A silent crisis is unfolding in the dynamic world of franchising, where entrepreneurial dreams intersect with proven business models. It threatens the success of ambitious franchisees and the growth of entire franchise systems. The culprit? There is a startling lack of specialized training for multi-unit franchise owners.

Imagine Sarah, a successful single-unit franchisee of a popular fast-food chain. Buoyed by her success, she expanded, acquiring two more units with her franchisor’s blessing. But as her empire grows, so does her sense of being overwhelmed. Managing multiple locations, Sarah quickly realizes, is a whole new ballgame—one for which she feels woefully unprepared.

Sarah’s story is far from unique. A recent review of several hundred franchise disclosure documents revealed a disturbing trend: only a tiny fraction of franchisors offer formal training on the nuances of multi-unit ownership. It’s like asking pilots trained for single-engine planes to captain a commercial jet fleet suddenly without additional instruction.

The jump from single to multi-unit ownership is like going from checkers to chess… the rules are similar, but the strategy is entirely different.

The Multi-Unit Sales Boom: A Double-Edged Sword

Before discussing the essential components of multi-unit ownership training, it’s crucial to address a growing trend in the franchise industry exacerbating this hidden crisis: the boom in multi-unit franchise sales.

Franchise brokers, incentivized by commission structures that reward larger deals, have been increasingly pushing the sale of multi-unit packages—often in bundles of three, five, or even ten packs. It’s not hard to see why: brokers stand to earn substantially more from these multi-unit deals compared to single-location sales.

The allure of rapid expansion is strong. However, many prospective franchisees don’t realize that managing multiple units requires a different skill set than running a single location.

While lucrative for brokers and appealing to ambitious entrepreneurs, this trend could be a recipe for disaster if franchisors don’t have robust training systems. The gap between the skills needed for single-unit and multi-unit ownership is vast, and without proper preparation, new multi-unit franchisees may find themselves overwhelmed and underprepared.

Before accepting multi-unit leads, franchisors must ensure their training and development systems are equipped to handle the complexities of multi-unit ownership. Otherwise, they’re setting up their franchisees—and ultimately themselves—for failure.

With this context in mind, let’s explore what comprehensive multi-unit franchise training should entail:

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1. The Art of Strategic Thinking

The first lesson in Multi-Unit Ownership 101 is that you can’t be everywhere at once. Successful multi-unit franchisees learn to work “on” the business rather than “in” it. This means stepping back from day-to-day operations to focus on big-picture strategy.

“I had to learn to let go,” confesses Pat, a multi-unit owner of a leading personal services franchise brand that treats families for head lice infestations. “Realizing that my job was to guide the ship, not to staff every station, was a game-changer.”

This strategic thinking involves:

– Long-term growth planning

– Resource allocation across units

– Brand consistency and development

2. Building a Management Dream Team

With multiple locations to oversee, having a reliable manager at each unit isn’t just helpful—it’s essential. But how do you find, train, and retain these crucial team members?

Effective multi-unit training programs teach franchisees the finer points of:

– Hiring and developing talented managers

– Delegating responsibilities effectively

– Building and leading a cohesive management team

– Fostering a positive organizational culture across all units

“Creating a cohesive culture across multiple units was my biggest challenge,” acknowledges Bill, a multi-unit, multi-branded franchisee who owns several units of a leading QSR restaurant brand and a beauty salon franchise. “Each location had its personality, and bringing them all under one vision took skills I had to learn on the fly.”

3. Crunching the Numbers (Without Getting Crunched)

Financial management takes on a new dimension when dealing with multiple units. Multi-unit and multi-brand franchisees need to understand:

– Complex budgeting processes for multiple locations

– How to allocate resources effectively across units

– The potential for and implementation of economies of scale

– Advanced financial analysis and forecasting

“I wish someone had taught me about the financial intricacies of multi-unit ownership earlier,” Sarah reflects. “It would have saved me a lot of sleepless nights and costly mistakes.”

4. Harnessing the Power of Technology

Technology is the multi-unit franchisee’s best friend in today’s digital age. Tech-savvy is no longer optional, from point-of-sale systems that provide real-time data across all locations to analytics tools that help identify trends and opportunities.

Training in this area should cover:

– Implementing systems for multi-unit oversight

– Analyzing and interpreting Key Performance Indicators (KPIs) across multiple locations

– Utilizing data to make informed business decisions

Enter franchise management software like FranConnect and learning management systems (LMS) like World Manager. These powerful platforms are revolutionizing franchise operations and training, offering a centralized single source of truth, a hub for playbooks, performance tracking, and learning and development activities.

“World Manager has been a game-changer for us,” says Collin, a multi-unit owner of a famous QSR franchise brand. “Its gamification features have made training fun and competitive, dramatically improving engagement and knowledge retention among our staff.”

