The two main indicators of a high quality franchise brand are: (1) strong unit level economics, and (2) strong franchisor-franchisee relationships. Completing a franchisee survey signals that you actually care what franchisees have to say.
Substance matters, not just size. Especially when it comes to your development pipeline.
One of the most efficient ways to predict future franchise brand performance is to examine franchisee survey results. Why?
Franchisee satisfaction surveys are extremely useful management tools. But even without a survey, franchisee dissatisfaction is immediately visible in three places and all are leading indicators within franchise development.
Multi-unit development agreements, aka MUDAs, are a common growth tool. But since only 15 percent of U.S. systems grow beyond 100 units (per FRANdata), it’s not as simple as signing a bunch of deals.
Want more growth? Open every unit you sell. Only one-third of new franchises sold actually open. Prior to COVID, there was a backlog of more than 14,000 sold-not-open, or SNO, units in the U.S. according to FRANdata. For many brands, improved real estate processes and get-open support are needed to turn these numbers around.
As the saying goes, “franchising is simple, as long as franchisees are making money.” However, in some systems, it may seem easier to sell franchises than to actually get them open and profitable - and then to keep them profitable.
I’m thrilled to put 2020 in my rearview mirror. Franchise deal flow has returned or even accelerated for some. Business ownership remains highly attractive. Unsurprisingly, perceived “recession-resilient” franchises received strong interest in 2020.
Franchise systems have a surprisingly common habit of stalling out. Some get "stuck at small," but stall-outs also happen to big brands that don’t reinvent and innovate. Some simply rest too long on their laurels. This applies to personnel decisions and early investors as well. If your ownership structure hamstrings decisions or team skills are lacking, don’t wait to address those issues.
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