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How can I put my own personal touch on a franchise to make it stand out from others?
How similar do independently owned franchises need to be to corporately owned stores? How much can I personalize?
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2 Answers
First things first, you need to be clear about "what you are allowed to do within the terms of your franchise"...remember that a large part of the appeal of a franchise to its users is the promise of its consistency; its a brand.
Can you add your personal touches to the way things are done behind the scenes; i.e. how you and your people are managed and motivated? Also, be aware of the power of yourself as an inspiring brand and don't leave your personality at the door. The old saying "you can achieve most things in life as long as you don't mind who gets the credit" applies to profits as well...
This is a great question. It lends itself to the difference between strong franchises like McDonald's, versus looser ones like Burger King. The latter has had problems creating an environment that McDonald's has been famous for.
The way Ray Kroc put his personal stamp on the franchises was to visit them and spend most of his time in the kitchen. His "thing" was cleanliness. He would literally take a toothbrush and clean grease he found on the stoves, bringing this to the attention of the franchise owner and staff and talking to them about his vision of McDonald's being known as the cleanest family restaurant in the world. He went with a message and he also did not just lecture but also acted the part. He did not show up with limos. He looked and acted like the franchise owner--he was the franchise leader ("first among equals") rather than the boss of bosses.
Dave Thomas put his personal stamp on Wendy's as well, but it was more as founder and owner. I have read that Thomas was a wonderful man who treated everyone like family. But, there was not the vision for Wendy's like there was for McDonald's, i.e., no differentiation. Others may match the food and price of McDonald's, but they cannot match the brand (the attributes and associations) that all McDonald's are expected to carry and spread.
The key is to determine what you want to be known for and how you, personally, can help in that realm and then go out to your franchisees with a way to have them internalize your vision.
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