Indeed, gamification—applying game-design elements to non-game contexts—is a powerful tool in franchise training. Leaderboards, badges, and point systems tap into employees’ natural desire for competition and achievement, making learning more enjoyable and effective.

5. Mastering the Human Element

With a larger workforce comes greater HR responsibilities. Multi-unit franchisees need to be adept at:

– Conducting performance reviews across multiple units

– Managing conflicts and maintaining morale

– Developing and implementing standardized HR policies

– Creating and maintaining a consistent culture across all locations

6. Becoming a Master Trainer

One often overlooked aspect of multi-unit ownership is the need for franchisees to become effective trainers. This is where “train the trainer” programs come into play.

“Learning how to teach others was a pivotal moment in my multi-unit journey,” reflects Mark, owner of several automotive service franchises. “It allowed me to scale my operations while maintaining consistency across all locations efficiently.”

Train-the-trainer programs equip multi-unit franchisees with the skills to effectively pass on their knowledge and the franchisor’s systems to their managers and staff. This ensures unit consistency and empowers franchisees to build strong, self-sufficient teams.

Many franchisors are now incorporating train-the-trainer modules into their multi-unit training programs, recognizing that effectively training others is a crucial skill for successful multi-unit ownership.

The Franchisor’s Responsibility

Given the increasing prevalence of multi-unit deals, franchisors are responsible for ensuring their training programs are up to the task. This means expanding existing single-unit training and developing comprehensive, multi-unit-specific programs that address the unique challenges of managing multiple locations.

“Franchisors need to resist the temptation of rapid expansion through multi-unit sales if they can’t support it with equally robust training,” warns Sean Fitzgerald, the President of Tru Blue Home Service Ally. “The long-term costs of franchisee failure and system instability can quickly overshadow the short-term gains from selling multi-unit packages.” Nothing will cause your franchise sales program to stall more than having multi-unit failures.”

The message for franchisors considering multi-unit expansion is clear: before you begin accepting multi-unit leads, ensure you have your training and development house in order. This might mean:

1. Developing specific multi-unit training modules
2. Creating mentorship programs pairing new multi-unit owners with experienced ones
3. Investing in advanced learning management systems to facilitate ongoing training
4. Establishing clear benchmarks for multi-unit readiness

By taking these steps, franchisors can ensure they’re not just selling multi-unit packages but setting their franchisees up for multi-unit success.

The Benefits of Addressing the Training Gap

The advantages of comprehensive multi-unit training are clear:

– For franchisees: Smoother operations, faster growth, and higher profits

– For franchisors: Stronger system-wide performance and more rapid expansion

So why isn’t this training more widespread? Some franchisors argue that multi-unit skills are best learned through experience. Others haven’t recognized the need. However, as the franchise industry continues to evolve, with multi-unit ownership becoming increasingly common, this gap in training is becoming impossible to ignore.

The Path Forward

The good news is that change is on the horizon. Forward-thinking franchisors are beginning to implement comprehensive multi-unit training programs. These programs often combine:

– Classroom learning

– On-site training

– Ongoing support and mentorship

– Advanced LMS platforms for continuous, engaging training experiences

As for Sarah? After some initial struggles, she sought mentorship from experienced multi-unit owners and invested in her education. Today, she’s the proud owner of five thriving locations and is considering expanding further. She’s also become an advocate for comprehensive multi-unit training within her franchise system, pushing for the adoption of advanced learning technologies and train-the-trainer programs.

Conclusion

The lesson is clear: success in franchising is about more than following a proven system. It’s about having the right skills and knowledge to scale that system effectively. As the franchise business format continues to grow and evolve, closing the multi-unit training gap isn’t just an opportunity—it’s an imperative.

For franchisors, the message is simple: invest in comprehensive multi-unit training now, or risk watching your most ambitious franchisees struggle unnecessarily. This means developing robust training programs and leveraging cutting-edge learning technologies and methodologies to deliver them effectively.

And for aspiring multi-unit franchisees? Don’t wait for someone else to prepare you for success. Seek the knowledge and skills you need, embrace new learning technologies, and prepare yourself to become an owner, teacher, and leader. With the proper training and tools, you’ll be well on your way to building your franchise empire.

In the end, bridging this hidden gap in franchise training isn’t just about avoiding failure—it’s about unlocking the full potential of the franchise model. In doing so, we can ensure that the next generation of multi-unit franchisees isn’t just surviving and thriving in an increasingly complex and competitive business landscape.

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Written by Guest Writer Keith Gerson, CFE – President & CEO of Gerson Advisory Services

About the author: Keith Gerson, CFE, is one of the best-known experts in franchising and is well-known for his thought leadership. Keith brings 50 years of franchise experience to Gerson Advisory Services (GAS), offering unparalleled insights and strategic guidance for franchisors. His leadership and visionary approach have shaped successful franchise systems worldwide.

