3. Above all, build a solid brand
At its heart, franchising means entrusting other operators to give your brand the same love and care that you have. That’s impossible to do without first building a rock-solid brand identity, along with clear operational systems. Develop a standards manual for all parts of the business, Pizza Ranch’s Achterhoff says.
Rosati’s Pizza suffered through an early, failed franchising attempt. Franchised stores sported different logos. Experiences within each varied greatly. So, the chain’s leaders stepped back, attended franchising seminars and turned to franchising organizations for education and advice. “You have to have a system you can build on,” says Marla Topliff, president of Rosati’s Pizza. “You can’t just start opening stores without a system … We can’t be a franchise without being a restaurateur first. You need to have a good concept to sell first.”