Laying The Groundwork for Franchise Growth

Building a Franchise: Key Strategies for Sustainable Growth

Franchising can significantly boost the growth of a restaurant brand, but laying the right groundwork is crucial. Amanda Kahalehoe, COO of Vicious Biscuit, shares essential insights into how emerging franchisors can build a scalable, successful operation.

Identify Your Core Team Early

One of the primary challenges new franchisors face is resource allocation. Often, emerging brands start with small teams deeply rooted in operations. According to Amanda, clearly identifying roles and responsibilities early on is key.

“One immediate challenge was determining who would support franchisees. We focused on operations, robust training, and administrative support.” – Amanda Kahalehoe

Vicious Biscuit strategically cross-trained team members, using operational leaders as corporate trainers. This not only maximized resources but also ensured trainers deeply understood the restaurant's daily operations.

Effective Training: Blending Digital and Hands-On Learning

Effective training can significantly impact franchise success. Amanda emphasizes combining digital learning with in-person training:

• Digital Learning Management Systems (LMS): Enables remote, cost-effective training.
• In-Person Training: Ensures hands-on operational excellence.

“We initially thought we needed six to eight weeks of on-site training. Through digital learning, we condensed this to about three weeks.” – Amanda Kahalehoe

Franchisees now complete foundational training remotely before intensive in-person sessions, balancing efficiency and effectiveness.

Marketing with Clear Guardrails

Marketing is often a pain point between franchisors and franchisees. Amanda stresses the importance of clear marketing guidelines and robust approval processes to ensure consistency.

• Centralized control of social media and branding ensures uniform messaging.
• Franchisees have guided freedom with local marketing, allowing for community-specific initiatives within brand guidelines.

“Consistency in branding is critical. Establishing clear guardrails early prevents confusion and strengthens the brand.” – Amanda Kahalehoe

Strategic Digital Marketing

Digital marketing is vital, especially for brands with limited marketing budgets. Amanda recommends:

• Partnering with data-driven agencies for targeted ad spend.
• Continuously analyzing and adjusting strategies based on real-time data.

Amanda explains, "Organic social media alone won't drive consistent traffic. Targeted, boosted content ensures visibility and customer engagement."

Company Stores: Testing and Refining

Maintaining corporate-owned stores helps franchisors understand diverse markets and customer profiles. Amanda believes at least three corporate stores are essential before franchising, allowing brands to:

• Identify and test core demographics.
• Refine operational processes for consistent execution.

“Document everything meticulously. Our detailed operational checklists ensure franchisees open on schedule and with confidence.” – Amanda Kahalehoe

Building Strong Franchisee Relationships

A successful franchisor-franchisee relationship hinges on transparency, accessibility, and robust support. Amanda emphasizes these as foundational elements that build trust and success:

• Be transparent and available to franchisees.
• Provide immediate and consistent support.
• Understand and adapt to diverse franchisee backgrounds.

“Your number one job as a franchisor is franchisee success. Everything revolves around this goal.” – Amanda Kahalehoe

Key Takeaways:

• Clearly identify and allocate your team’s roles early.
• Combine digital and hands-on training to optimize effectiveness.
• Establish robust, clear marketing guidelines to ensure brand consistency.
• Invest in strategic, data-driven digital marketing.
• Maintain corporate-owned stores for operational and market insights.
• Prioritize strong, transparent relationships with franchisees.

By thoughtfully addressing these areas, emerging franchisors can create a strong foundation for long-term success and growth.