 

 

Written by Guest Writer Keith Gerson, CFE – President & CEO of Gerson Advisory Services

When I first started franchising in the early ’70s, we didn’t even have fax machines, let alone the tech we’re using today. I remember lugging around a briefcase full of paper reports to every franchisee visit. Now, as President and CEO of Gerson Advisory Services and former President of Franchise Operations for FranConnect, I’m watching AI revolutionize the franchise industry. It’s been quite a journey, and I’ve got a few thoughts on where we’re headed next.

The CFXO: More Than Just Another Fancy Title

Let me tell you about a conversation I had last month with Scott, a franchisor client of mine. He was frustrated because his top-performing franchisee was threatening to leave the system. “Keith,” he said, “I don’t get it. Their numbers are great, but they’re unhappy. What am I missing?”

This is exactly why I’ve been pushing for the role of Chief Franchise Experience Officer (CFXO). It’s not just another C-suite title to hand out at the company holiday party. The CFXO is your franchisee happiness guru, your system’s empathy engine.

In Scott’s case, a CFXO would’ve spotted the issue long before it reached boiling point. They would’ve noticed that while this franchisee’s numbers were stellar, they hadn’t received meaningful support or recognition in months. Sometimes, it’s not about the numbers – it’s about feeling valued.

From Consultant to Coach: A New Breed of Support

If you’ve been around long enough, you’ll remember the old days when the Franchise Business Consultant’s job was basically to show up, check some boxes, and move on. Thankfully, those days are over.

I was at a franchise conference recently where I heard a franchisee say, “I don’t need big brother telling me to ‘increase sales.’ I need someone who can help me figure out how.” That’s stuck with me because it perfectly captures the shift we need to make.

We’re moving towards what I call Franchise Success Coaches (FSCs). These aren’t just consultants; they’re part business guru, part psychologist, and part cheerleader. They need to be able to dig into the numbers, but also to be able to read between the lines of what a franchisee is really saying.

I’ve seen this work wonders. A client of mine implemented this approach last year. Their customer satisfaction scores have gone up 22% since then. Why? Their FSCs aren’t just looking at sales figures; they’re coaching on everything from staff morale to local marketing strategies.

Tiered Support: Because One Size Fits None

Here’s a hard truth I’ve learned: a franchisee who’s been in business for 10 years needs very different support than someone who’s just opened their doors. Sounds obvious, right? You’d be surprised how many systems still use a one-size-fits-all approach.

I’m betting that many of you have a long-term franchisee who has been in the system for many years and who is consistently a top performer. But when you sat down with him, he was considering leaving. Why? He said, “I’m tired of sitting through the same basic training sessions year after year. I need something more.”

I’ve had those conversations over the years, and that’s when the idea of tiered support really crystallized for me. Now, I advocate for systems where new franchisees get intensive, hands-on support while veterans of your system get advanced strategies and peer networking opportunities. It’s not about less support for experienced franchisees – it’s about different support.

Real-Time Data: The Good, The Bad, and The Game-Changing

Let me take you back to 1991. I was working with a specialty food franchise system, and we had just installed our first real-time POS system. I remember standing in a franchise location, watching those sales figures roll in live for the first time. It was like magic.

Fast-forward to today and the data we have access to is mind-boggling. But here’s the kicker—data alone isn’t enough. I’ve seen franchisors drown their franchisees in numbers without providing any real insights.

The game-changer is using this data to have meaningful conversations. One of my clients was able to spot a trend in negative reviews about the speed of service and worked with franchisees to make immediate improvements. Result? A 15% jump in positive reviews in just three months.

Revolutionizing Franchise Operations with Playbooks.

Playbooks are essential in helping to create stronger, more resilient franchise systems by replicating best practices with unprecedented speed and precision. For franchisors looking to drive consistent performance, this tool is a game-changer. The key is that you’re not just collecting data – you’re using it to drive action. It’s not just about making corporate jobs easier; it’s about giving franchisees the tools and insights they need to succeed.

I didn’t really have to gaze long into my crystal ball, as what I initially thought were future capabilities exist today. FranConnect, I’ve found, has the best playbooks in the business when it comes to franchise operations. They have developed the ability to transform how we use real-time data to drive improvements across franchise systems.

Playbooks can turn data into immediate action. Imagine a restaurant franchise where, if a location’s cleanliness scores drop below a certain threshold, the system automatically assigns a detailed cleaning and maintenance playbook to that franchisee. It’s immediate, targeted support exactly when and where it’s needed.

Playbooks can be created for any performance indicator – customer satisfaction, upselling, you name it. It’s like having your best performers mentor every location, but automated and scalable.

AI and Machine Learning: The New Frontier

Now, I’ll admit that when I first heard about AI in franchising, I was skeptical. I had concerns over data privacy, content ownership, “hallucinations,” ethical concerns, a lack of human touch, etc. But I’ve come around in a big way.

