How to Translate Success

How to Translate Success

How does a franchisor translate franchise training for his international market?

A group of American franchise executives met recently to discuss the process of starting to offer their franchises in Quebec. They had already conducted marketing analyses and found that their franchise had the potential to succeed “north of the border.” They had decided to move ahead.

Then the discussion turned to training.

“We are already offering our training in both Spanish and English for the domestic market,” one of the executives said. “So, we can have our training materials translated into French, right? How complicated could that be?”

Actually, the process of adapting a training program to a foreign culture can be extremely complicated. If you are thinking of expanding into Quebec, for example, considerations like these can come into play . . .

The French that is spoken in Quebec (and other parts of Canada where French is spoken) is much different from the French that is spoken in France. You already knew that, of course. But there are more than just linguistic differences, because a whole range of cultural nuances and subtleties comes into play. One big mistake can be hiring an American translation service, unless that service is located in Canada or can document that they understand the differences. And once a translation has been done, it is essential to have it tested out by native speakers of Canadian French.

Training materials

Re-translating training materials is an invitation for mistakes to creep in. This can happen when a company has already translated training materials into Spanish and then has those materials retranslated into French or another language. To minimize and prevent errors, it is always best to start with a fresh set of original English-language documents.

The goals for your training might change if you are going international. In a different country, your salespeople, marketing personnel and other employees might need different skills than they need in the U.S. One consideration?

If your franchise is already well-known in one country and not in the new country where you are starting operations, successfully winning new customers might require a different set of strategies for marketing, advertising and selling. That is another reason why successfully adapting your training requires more than simple translation. 

There are many “moving parts” to consider. Signage, systems and even the name of your franchise might change when you go international. You can’t just translate training materials without first considering all those moving parts as you redesign your training.

Major question

And how will you deliver your training? This is another major question to consider. Options could include . . .

Sending company trainers to provide classroom and face-to-face instruction. This can be expensive. And if you are expanding into a country where a language other than English is spoken, you need to find and train trainers who are native speakers.

Setting up a computerized company training center in a central location in the new country or region. Crunch the numbers. You might find that if you are planning to expand to a new region where a number of new franchise locations could result, it could be an option to consider in the future.

Offering training on mobile devices. This is often the best idea for delivering training to a labor force that is spread across different locations. But even so, a number of considerations can affect the planning. How many employees in the new region, for example, already have smartphones that can work with your training materials? Will wi-fi be available in your future franchise locations? If not, what will the cost be of setting it up?  An experienced training development company will know the right questions to ask.

Loading your training materials in tablets and sending them to new locations. This can be a good option, because the tablets your trainees use will not require wi-fi connectivity. Plus, tablets can be returned to headquarters when they require updating.

Don’t Shortchange Training!

The issues I outline in this article might seem off-putting, but they are not. If you consider them one at a time and make the right decisions, taking your training to other countries becomes a straightforward planning process.

Above all, don’t cut corners on training just because getting it right will require some planning and effort. Training can make all the difference in whether your expanding franchise will thrive or fall short. To put it in the fewest possible words . . . Train and succeed!


Evan Hackel is a 35-year franchising veteran as both a franchisor and franchisee. He is CEO of Tortal Training, a leading training development company, and principal and founder of Ingage Consulting. He hosts Training Unleashed, a podcast covering training for business, and is the author of Ingaging Leadership. Evan Hackel is a popular speaker who can address your group about franchising success. To hire Evan as a speaker, visit Follow him at @ehackel.


Global Franchise Meets.

An inspirational new web video series where we meet the business leaders and influencers in International Franchising.

you may be interested in

  • The Sportsman’s Sports Bar

    How a former athlete turned entrepreneur is expanding the footprint of his leading Louisiana-inspired franchise eatery, Walk-On’s Bistreaux & Bar

    13 Mar 2019 | Read Article >
  • Global Franchise Sponsors bfa’s Superbrand

    This year sees the The British Franchise Association (bfa) launch an important new event which promises to bring together expanding brands with master franchisees and multi-unit operators from the U.K and overseas. It's one that Global Franchise is proud to sponsor.

    13 Mar 2019 | Read Article >
  • Allegra Marketing Print Mail. Alpha Mail

    The graphic communications industry is one seeing increasing demand. No surprise that market leaders such as Allegra are currently welcoming approaches from franchisees

    13 Mar 2019 | Read Article >

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button


Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.


Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.


We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.


We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.


This online privacy policy applies only to information collected through our website and not to information collected offline.


Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at


By using our site, you consent to our online privacy policy.


If we decide to change our privacy policy, we will post those changes on this page


If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: