Global Franchise 9.1

multiple Good Feet Store locations, underscores Logano’s sincere endorsement of the product, derived from his personal experience of its benefits. This authenticity resonates strongly with customers. QUOTE TO ADD Newwave of influencers Ever since the rise of YouTube and social media, brands have jostled to meet consumers where they’re at – on their mobile devices. The prospect of ‘going viral’ is greatly enhanced if you have an endorsement from an influencer with millions of followers. Britain’s most famous YouTube collective, the Sidemen, regularly attract over 10 million views from a loyal and dedicated Gen Z audience each week. In 2022, members KSI and Logan Paul branched off to launch Prime Hydration, a sports drink that became a sensational sell-out hit. Now the group has targeted the food industry with a franchised restaurant chain, Sides. “The Sidemen are probably the biggest YouTube content creator groups in Europe, said Faisal Butt, CEO at Skyview Brands Group. “Our vision was to create a brand that taps not only into the Sidemen’s audience, but also to reach a wider customer base. We’ve collaborated to put together an inviting concept and a fantastic menu, while the Sidemen’s ability to reach large audiences quickly via their social media enables the brand to communicate directly to its audience in an unparalleled way, telling them about new store openings and product launches, and therefore helping to build loyalty.” According to Faisal, landlords now actively seek out Sides due to the increased footfall and dwell time the social media stars bring to an area. The ability to create audiences and drive traffic is an attractive proposition for potential franchisees, but it can occasionally have downsides too – at a recent UK store opening the police and local council banned the Sidemens’ presence, due to concerns that more than 10,000 people were planning on coming to visit them at the store. “It’s difficult to measure the total impact, but you can see the mass attraction and demand for expansion that the Sidemen create,” continued Faisal. “They are focused on building brands and intellectual property above brand deals. It’s a creator economy currently and we see this as the future for franchising.” Another YouTuber, comedian Danny Duncan who’s amassed over 1.5 billion views on the platform and generated millions in merchandise sales, invested in New York City’s leading self-serve frozen yogurt shop, 16 Handles, after being particularly impressed as a customer in the Manhattan store. The 30+ unit franchise brand was purchased by New York entrepreneur Neil Hershman in 2022, with plans to grow beyond the Tri-State area through an aggressive franchise push across the East Coast. Co-owner Danny serves as the brand’s Chief Creative Officer and has featured 16 Handles in a number of his vlogs, including visiting stores, building a 16 Handles Froyo truck, and sharing with his audience his behind-the-scenes journey. His involvement has helped to attract a new consumer base of young males and aided franchise expansion over five states. “We have a lot of big projects on the horizon featuring Danny and his network of celebrity Youtubers,” said Hershman. “We plan to launch collaborative flavors, unique experiences, and engageable social media content over the coming months including Danny and his vast network of online influencers.” Increased potential for business success. By investing in a franchise, celebrities can leverage existing brand success and customer loyalty to drive their own business ventures with less risk. Capitalize on their own brand. Franchising offers celebrities a chance to capitalize on their personal brand and popularity. With a built-in fan base, celebrities can attract customers to their franchise locations, creating a buzz and driving foot traffic. This not only translates into increased sales but also provides an opportunity for celebrities to engage with their fans in a different capacity, fostering deeper connections and supporting communities. Turn-key business model. Franchising provides celebrities with a turnkey business model that comes with comprehensive support and training. This is particularly appealing for those who may not have prior experience in running a business. Franchise systems offer operational guidelines, marketing support, and ongoing assistance, allowing celebrities to focus on their strengths while leaning on the expertise of the franchisor. Long-term financial stability. Franchising offers celebrities a chance for long-term financial success. Unlike endorsement deals or acting roles that may have a limited lifespan, a well-run franchise can generate steady revenue for years to come as well as grow into a valuable asset. This financial stability can provide celebrities with the security and freedom to pursue other passions or philanthropic endeavors. MATCHMADE INHEAVEN:WHY FRANCHISING LURES IN STARS Neil Hershman and Danny Duncan 59 GLOBAL-FRANCHISE.COM