Last year, I heard of a franchised B2B concept that implemented an AI system to generate performance improvement playbooks. The system analyzed data from across their 500 locations and created customized strategies for each location.

The results were impressive, but what really sold me was a conversation I had with their CEO. “For the first time,” he told me, “I feel like the advice we are giving is truly tailored to our franchisee’s locations, not just generic one-size-fits-all solutions.”

The Hybrid Model: Balancing High-Tech and High-Touch

The pandemic forced us all to go virtual, and let me tell you, it wasn’t pretty at first. A franchisor I spoke with at an IFA event told me about one video call where a franchisee accidentally left their mic on while making some colorful comments about corporate. Not their finest hour.

But we learned, we adapted, and now I’m convinced that a hybrid model is the way forward. There’s still no substitute for sitting across from your franchisee, looking them in the eye, and shaking their hand. But the efficiency of virtual check-ins? That’s here to stay.

One approach for consideration is bi-annual in-person visits, with bi-weekly virtual calls. An example could be to deliver in-person visits in January and July, followed by virtual calls every two weeks (26 calls per year), and an option for additional ad-hoc virtual calls as needed.

Another approach could consist of an annual in-person visit (reserved for annual strategic planning and critical hands-on support). These are offset by quarterly extended virtual sessions (2-3 hours) for in-depth reviews and bi-weekly brief virtual check-ins (15-30 minutes for quick updates). It’s recommended that one in-person visit be scheduled in the first quarter for new franchisees.

I’ve also seen systems that offer a flexible system based on each franchisee’s performance.

• High-performing franchisees: Annual in-person visit, with bi-weekly virtual calls.
• Average-performing franchisees: Semi-annual in-person visits offset with bi-weekly. virtual calls.
• Underperforming franchisees: Quarterly in-person visits with weekly calls.
• Additional ad-hoc virtual calls can be scheduled as needed for urgent matters or specific concerns.

Looking Ahead: The Only Constant is Change

As I look back on my five decades in franchising, one thing is clear—this industry never stops evolving. The challenges we face today are different from those we faced in the ’80s, ’90s, or even last year. However, the core of what we do remains the same: supporting franchisees in building successful businesses responsibly.

The future of franchise operations is about embracing technology without losing the human touch. It’s about using data to inform decisions but not letting numbers overshadow relationships. It’s about providing tailored support that evolves as our franchisees grow.

Is it going to be easy? Not at all. But in my experience, the most rewarding things rarely are. As we navigate this new frontier, let’s remember why we got into franchising in the first place – to help people achieve their dreams of business ownership.

Here’s to the future of franchising. It’s going to be one heck of a ride!

In the competitive world of franchising, operational efficiency is paramount to sustaining growth and maintaining a competitive edge. One of the most effective ways to achieve this is centralized data management. By consolidating all franchise data into a single, unified system, franchises can streamline operations, enhance decision-making, and foster better communication across all levels of the organization.

The Pitfalls of Decentralized Data Management

Decentralized data management, characterized by disparate systems and scattered information, poses significant challenges for franchise businesses. When data is stored in multiple locations, it creates silos that can lead to inconsistent information, miscommunication, and delayed decision-making. These silos can inhibit a franchise’s ability to react quickly to market changes or internal issues, ultimately impacting performance.

Decentralized systems can also complicate compliance processes. Without a central repository for critical documents and records, tracking and managing compliance-related activities such as FDD administration, renewals, and contract management becomes cumbersome and error-prone, increasing the risk of legal issues.

The Advantages of a Centralized System

Centralized data management solves these challenges by providing a single source of truth for all franchise-related information. Here are some key benefits:

1. Enhanced Efficiency and Decision-Making

With a centralized data management system like FranConnect Info Manager, franchise operators can access all necessary data from one platform. This accessibility enables faster, more informed decision-making, as all stakeholders have a consistent and up-to-date view of the franchise’s operations. By eliminating the need to consult multiple systems, franchises can significantly reduce the time spent on data retrieval and analysis.

2. Improved Communication

Centralized systems facilitate better communication across the franchise network. By storing and tracking critical data for each unit, owner, and legal entity in a unified location, franchises can easily share information across the organization. This transparency ensures alignment on unit status and history, fostering a collaborative environment where everyone is on the same page.

3. Streamlined Compliance Management

Effective compliance management is critical for franchise success. Centralized data management simplifies this process by automating compliance workflows and providing reminders for critical tasks. Tools like FranConnect Info Manager help franchises proactively manage compliance, minimizing the risk of human error and ensuring that all legal obligations are met efficiently.

4. Better Multi-Unit Management

Managing relationships between franchise owners and their units can be complex, especially for multi-unit franchises. A centralized data system simplifies this process by tracking relationships between owners and their units, making managing and analyzing multi-unit operations easier. This clarity helps franchises optimize their strategies for growth and scalability.

