It is always incredible to see a new brand hit the market and in a short time period take over an area or industry segment. It almost seems effortless for some franchise systems that get a foot hold in a market and establish themselves over night. Why is it that some franchises catch hold so quickly and others just don’t get momentum?
First it seems to be driven by a competitive differentiator that others in an industry space just don’t have. Creamistry, an ice cream brand, delivers ice cream products to customers with a proprietary liquid nitrogen system and creates an experience for the customer, Jimmy Johns used aggressive marketing and a hard push to millennials and younger generations to compete with the sub sandwich market and systems like Hampton Inn offered value and professionalism at a price point not seen in the hotel franchise segment while Restoration 1 utilized a unique marketing and sales model to generate business in the restoration franchise field. All of these brands set a new norm for their market segment and created a competitive advantage for their franchise.
These high growth franchise brands committed to marketing and branding. They look, feel, smell and exude professionalism in all of their marketing and branding. The website looks great, brochures are high quality and signage is sharp. When you see a brand that is on fire, you recognize it immediately and with only a glance they create an impact on you. Investment in branding and then in the franchise marketing plan take these businesses forward quickly in the franchise market.
Great operating models are inherent in any systems ability to scale and grow into new markets. Quick moving franchises have solid unit level economics and deliver a consistent customer experience in their locations. The product looks, feels and tastes the same whether you are in San Antonio or Los Angeles. Operators and employees are running the business to a solid set of operating protocols and are enthusiastic to be part of the brand. Company culture is apparent in not only corporate stores but also throughout the franchises locations.
All together, great franchise brands come from all industry segments and areas of the world. It seems to take a leader with vision, the aptitude for growth and a willingness to sacrifice short term profit for long term gain.
Contact us if you’ve ever thought about franchising your business; Chris.firstname.lastname@example.org