The bfa WorkBuzz Benchmark Report published in the summer gives the most detailed industry-wide picture we’ve had for some time, and it’s shown some really interesting results – some expected, and in line with our own experiences, but others more subtle in meaning until you take a deeper dive beneath the numbers. On the whole, the insights we’ve gathered align with our own observations working across a wide cross-section of clients: the fundamentals of franchising remain as strong as they’ve ever been, but the brands performing well are the ones that have adapted to the new ways potential franchisees are engaging with opportunities.
Most of our experts have been digging into those themes since the report’s release, so here is what the team’s been writing about over the last month:
Franchise Recruitment
Does franchise recruitment feel harder than it used to?
John Overdijking’s piece this month starts there, and the data from the bfa WorkBuzz report backs up what most franchisors are already sensing. The finding that will probably surprise you most isn’t about the number of leads coming in. That part of the picture is actually more positive than you might expect.
What’s changed, and what John takes a more detailed look at, is what’s happening further down the pipeline, and why the franchisors still recruiting well are approaching the problem very differently to the ones who are struggling. Worth reading if you’re finding your old recruitment playbook just isn’t cutting it in the way it used to:
More leads than ever – so why are franchisees harder to sign?
Franchise Content & Storytelling
What’s the single most important piece of your franchise recruitment infrastructure? Your team? Your Discovery Day process? Your follow-up sequence? Dan Sherrington makes a case this month for something a lot of franchisors still underestimate, and the bfa data backs him up. The answer is probably sitting there already, and the question is whether it’s working as hard as it should be.
The piece also gets into something that’s increasingly relevant: where your prospects are doing their research before they ever get in touch, and whether you show up the right way in those places. It’s a quick read with some practical insights which can make a real difference to how your franchise is being perceived online – and how effective it is in persuading your prospects it’s the right opportunity for them.
Is your most valuable recruitment resource pulling its weight?
Endless Franchisees
We’re now right in the middle of busiest time of the year for franchise recruitment – the Franchise Show at the NEC in October, the pre-Christmas push, the New Year window. You’ve probably already seen a spike in new leads following the summer. Andrew Croney’s piece is a useful prompt to check that your systems are actually ready to make the most of this season.
He sets out five specific questions worth being able to answer to make sure your recruitment systems are up to the job. If you can answer all five with confidence, you’re well placed. If a couple of them give you pause, the piece tells you where to focus first.
Peak recruitment season is here — 5 questions to test whether your systems are up to the job
International Franchising
You will all have heard of Farrah Rose, our Head of International Franchising. She’s a pretty famous figure in the industry. Well, she’s now been joined by another one of our talented consultants, Michael Hulmes, who will be bringing his extensive UK experience to bear in helping brands move across markets and borders.
This piece is an honest account of what his first year working with Farrah has taught him. His central observation is that international franchising doesn’t change the principles of good franchising, it just removes the margin for error that domestic franchisors often rely on without realising it. The piece is worth reading whether you’re actively exploring international expansion or simply want a clearer sense of what genuine readiness looks like before the conversation comes up.
Good franchising has very few shortcuts. International franchising has even fewer.
Franchise Operations & Support
Is there a franchisee in your network you’ve been quietly tolerating – someone who isn’t quite doing what they agreed to, but where having the conversation feels harder than letting it ride? Steve Eastaugh’s piece this month is written directly for that situation.
Steve sets out the three options available – tolerate, terminate, or mediate – and lays out exactly where each path can lead you. The most useful part is probably the question he asks before you reach for any of them.
Anything here you’d like to learn more about?
Or some key topics or questions about franchising you think our team might be able to help you with? We’re always happy to talk it through – no sales pitches, just a chance to compare notes and see if there’s anything useful we can add.