Real-World Examples of Success

Consider a franchise that adopted a centralized data management system to address its operational inefficiencies. Before the implementation, the franchise struggled with delayed decision-making and compliance issues due to its fragmented data systems. After integrating a tool like FranConnect Foundation, the franchise experienced a notable improvement in operational efficiency. Compliance tasks were automated, reducing legal risks, and communication across the franchise network became seamless, leading to quicker and more strategic decision-making.

In another example, a multi-unit franchise leveraged centralized data management to streamline its multi-unit operations. Having a clear view of each unit’s performance and a solid relationship with the franchisor, the franchise could make informed decisions supporting growth and enhanced competitiveness.

Conclusion

In today’s fast-paced franchise landscape, centralized data management is not just a luxury but a necessity. By adopting a unified system to manage franchise data, businesses can overcome the challenges of decentralized systems, ensuring efficiency, compliance, and robust growth. Tools like FranConnect offer franchisees the opportunity to harness the full potential of their data, paving the way for enhanced performance and sustained success.

Have you considered that when building your “tech-stack” that it can be very much like owning a house. Initially you tackle several DIY projects such as painting, replacing carpets, or remodeling your kitchen. But over the course of time, you recognize that your needs will go far beyond physical aesthetics. The question becomes “do you keep patching things up with single-point technology solutions, or do you go all in with a platform that’s built with the end in mind?”

It’s Time to Calibrate Your Technology.

Revisiting the DIY theme, just like your home, technology isn’t something that once it’s set up you can forget about it. You need to think about ongoing maintenance. Starting off, we’ve all been there, and have grabbed a few single-point technology solutions to address immediate issues and needs. It is practical like fixing a faucet that drips vs. overhauling your plumbing system. But as you begin scaling your brand, these Band-Aids begin to reveal their limitations. It’s simply untenable trying to manage all your disparate tech tools. You’re likely to experience more headaches as your operations just feel disjointed.

The Benefits of a Platform Solution

As you consider moving to a platform solution, you’ll find that it can provide you with a cohesive solution where everything resides under one roof, where you’ll have the ability to integrate your operations, sales, training, royalty management and more becomes a unified system that’s designed to scale with you. And you’ll often find that this saves you more dollars through consolidation.

The brilliance of a technology platform is that it delivers true synergy – where a single, streamlined process will create far greater efficiency. The bottom line is that all facets of your technology will work better together. It also improves your users’ experience. It’s just too much asking your users to log into a dozen different tech solutions – all which behave differently.

Is it Time to Consolidate your Technology?

Sooner or later, every multi-location business will face a moment of truth. When you consolidate onto a single platform, you are making the choice to bring order to chaos. This change isn’t about minimizing the number of tech solutions you use, but about using a purpose-built solution that meets your specific challenges, goals and objectives. It is the difference between generic one-size-fits-all tools opposed to getting something that fits you like a glove.

Consider the success of Zoom. It wasn’t just about making phone calls, but envisioning how we connect. Your technology shouldn’t just “work”; it should accelerate moving your brand forward. You can see evidence of this in that 20 FranConnect customers make up the top 50 franchises listed in the 2024 Franchise 500 following their leap to a platform that is specifically designed for franchising success. Additionally, multiple FranConnect non-franchise customers have also been listed as some of the fastest growing brands in their respective industries.

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Only One Way to Coast, and That’s Downhill

In my experience, one of the greatest concerns that brands face is the fear of being left behind. Whether you’re an emerging brand, or a large enterprise system, you have the opportunity to move towards technical maturity now. By moving forward with a platform solution vs. siloed single-point solutions, your brand will position itself for accelerated growth, greater efficiencies, and enhanced competitiveness. Technology is advancing at such a rapid pace, that the strategic integration of technology is much more than an operational advantage, it will be the hallmark of sustainable success.

Most of us are past the point of thinking, “What would we do without the internet?” It’s transcended novelty to become, simply, a normal part of life. As a franchisor, you understand the necessity of harnessing the power of online marketing for your units. One way of doing this is setting up a Google Business Profile for each.

With Google Business Profiles (GBP), potential customers can absorb everything they need to know about a business without a single click after the initial Google search. Explore Google Business Profile features and how to list your franchise locations on Google.

What Is a Google Business Profile?

A Google Business Profile appears on the right side of your computer screen when you Google a business. On a mobile device, it will appear near the top or at the top of the search engine results page (SERP). GBPs reveal vital information about a business, such as:

• Location
• Hours of operation
• Phone number
• Website
• Service area

Creating Google Business Profiles is essential for improving local search engine optimization (SEO), which helps local businesses rank higher in SERPs. Each of your franchise units should have its own Google Business Profile. When customers search for your business, they’ll find a location nearest them. For example, a person on a work trip might Google their favorite hometown chain restaurant to find a dinner spot.

