Global Franchise 9.3

ong-lasting brands thrive not by chasing every fleeting trend but by evolving thoughtfully. They strike a balance between embracing innovation and preserving the qualities that have earned them generations of loyalty, proving that adaptability doesn’t mean losing sight of what makes them unique. These legacy brands are built on core values, a solid reputation, and strong relationships with both customers and employees. AndrewTitus, president of Fully Promoted and part of a multi-generational franchising family who have built United Franchise Group (UFG) into a global powerhouse, describes this as a “sticky environment” where employees and franchisees feel like a family. “It starts with leadership,” Titus explains. “We place a lot of importance on culture and family. Our employees and franchisees are family to us.We don’t just talk about business – we talk about sports, culture, and daily life too – creating an environment where people really enjoy coming to work.” This strategy cultivates a sense of belonging and dedication, which in turn benefits the business. “If you respect your employees, reward them, and empower them to make decisions, our culture is easy to buy into,” he adds. Creating nostalgia Legacy franchises also forge strong emotional bonds with customers, who often associate these long-standing brands with cherished memories. Monica Feid, COO and co-founder of BizCom Associates, highlights the enduring appeal of Friendly’s, a 90-year-old restaurant chain. A recent grand opening in Orlando, near Disney, drew a media buzz and crowds. “Apparently, a chain that’s been around for almost 90 years seems to know a thing or two about persevering through economic swings to meet customers’ needs,” says Monica. “I would argue that in spite of the environment out there, Friendly’s is showcasing the superpowers of a legacy brand.” What makes Friendly’s stand out? It’s all about taking care of its people. Friendly’s Orlando franchisee Amol Kohli, who started as a server in his teens and now owns over 30 locations, explains: “The leadership team believed in me when I was young and supported me on my journey ever since. I’m grateful for the network I’ve built and for the opportunity to have a brand-new location in Orlando.” Feid notes that legacy brands have unique advantages. “Among them are brand awareness, nostalgia, and a solid track record,” she explains. “While hot start-ups may offer a fresh opportunity, they are often untested and lack the stability of established brands. Legacy brands offer fond memories, affordable prices, and a love for families, making them stand out in a competitive market.” Nostalgia creates a bond with customers that newer brands often struggle to match. Legacy franchises like Friendly’s benefit from being engrained into American culture, offering comfort and familiarity in a landscape that’s constantly evolving. “There’s a strength in a place that conjures up fond memories of the good ol’ days, affordable prices, hearty food, and a love for families,” comments Feid. Maintaining authenticity Maintaining a balance between honoring tradition and embracing innovation is crucial for legacy franchises. L “Building a legacy is about more than just maintaining a business. It’s about creating a brand that resonates deeply with people, a brand they trust and love. Stay true to your values, adapt thoughtfully and engage meaningfully” 68 GLOBAL FRANCHISE Issue 9.3