GF Issue 54

12 PVOLVE Catapulted to success by a Hollywood icon Celebrity-endorsed marketing might influence a surge in sales for a fitness and wellbeing brand, but it’s nothing compared to the impact made by a global megastar and icon of health and wellbeing joining the board. When last year Jennifer Aniston announced her partnership with Pvolve, the omni-channel fitness brand with a science-led method incorporating functional movement with proprietary equipment in one-of-a-kind locations, the results were seismic. As a fan and member of Pvolve, Aniston focuses on key areas of the business such as product development, marketing and programming strategy, also starring in ad campaigns to bring awareness to the emerging brand. Since her involvement, the franchise has seen a 650% increase in branded searches, a 125% increase in franchise inquiries and a 40% increase in social media followers. Pvolve has capitalized on Aniston’s endorsement by building its presence in the USA and Canada, securing dozens of franchise agreements and breaking ground on studios across the country, with plans well underway to expand globally (although details currently remain under wraps). Looking ahead into 2024, the goal is to maintain a high level of brand expansion into new states and markets, further the public’s understanding of Pvolve’s functional fitness method, and to have 100+ studios operational or in development by the end of 2025. It will be fascinating to watch the effect Aniston has on the brand’s long-term success and how Pvolve’s unique approach and multi- stream revenue model lands in the competitive, but immensely lucrative, global fitness market. 13 WETZEL’S PRETZELS Canadian backing aids global expansion Over the past year, Wetzel’s Pretzels has achieved notable success in expanding its footprint both domestically and internationally. This has been marked by the opening of the first store in Eastern Canada, the debut of its streetside concept ‘Twisted by Wetzel’s’ in the U.S., and the imminent launch of the brand’s 400th location. The warm reception from each new market and consumer demand for pretzels means further expansion is on the cards, with the Canadian and Latin American markets in the frame – the brand currently has locations in Panama and Puerto Rico. With only five other locations in Western Canada, the highly anticipated opening of Wetzel’s in Toronto expands the brand’s presence into a previously untapped market, fitting with its growing number of operations in popular and high-profile destinations. This recent expansion into Eastern Canada marks a significant milestone facilitated by Wetzel’s recent acquisition by Montreal- based MTY Food Group, Inc. (MTY), utilizing MTY’s experienced Canadian development team. Over the next 12 months, Wetzel’s aims to significantly expand the size of its “Celebrity-endorsedmarketing might influence a surge in sales for afitness andwellbeing brand, but it’s nothing compared to a global megastar joining the board” 14 DAVE’S HOT CHICKEN Red hot growth scheduled for 2024 Dave’s Hot Chicken set a blistering growth momentum in 2023, ending the year with over 73 new locations and a total open store count of 174. Furthermore, the brand inked more than 109 franchise commitments for new locations, bringing its total commitment count to 862 units and a packed pipeline heading into 2024. Looking forward, the brand is focused on international expansion, with six locations planned for Canada and more slated for the Middle East in 2024, including locations in Saudi Arabia, the United Arab Emirates, and Qatar, with additional multi-unit development in Bahrain, Oman, and Kuwait. “Observers worldwide have witnessed Dave’s Hot Chicken defy the limits of the fast-casual segment,” said a spokesperson for the brand. “Now, fuelled by our mind-blowing food, standout corporate team, and the industry’s finest multi-unit investors and operators, global expansion has become a reality for us. We truly have the greatest partners in Canada and the Middle East, and we’re looking forward to bringing our Nashville- style hot chicken to more cities and communities in 2024.” POWERL I ST: FRANCHI SES TO WATCH IN 2024 24 GLOBAL FRANCHISE | ISSUE 8.2