Helping your customers find locations near them that serve their needs can boost leads and sales for your franchise units.

How Google Business Profiles Can Benefit Franchises

Google Business Profiles are beneficial for businesses in any industry. Take these examples:

• Gyms: Those who belong to a gym with multiple locations may need to find somewhere to work out when they’re out of town for a work trip or headed to college. Additionally, prospective members can Google local gyms to find the closest one to them before signing up.
• Salons: Before making an appointment, people may Google a salon to see their hours and service areas.
• Restaurants: From a GBP, restaurant attendees can call for reservations, scan reviews and look at photos of dishes.
• Stores: People needing groceries or a new sweater in a pinch can find an open shop near them with one Google search.

Take a look at some of the features of Google Business Profiles that can benefit franchises.

Call Directly From the Listing

Google Business Profiles often have two places viewers can click to call — a button directly below the franchise name and a clickable phone number further down in the listing. Whether people have a question about a prescription, an appointment, holiday hours or specific services, all they have to do is Google the business name to find a phone number.

Request Directions to the Franchise Location

Clicking the “Directions” button under the franchise’s location leads viewers to Google Maps, where they can get directions to a business. This feature is especially convenient for travelers, people who have recently moved or those of us who aren’t great with directions.

Ensure Brand Consistency

Click to View the Franchise Website

Another button is the “Website” link, which leads directly to the company website. Easy access to a business website allows users to explore products, services, sales and company information when they don’t know a URL by heart.

Leave Customer Reviews

Reviews are one of the most valuable components of a Google Business Profile. Google displays an average star rating near the top of the listing, and farther down, individuals can browse these reviews, as well as company responses to them. People can also write reviews, which makes interacting with a brand easy.

How to Create a Google Business Profile for Your Franchise

You can create a Google Business Profile via Google Maps. After signing into Google Maps, choose between these options:

• Use the search bar to search your company address and click “Add your business” on the left of the Business Profile.
• Click “Add your business” after right-clicking anywhere on the map.
• Click the menu in the top left of the screen, and click “Add your business.”

As mentioned, you’ll want to create a Google Business Profile for each one of your franchise locations. Make sure to enter the company name exactly the same for each GBP — you should not change the business name unless your company’s real-world names vary based on location. The business category should also be the same for each franchise unit.

To edit your business profile on Google, search for it on Google Search or Google Maps and click “Edit profile.” From here, you can update your hours, change your phone number, or add or remove photos from your Google Business Profile.

How to Add Users to a Google Business Profile

You may not have time to manage every GBP yourself — and that’s OK! You can designate people to manage specific profiles. The owner creates the account and can invite other users to become owners and managers, the difference being that only owners can add or remove users.

To add users to your Google Business Profile:

1. Click “Menu” on your Business Profile.
2. Click the symbol for adding users in the top left.
3. Enter a name or email address.
4. Choose “Owner” or “Manager” under “Access.”
5. Click “Invite.”

How to Add Social Media Links to Your Google Business Profile

Social media is a fantastic place for users to learn more about your franchise units. In some regions, you may be able to add your social media links like your LinkedIn profile to your Google Business Profile:

1. Click “Edit profile” on your Google Business Profile.
2. Navigate to “Business information” and then “Contact.”
3. Click “Social profiles.”
4. Click the down arrow for a drop-down menu of possible social media links.
5. Select the profiles you’d like to add, and add the link to your profile.
6. Click save.

How to Optimize Your Google Business Profile

Once you’ve created your GBP, the next step is to optimize it. Start with these tips:

• Ensure everything is accurate: Inaccurate information may result in franchise units not showing up in SERPs or customers showing up to a business when it’s closed. Ensure all information is accurate for the best online experience.
• Add images: Photos give people a glimpse into a company’s interior or confirm a business location is where they think it is. Photos can also show menu items and products.
• Ask for reviews: Honest reviews can tell you what one franchise is doing well and where others can improve. Make sure to have your GBP managers respond to all reviews — not just the positive ones.
• Link to social media profiles: When prospective customers want to learn more about a business, there’s no better way than through a Facebook or LinkedIn page.
• Utilize the post feature: Posts allow businesses to update customers about information like sales, changes in hours or updated phone numbers.

Boost Your Franchise Sales Performance With FranConnect’s Software

As a franchisor, your goal is to see growth in all of your franchise units. To help this overwhelming job become a reality, many franchisors turn to FranConnect.

Contact UsFranConnect is the leading franchise management software that helps businesses drive growth and improve operational performance. Request a demo from FranConnect or call 833-438-7523 to connect with one of our franchising experts and see how FranConnect helps companies grow 44% faster on average than the broader franchising market.

