Global Franchise 9.3

Take Rita’s Italian Ice, which has been “delivering joy” to its communities for over 40 years with its iconic frozen treats – a tradition that remains central to its operation. Linda Chadwick, President and CEO of Rita’s, knows that sticking to tradition alone isn’t enough to keep a brand relevant. “Our number one goal is making sure we are balancing tradition with innovation – keeping our core fans happy while welcoming new customers,” she says. For example, Rita’s maintains a balance by introducing new products like Frozen Coffees and NERDS Grape Ice while ensuring they still feel authentically ‘Rita’s’. And through partnerships with local organizations and national charities, such as Alex’s Lemonade Foundation, Rita’s maintains strong ties to its community roots while expanding its footprint. “We’ve always focused on embracing our communities,” explains Chadwick. “Growing from a single store to a national brand while still feeling like a neighborhood spot is something we’re very proud of.” Staying relevant means leveraging new technologies and adapting to changing consumer expectations. For Rita’s, this includes building a robust social media presence, adding drive-thru options, and optimizing mobile ordering – all steps that have kept the brand in step with modern customers’ needs. Chadwick’s insight is clear: “To be a lifetime brand, you need to evolve with the consumer’s preferences,” she says. “If you don’t adapt, you get left behind as your customers move to a brand that meets their convenience needs or offers trendier flavors.Whether it’s incorporating new technologies, adding drive-thrus, or introducing exciting new products, staying relevant means being proactive and responsive.” However, Chadwick notes that innovation should enhance – not compromise – Rita’s roots. “The key is to innovate in ways that complement what your brand already represents,” she emphasizes. “Building a legacy is about more than just maintaining your 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, engage meaningfully, and always strive to exceed your customers’ expectations. That’s the success formula we follow here at Rita’s.” Market shocks While innovation fuels progress, the strength of legacy brands often becomes most apparent during periods of upheaval. For these deeply-rooted companies, crises serve as moments of transformation – opportunities to balance the richness of tradition with the urgency of adaptability. This dynamic interplay between resilience and forward-thinking lies at the foundation of enduring success. Thomas A.Wolfe, president and CEO of Ziebart, a 65-year-old automotive protection franchise, expands. “When vehicles became more resistant to rust, we had to innovate beyond our core services to include auto detailing, paint protection, and window tinting,” he says, demonstrating how to stay relevant in a changing market. Ziebart’s strength comes from listening to its customers and franchisees, enabling the franchise to stay agile in response to market changes. “During the 2008 financial crisis, many franchise systems struggled,”Wolfe explains, “but we focused on strengthening our franchise network by providing support and tools to help navigate tough times.” Ziebart diversified its services to maintain steady revenue streams, allowing franchisees to keep generating income even when some services were less in demand. The COVID-19 pandemic was a significant test for businesses globally, with hospitality being particularly hard hit. Chadwick recalls the strain of operating a restaurant franchise during the pandemic, noting issues like supply chain disruptions, rising prices, and health concerns. Yet, the pandemic was also a period of growth for Rita’s, proving that adversity can drive innovation and team building. “Every single teammember stepped up,” she says. “We banded together to ensure that we didn’t just stay consistent but that we grew.” Post pandemic, the franchise has continued to increase its average unit volume and expand its national presence. Family ties For the Titus family, mutual support and a shared vision help them stay grounded during challenging times. “My dad (Ray Titus, who co-founded UFG with his own Maximize potential growth and stability by investing in time- tested brands EVOLUTION Ziebart’s evolution from rust-proofing to offering full vehicle protection exemplifies how legacy brands stay relevant by expanding their services to meet changing demands. TRACK RECORD Customer trust and loyalty generated from decades of delivering consistent value creates an unshakable competitive advantage. RESILIENCE From economic downturns to tech revolutions, legacy brands have weathered it all. Their resilience proves that they are not only adaptable but also capable of thriving in the face of adversity. PEOPLE At the hearts of legacy brands are people – whether it’s the families who have built the company or the communities they serve. These brands embody the values of trust, tradition, and innovation, which is why they continue to attract both customers and investors. T H E L E G A C Y A D V A N T A G E 69 GLOBAL-FRANCHISE.COM Legacy | FEATURE