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How To Establish A Legacy For Your Franchise Brand

How To Establish A Legacy For Your Franchise Brand

report by
Kieran McLoone

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in about 11 minutes

A comprehensive guide on how some of franchising’s biggest names stayed at the top.

The idea of a legacy franchise brand is a very subjective one, and also isn’t something that a headstrong entrepreneur can intentionally set out to create. When Colonel Harland Sanders first franchised his fried chicken concept back in 1952 in Salt Lake City, for example, did he know that KFC would go on to become such a staple of the food franchise world, with 24,000 restaurants across more than 145 countries? Doubtful.

That’s because to become a legacy brand, you have to focus on the continuous journey of your franchise’s growth and development, rather than setting an arbitrary goal from the outset. You have to maximize your customer experience while adapting to changing wants and needs, all without losing sight of what got you going in the first place. And you have to acknowledge that shortcomings will occur, which you can navigate using your experience and expertise.

We spoke with some of the most recognizable and enduring legacy brands in the franchise world, to create something of a guidebook for emerging franchisors on how to create a long-term franchise network, and cement it as a cornerstone of the industry.

Conquering a brave new world

Every international franchise that has stood the test of time had to make one key decision near the beginning of its global growth strategy: which foreign market should it expand to, and how can that be handled effectively and sustainably?

For many brands, this initial dipping of toes into the world of international franchising starts as close to home as possible; both for logistical convenience and also because nearby markets are seen as naturally receptive to incoming concepts due to brand awareness and familiar cultural trends.

This can be seen in almost every industry. Wendy’s, for example, first opened in the U.S. in 1969, and then decided to trial international growth with an opening in Ontario, Canada, six years later in September 1975. Taking a concept from the States to the Great White North is commonplace in the world of franchising, as the cultural divide between the two countries is seen as slim enough to justify cross-border expansion.

To be a legacy brand, you need to be consistent – not trendy”

Just Cuts, the Australian-founded haircut franchise concept, opted to expand close to home too when it traveled to New Zealand. “The first international market that we expanded into was New Zealand, back in 1997,” says David Mathie, the U.K. general manager for Just Cuts. “In terms of our target demographic, the market was fairly similar to the Australian market that we were already familiar with. There was a real demand for our affordable and convenient salon experience in key locations across New Zealand so, just seven years after launching our first franchise salon in Engadine, Sydney, in 1990, we launched our first Just Cuts salon there.”

Markets in close proximity to a brand’s country of origin aren’t always a carefree next step, however, and as with every part of international development, careful consideration and planning sort the wheat from the chaff.

For example, Poolwerx might now be known as an international powerhouse for swimming pool maintenance and supplies, but the brand has come up against its fair share of challenges when taking business across the pond.

“In expanding to New Zealand, which is only a three-hour flight from our head office, we made the mistake of treating this market the same way we did in Australia,” says John O’Brien, founder and CEO. “However, we now realize that the New Zealand market is more like cousins and not siblings to Australia, and we need to respect the different nuances in doing business, franchisee recruitment, and consumer marketing.”

Embrace the digital revolution

Online orders for a restaurant franchise might seem commonplace today – especially during the no- contact world of COVID-19 – but this is only because the pioneering legacy brands of the F&B world revolutionized what it means to offer convenience to the customer.

Domino’s Pizza is widely regarded as one of the main pizza franchises that customers turn to worldwide, and the brand has even taken the title of the largest global pizza concept based on retail sales. However, this didn’t happen overnight. Instead, Domino’s ascension to franchising fame occurred due to a sequence of clever innovations and adjustments to its model.

These began around 2009 when the 60-year-old organization acknowledged that its pizza wasn’t up to scratch when compared to competitors. This spurred a complete turnaround mentality that saw Domino’s return to the drawing board with its menu. Once the pizza itself was perfected, it turned its attention to the most important differentiator for pizza franchises: delivery.

Throughout the 2010s, when then-CEO Patrick Doyle joined Domino’s, the chain’s philosophy seemed to shift; it went from seeing itself as being in the pizza-making business, to being in the pizza-delivery business, too. This dichotomy allowed Domino’s to showcase genuine innovation.

Case in point: Domino’s Pizza introduced the idea of ordering a pizza from a cell phone without having to make a call in 2007, and spent the next 13 years creating both vital and novelty ways that customers could get their hands on its now-iconic variety of pizzas.

‘Zero-click ordering’ was released in 2016 through smartphone voice recognition software, and the next year, Domino’s allowed customers to order food through Facebook Messenger. Thanks to embracing technology, Domino’s Pizza isn’t just the largest pizza franchise in the world; it now generates around 65 per cent of all those sales through digital channels.

For some F&B legacy franchises, embracing online ordering and digital convenience was more of a necessity than an evolutionary step. Take Smoothie King, the vast smoothie franchisor that’s been serving up since 1973. When the coronavirus pandemic forced the closure of many of the brand’s brick-and-mortar locations around the world, Smoothie King was suddenly hit with a problem that even its enduring menu, which had cemented it as a true legacy competitor, couldn’t solve: it couldn’t serve customers.

Until this year, Smoothie King didn’t offer online delivery at any of its 1,200-plus locations in countries like South Korea, the Cayman Islands, or even the U.S. So it had to think on its feet, bring the brand’s offering into the modern world of digital convenience, and reap the subsequent rewards.

“Before 2020, Smoothie King had no revenue from digital sales – because our online ordering platform did not exist,” says Elise Ganucheau, the franchise marketing manager for the brand. “However, we rolled out our digital, online-ordering platform to better service our guests, and because of COVID-19, the guests immediately adopted the platform. We then fast-tracked curbside and delivery, which had been planned for later in the year. Additionally, guests could go straight to our website and order in a similar fashion. What resulted was a highly-engaged digital platform that accounts for 14 per cent of our total revenue (as of June 2020) and, consequently, total sales were up 10 per cent year-over-year.”

Smoothie King was no stranger to overcoming unique obstacles, as the brand effectively introduced the entire country of South Korea to the idea of a smoothie back in 2003. “At Smoothie King, we have quite a few proprietary items to ensure a consistent brand experience, and we had to replicate those items in Korea or find something comparable to sustain such an experience internationally,” says Ganucheau. “We also had to sell South Korea on the idea and purpose of a ‘smoothie’, which was, at the time of expansion, a bit of a foreign concept to the country. Smoothies just didn’t have much of a market in South Korea before Kim [Wan Kim, Smoothie King’s CEO] opened the first Smoothie King store there in 2003.

article extract from report:
How To Establish A Legacy For Your Franchise Brand

meet the author Kieran McLoone

Kieran McLoone is the deputy editor for Global Franchise magazine.

article extract from report

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