It may have started as a fun way to pass the time, but today’s social media environment provides one of the best forms of advertisement for modern businesses. It reaches users of all kinds, including potential franchisees. Social media offers several advantages if you want to convince people to become franchisees for your organization. It’s affordable, easy to use, and full of resources.

Still, you’ll need to know how to use it effectively. Each platform excels in different areas, and social media advertising differs from posting, though both have their place. If used correctly, social media can drastically improve your ability to reach and attract more franchisees.

Popular Social Media Platforms for Franchisors

Before we discuss using social media for franchise advertising, let’s review the major platforms and their differences. Understanding your options can help you choose the best ones for your audience. Facebook, Instagram, LinkedIn, Twitter, and TikTok are some of the most common platforms, each offering unique features and user demographics. Understanding these specialties can help you create more targeted content and maximize your platform reach.

1. Facebook

Facebook was one of the first social media websites to take the world by storm. As of January 2023, it had almost three billion monthly active users. It’s infamous all over the planet, especially in places like India, the United States, Indonesia, and Brazil. Although Facebook is still largely populated by younger crowds—primarily in the 25-34 age range—it appeals to all age groups.

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Popular ad formats on Facebook include photos and videos in the user’s feed and stories that take up the whole screen, showing up between user-generated stories. Posts are also highly versatile, as you can share photos, videos, links, slideshows, and much more when using Facebook for franchises.

2. Twitter

Twitter is another social media behemoth focusing on short, text-based updates. According to one estimate, 7.4% of all eligible people worldwide use Twitter. That number includes people over 13 who do not live in China, where the platform is blocked. Advertisers can potentially reach 372.9 million users.

Posts on Twitter, called Tweets, can include text, photos, videos, links, and hashtags, which are used to tag a post as being related to a specific topic. For example, a basketball game might have hashtags with the team names. Twitter has a significant focus on news, often issued directly from journalists and organizations. Using Twitter for franchise advertising can be a great way to connect with specific communities.

3. LinkedIn

LinkedIn is a career-focused platform designed for networking with other professionals in your field. As of April 2023, marketers could see a potential reach of 922.3 million users on LinkedIn ads. This platform has a relatively even distribution of women and men, with most users in the 25-34 age bracket. The 18-24 and 35-54 age brackets have about a fifth of LinkedIn’s users.

Unlike most other platforms, LinkedIn is almost solely dedicated to building careers, so your audience is likely already in the mindset of pursuing new business opportunities. You can create regular posts, place ads on the user’s feeds, put sponsored messages in a user’s inbox, or incorporate ads on the side of the page.

One unique way to promote your franchise on LinkedIn is with thought leadership. By publishing articles that show off your expertise, you can position yourself as a trusted partner and get your name out there.

4. Instagram

Instagram is an image- and video-based platform owned by the same company as Facebook. It has over two billion monthly active users, 60% of whom are 18-34 years old. Many users post personal updates, and influencers are popular on Instagram, promoting products through their content. Companies might post photos of their products, graphics to promote deals, or videos highlighting their process or team culture.

When using Instagram for franchises, you can make standard posts, which include photos, videos, and carousels with multiple images or videos. As with Facebook, you can place Instagram ads in the user’s feed or between stories, which are full-screen videos or photos, only visible for 24 hours. Reels are similar but stay up forever, like a regular post.

You might find Instagram a good match if you have a franchise focused on aesthetics, such as a photography studio or a wellness workshop. As a platform driven by visuals, its users often appreciate high-quality stylistic content. Still, it’s used by many people for different purposes, and its demographic tools can help you find the right audience.

5. TikTok

Like all of the apps on our list, TikTok is hugely popular. In 2023, it had 113.2 million users in the United States alone. It focuses on short-form videos, often accompanied by music. You’ll see skits, dances, educational content, clips from larger pieces of content, storytelling, and many other types of content.

One aspect that makes TikTok stand out is its young user base. As of September 2022, most content creators were 18-24 years old, contributing to TikTok’s popularity among Generation Z and Millennials. Keep this audience in mind when using TikTok for franchise ads. Videos tend to be more lighthearted, so this platform could be a great way to promote a fun franchise like a toy store, donut shop, or cafe.

How Franchisors Can Leverage Social Media

Social media offers a lot more than just an advertising space. It’s a place to engage with your audience — in this case, people who could open a franchise. It can also help you develop your brand image. First, it’s important to note the difference between paid advertisements and posting content:

• Standard posts: When you have an account on these social media platforms, you can post content like anyone else. Depending on the platform and your following, this content might get significant reach, but it might not. You could post organizational news, link to articles on your company blog, or highlight an outstanding franchisee. These posts are free to make, but increasing reach might call for tactics like using hashtags or having users share your post.
• Advertisements: The other option is to use advertisements. Ads often look similar to regular posts because they’re designed to look cohesive to the user. The difference is that you pay for these posts to get pushed to specific audiences, and you may have access to particular formats. Many platforms also give you comprehensive analytics with advertisements to help you learn more about your strategies.

