Franchise Marketing 101: What Makes it Different?
When it comes to marketing restaurants, there are certain strategies that you can overlap between different industries. Most of what I’ve been writing about, for example, although centered around restaurant management and restaurant marketing, can be applied to other business types outside of restaurants.
There’s one type of industry, however, that needs its own set of restaurant marketing strategies. I’m talking about franchise marketing. What makes franchise marketing unique? Why does it need its own strategy separate from the usual restaurant marketing?
What Makes Franchise Marketing Different?
Consistency is Everything
One of the main reasons why franchising is a totally different ball game is that you’re no longer playing solo. Whether you’re a franchisor or a franchisee, how profitable your business gets can be determined by not only your actions but the actions of others as well. Franchisors are responsible for creating a profitable brand and business model, whilst franchisees are responsible for maintaining the brand reputation. Failure on either part would mean the failure of the entire franchise, and everyone associated with it.
If, for example, you have a bad experience at a single store, wouldn’t your perception of the other stores of that franchise change as well? Even if you’ve only been to one branch? If I can sum it up into one word, what you need to succeed in franchise marketing is consistency. Okay, so maybe two words: consistency and trust.
Franchise Marketing Works on a Larger Field
Basically, when you’re working on a franchise, you’ll be working on a much larger scale than a regular business. Even with a smaller franchise, it’s not uncommon for you to work with as many as 10 different franchisees and locations. Of course, by this level, you wouldn’t be expected to micromanage every single location.
If all you’re dealing with is a small business, your thought process only needs to focus on the immediate community where your business is located. For a franchise, you’ll have to think in terms of cities, states, or even countries. In terms of competition, you’ll also have to look beyond the mindset of a single business, since you’re likely to be competing against other franchisors as well.
Franchise Marketing Needs Multiple Levels of Support
Because you’re dealing with multiple franchisees and setting up shop in different locations, it’s not viable to leave your entire business’s marketing in-house, or with just one person or team. You need a marketing plan that is not only able to meet the needs of your brands but to also meet the needs of your individual franchisees as well.
Every location and franchisee are different. What might be applicable to the main branch might not be for others, and the only people who can assess such things on the ground are the franchisees themselves. Now we know that being consistent with the brand is important, but in order for your franchisees to succeed, they need to be allowed their own level or marketing support, one that caters to their individual needs. A balance needs to be met between maintaining consistency and marketing autonomy.
Have you learned something new about franchising? Are you ready to move on to bigger, greener fields? Why not update your restaurant menu at piatto.io to celebrate? Try it out today.