Global Franchise 10.3

Magnolia Bakery’s VP of International Franchise Development on helping brands expand to new continents Rick Raison I’ve helped take distinctly American brands into very different global markets, but what doesn’t travel well is one-size-fits-all thinking . Models that look efficient in the U.S. can be at risk of breaking down because labor models, real estate economics, pricing tolerance, and consumer behavior change market to market. The brands that win are the ones with a strong, durable identity and the discipline to adapt the unit economics without compromising what makes the brand worth scaling. The first thing I look at when taking on a brand for international expansion is its culture . A great indicator of future success is asking whether the brand has a proven legacy and culture that people can feel immediately.With Magnolia Bakery, you are not just selling baked goods; you are carrying decades of trust, craftsmanship, and emotional connection. If that foundation is real and protected, the brand has a higher likelihood of success internationally. The real work is relational and consistent . International franchising succeeds when brands invest in long-term partner relationships, show up consistently, and provide ongoing and focused support well after the excitement of opening day fades. Trust, clarity, and follow-through matter for all stakeholders. We protect the brand by staying true to our identity and core products . The taste, quality, and feel of the brand don’t change. What flexes are practical details that reflect local habits and preferences, like whether guests expect seating or a more grab-and-go format. Strong partners make the difference in how they execute local nuances. Brands with a culture of authenticity are most likely to have the confidence it takes to scale internationally . At Magnolia Bakery for example, our SWEETValues don’t just guide our hiring process, they also play a crucial role in our partnership selection process, ensuring franchise partners align with the brand’s culture, not just its economics.When that alignment is right, the culture carries through and the guest experience stays consistent as the brand grows. I’ve been fortunate to meet some incredible people from all backgrounds and cultures . Collaborating with someone on a big goal makes for a rollercoaster ride that elevates the relationship personally and develops trust and camaraderie far outside of the original scope of that work. I’ve learned an immense amount about business, culture, and life from being in this space and having been fortunate enough to be a part of authentic companies. Helping partners build a strong, lasting business while developing people along the way excites me . Seeing teams grow, careers take shape, and guests create memories with the brand in a newmarket is incredibly rewarding.When partners succeed and the brand becomes part of everyday moments for families and communities, that’s when I feel best in my work. If I could go back and advise my younger self, it would be to bring 100% authenticity to mywork and relationships . I’d tell myself not to be afraid to be curious or embarrassed to be wrong. Leave the door open for your mind to be changed because you’re about to have experiences that will change how you see the world. F R O M T H E S O U R C E . . . WHEN OUT OF OFFICE... • Outside of work, my time is primarily spent outdoors with my wife and dog here in Southwest Florida. From hitting the beach to hiking trails, I enjoy being around nature and good company. • Every country I’ve been to has had its own unique experience and culture that I appreciate returning to. However, one of the most incredible places I’ve experienced is Kenya’s Maasai Mara. 11 GLOBAL-FRANCHISE.COM Interv iew | FEATURE Travel is part of Rick’s work, but his love of nature, culture, and shared experiences gives every journey a personal edge.