Using Ads on Social Media

Some platforms, like Facebook and Instagram, let you promote or “boost” a standard post, making it function more like an ad. It will appear on users’ feeds but still looks like a regular post, sometimes with text marking it as boosted content. Most businesses do best with a healthy mix of organic posts and paid advertisements. Your ads help you reach more people, while posts develop your brand image and help you engage with customers.

Ads can also help you differentiate your content for potential franchisees from content for customers. If you don’t want to fill your company’s profile with posts about opening a franchise, you could put this messaging in ads, which will only show up to the specified audience.

Using ads involves more than making regular posts because you’ll need to choose who to target and how you’ll pay for the ads. Most platforms guide you through the process. For example, the Facebook Ads Manager asks you to choose an objective, such as brand awareness, engagement, or conversions, so that it can make suggestions accordingly.

Next, configure your target audience. It might take some trial and error, but you have many options. Analyze the demographics of your existing franchisees, looking at factors like age, gender, income, and hobbies. Targeting similar people can help you focus on the most qualified prospects.

Pricing varies between platforms, but you’ll typically set your budget and the timeframe for which you want to run the ad. The platform will keep delivering your ad to customers until it meets the budget. You can choose from many different pricing structures. It’s worth learning more about your options if you plan to invest heavily in social media advertising.

With these different posts defined, let’s look at some of the ways you can use social media for franchises.

Social Media Leads

A great way to use franchise social media marketing is to generate leads. As you reach more people with posts and ads, you can facilitate deeper connections and urge people to take action. You might end a post by telling people to message you directly, or you could push an ad that links to a webpage with more information on opening a franchise location.

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Social media’s expansive reach and diverse formats are ideal for generating leads, especially with granular audience targeting capabilities, which you can use to find more potential customers who wouldn’t otherwise see your brand.

Generating leads relies on collecting information. In other types of advertising, users might have to go through many steps to give you their information, like finding your website and filling out a form. Social media makes it much easier for them to connect with you. Your posts appear on their feeds, and their details are ready to share from their profiles. Between comments on posts, direct messages, phone numbers, and links to your website, social media lets users reach you in many ways.

Social media also helps you make the most of your leads through nurturing and conversion. It can nurture leads by helping you build relationships with them and support conversion with relevant, natural prompts. Use your calls to action to spur people along in the sales journey.

With so many ways to use social media, keeping track of leads can get complex. Use a franchise management platform with resources to manage your social media interactions. Good management is essential for following through with all of your leads and effectively guiding them through the sales funnel.

Tracking Performance and ROI

Most social media platforms offer analytics tools to help you understand your performance and maximize the return on investment (ROI) of your ad spending. Like other analytics platforms, these tools collect data on how users interact with your posts — whether organic posts or paid ads — and generate metrics you can track. You can use these metrics to assess your progress toward specific goals.

For instance, if you use social media to increase engagement, you could monitor the number of views your posts typically get. You might also track conversion rates to attract potential franchisees based on how often users contact you after seeing an ad. Metrics can ultimately tell you if your tactics are working. If not, they might point you in the right direction.

Some of the areas in which you can benefit from social media marketing for franchises include:

• ROI: If you spend time on social media, paid or not, you want to know that it works. Metrics can accomplish this task. They can help you show the efficacy of your social media activity to stakeholders by displaying exactly how many people your ads and posts reach.
• Decision-making: Metrics can provide insights into your content’s performance, allowing you to change strategies if necessary. They point you in the right direction and guide you toward better results.
• Social listening: A more qualitative way to assess social media activity is to track common topics being discussed. Pay attention to the conversation. The insights might help you improve your offerings or learn more about your audience. For example, you might know that many franchisees are confused about how opening a store works. Making content that explains the process could help push them toward franchising and boost conversions.

While social media platforms offer insights into your performance on that platform, they don’t show you the bigger picture. Plus, navigating to the individual platforms can be time-consuming and cumbersome. A franchise social media management system can pull data from all your social media platforms, providing a comprehensive picture that lets you drill down into specific platforms and demographics. FranConnect, for instance, can integrate data from all major social media platforms to help you plan your outreach and engage more potential franchisees.

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Finding potential franchisees can be difficult, but social media offers the ideal environment for reaching new people. With granular targeting capabilities and various format options, social media can help you generate high-quality leads and grow your franchise. Managing multiple platforms and types of advertising is a great way to cover your bases, but you need the right resources for tracking performance and nurturing leads across platforms.

FranConnect is a comprehensive franchise management system with many social media tools to help collect metrics, identify your target audience, track leads, and more. Integrate your franchise’s social media platforms to see the whole picture and meet your goals. Request your demo today to see FranConnect in action and learn more about how it can help you tackle social media management.

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