Global Franchise 9.3

Success in franchising doesn’t just depend on a potential partner’s background or financials – it thrives on finding the right people whose values, personality, and vision align with the brand. A franchisee’s personality traits are just as critical in determining long-term growth and sustainability in owning and operating successful stores as their experience, and brands that prioritize the balance between personality and values create a foundation for mutually beneficial partnerships, fueling consistent and scalable success. At Sweet Paris Crêperie & Café, we’ve seen firsthand how critical personality alignment is to franchise growth. Our approach emphasizes identifying partners who not only share our brand’s mission, but also bring specific traits to the table. Indeed, there are four key traits we believe every strategic partner should possess. The first is alignment with our brand values and guest-centric culture. The best partners are those who fully embrace the brand’s mission and culture. In the hospitality industry, this means a commitment to guest satisfaction as the cornerstone of every decision. During initial meetings, prioritize finding candidates who are not just financially capable, but genuinely passionate about delivering your brand to a new audience while preserving brand integrity. They also need to show resilience Franchisors should look for certain personality traits in potential franchisees, says Alberto Landero , chief development officer at Sweet Paris Café & Creperie. It’s only when partners share your vision and goals that the dreamwork really happens. DO YOUR FRANCHISEES HAVE THE RIGHT STUFF? Making connections that truly count N E T W O R K I N G Industry events like the IFAAnnual Convention offer many opportunities to connect with people who can help your business, either by sharing their expertise and resources, or as new clients who could add to your sales. But as you move through the convention’s networking sessions and social events, I would caution you not to see these interactions as moneymakers. As you chat with fellow attendees, don’t “sell” yourself and your company to anyone. Don’t ask for referrals or, worse, make a direct pitch for their business. Instead, find out how you can help them, and not just with your products or services. It’s an approach I’ve taken wherever I go, not just when representing my company, and it has enriched both my social network and our bottom line. Years ago, I made a connection at our son’s school, which has brought us a lot of business and, more importantly, given me a lifelong friendship. Another old friend ran a large franchise exhibition company, leading us to not only some great trade shows and even better contacts for other business, but another lifelong friendship. When I started in franchising in the late 1970s, it was a very small industry – a “good old boys club” in which success depended on making those personal connections. Thankfully, we’ve grown and changed so that all are welcome as long as they share an entrepreneurial spirit and a strong work ethic. Connections are still important, especially when you are in a growth mode. But for too many in the industry, the personal touch has been lost. Some are only interested in what their new contact can do for them, and the only conversation is to push their business, and sell the company down the road to a private equity firm. To me, a meaningful connection is one that enriches my life, not just my business. That’s why, if you want to enlarge your business, you need to enlarge your network. Get out of your current “box” of people you see and interact with every day. Join a couple of organizations and invite other members to lunch. I’ve joined two different business groups, one where there is a lot of wealth, and one where there are other CEOs in bigger companies. But I also seek connections in places you wouldn’t call a professional network. Over the years, my two best sources have been my church and my kids’ schools. You never knowwho you’ll meet and who Networking is more than just exchanging business cards – it’s about building genuine, lasting relationships. Ray Titus , CEO of United Franchise Group, shares how meaningful connections can enrich both your business and your personal life. 50 GLOBAL FRANCHISE Issue 9.3