Case Study – Snowfox (YO! and Panku Brands)
12 months, 178 franchise sales – our biggest and most successful recruitment campaign yet!
The Franchising Centre was contacted by Snowfox, the parent company of well-known sushi brand, YO! (Formerly Yo Sushi) and Panku Street Food, to help convert and create more than 500 supermarket kiosk locations (Tesco and ASDA) into franchisee ownership.
The Brief
We were asked to provide an outsourced franchise recruitment service to act alongside their existing efforts in order to get their recruitment goal over the line. In our initial consultation, we were advised that this would be a campaign lasting 3 years but the senior leadership of the company ultimately reduced this to just 12 months. A very ambitious and challenging goal!
Advertising Budget: £75k
What we achieved
By pulling together every expert and specialism available on our team, we were able to convert 50 kiosks in just the first 4 months of the campaign. Over the 12 months The Franchising Centre were directly responsible for converting 178 kiosks within the specified timeframe.
Not only that, but we were able to achieve this within the budget without any overspend.
The advertising campaigns we managed and ran also helped Snowfox convert their own employees into franchisees, which allowed around 500 kiosk locations to be converted in a year.
“Thank you once again for all your support over the past year. We wouldn’t have been able to achieve what we have without the invaluable assistance from you and the wider TFC team.” – Nick Brown, Central Operations Director, Snowfox
How we did it
Like any campaign we take on, we have certain strategies and methodologies which have been proven to be successful. However, The Franchising Centre never takes a “one-size-fits-all” approach and treats every partner differently, seeking an in-depth understanding of their unique needs, character, and offering.
As a large-scale, and very high profile campaign which needed to be completed within a very strict timeframe, we deployed a number of methods, including:
- Creating a comprehensive franchise recruitment website and email marketing campaign
- Strategic allocation of the £75k budget to maximise conversion and cost-effectiveness
- Comprehensive lead-gen campaign with PR and messaging across multiple digital channels
- Worked in collaboration with Reach plc, one of the UK’s largest advertising agencies, and Arc Media, leading experts in franchise marketing
- Deployed Ziik (a multi-channel franchise communication App) as an efficient way to manage their massive new network of franchisees and staff
- Adaptive & bespoke support from every specialist in the TFC team according to evolving needs
- A dedicated Franchise Consultant to qualify leads and guide them through the recruitment process
- Continual lead nurturing to maximise the output of the enquiries pipeline
Here at The Franchising Centre, we’re used to working with some of the world’s most successful franchisors, as well as those just starting out on their franchising journey. This particular campaign really tested every aspect of our team, but we pride ourselves on having an expert for any occasion. Not only that, but our specialists never work in isolation, but instead draw on each other’s strengths and expertise to create a service which is always stronger than the sum of its parts.
We’re very proud to have played a pivotal role in one of the biggest and most successful franchise recruitment campaigns ever seen in the UK.
Just think what we could achieve together for your franchise….
How The Franchising Centre can become your franchising centre
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