hustle.

By Nick Powills1851 Franchise Publisher

Updated 4:16PM • 03/04/22

The Next McDonalds (Big Idea)

The Franchise Candidate Experience: Start with Why!

Every franchisee candidate is on a journey.

They’re looking for transformation and change and, as franchisors, it’s our job to understand their "Why".

They experience a pain point, click on a link, contact a broker, research business opportunities, speak to franchisees, fill out contact forms, read news articles, attend trade shows, review FDD’s, attend discovery days, and, for a select few, sign a franchise agreement.

They’re all motivated by something. A compelling why, that’s propelling them to take action.

How you react and respond to their why is what closes deals. Your franchise development process, franchise sales website, brand story, and candidate journey must continuously and compellingly remind your franchisee candidates about their why – why they contacted you in the first place and why your brand is the solution to the problem they’re looking to solve!

Franchisees Kicking Ass: The Franchisee is King

The Great Franchisee: Michelle Duncan-Wilson, BIGGBY® COFFEE, Ohio

The former coffee shop manager made the leap to coffee shop owner with the fast-growing franchise last year.

Michelle Duncan-Wilson, one of the newest owners with fast-growing coffee shop franchise BIGGBY*® COFFEE, was no stranger to the business before she signed on as a franchisee. Duncan-Wilson got her first job as a barista at the age of 16 and went on to manage several coffee shops over the next decade before taking some time off to raise her children.

When Duncan-Wilson decided to get back to work, she wanted to take her career to the next level. With BIGGBY® COFFEE, she says she found an opportunity for ownership with a brand that supports its franchisees and cares about its people.

Yo Broker, Sell My Franchise

How Emerging Skincare Franchise Heyday Became a Five-Year Franchisor in Year 1

In just 12 months, the brand has signed more than 100 franchise agreements for new locations across the country — and it’s just getting started.

Heyday, the franchise brand that’s redefining skincare and its place in our wellness routines just celebrated its first franchise anniversary. But it has much more than an anniversary to celebrate. In just its first 12 months of offering franchise opportunities, the brand has already hit goals that are on par with those of a five-year franchisor, having signed 115 franchise agreements for new locations across the country with countless more on the way in 2022.

“We aren't hoping for growth,” said Rachel Lubin, vice president of finance and strategy at Heyday. “We’re trying to be that more adult company right now. Rather than grow into being a five-year franchise partner over the course of the next five years, we feel we have to be that now so we can be ready for franchise partners in a real and sophisticated way.”

And it’s not just about the 100-plus franchise agreements signed; there’s more to being a five-year franchisor than volume. Some of the other processes and systems Heyday has developed in the last 12 months that are traditional hallmarks of a five-year franchisor include a fully mapped-out franchisee onboarding and evaluation process, formal training events to support franchisees’ pre-opening initiatives, and a comprehensive unit economic model playbook that allows franchise partners to realize profitability within the first year of operations. Throw in a white-glove real estate, architectural design, and construction project management team that runs the real estate and construction process for franchise partners, and it’s clear that Heyday is far ahead of its time, despite being in the franchise game for just one year.

In just 12 months, the brand has signed more than 100 franchise agreements for new locations across the country — and it’s just getting started.

The Bottom Thoughts

When Shaq walks into a room, people stop and stare. Clearly, the fact that we can just write Shaq and you know who we are talking about is equally as impressive.

When Shaq walks into a business he is associated with, people stop and stare, too. But, when Shaq walks into a restaurant, he also walks out. He isn’t there ICE. He is there as a face, figurehead, celebrity.

What this does for a business is certainly impactful. His likeness creates tremendous buzz for that location, business or product. But, for the hundreds of sources of income he has created, it is different from that of a franchisee.

“If we could just get a Shaq, what could that do for our brand,” says the franchisor.

Well, it could certainly create a spike – ala Peyton Manning. But, is that sustainable?

What if you snagged a great multi-unit operator? What if you snagged the franlebrity – someone who’s intelligence and influence could impact your processes and support of existing franchisees – helping drive ideas that create profitability?

Many franchisors would be willing to give up the farm for Shaq – royalties? Sure. Fees? Duh. Units? Of course. In exchange for that stamp of approval – anything is possible.