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So, you’ve invested in your very own franchise! One thing you won’t have to worry about too much is the décor, the design, or the menu – taking out that portion of the guesswork is one of the major selling points of buying into a franchise rather than creating a restaurant from the ground up.
But just because you’re starting with a concept that isn’t yours alone, that’s no reason to let your creativity run dry – there is still plenty of work to do. As the owner of your domain, how do you separate yourself from the pack – especially when you could be competing with other franchises just like your own within the same city? How can your make your franchise feel like home to you, your employees, and your potential diners? We have a few ideas.
It All Starts with Great Employees
This should be a no-brainer, but it’s a concept that’s sadly lost on far too many franchisees: nothing can turn the tides of a franchise restaurant’s atmosphere faster than its service, for better or for worse. When you’re building your team, make sure you’re looking for enthusiasm along with experience. Then, keep that enthusiasm high by treating your employees well – no matter how tightly you run your ship, it can’t stay afloat without high morale and employees who are proud to be there.
After all, there may be multiple versions of your franchise within your city with food that’s pretty much identical. But when diners experience swift and friendly service at one location, and end up waiting an hour for their drinks in a half-empty dining room at another, it’s very likely that the service will make all the difference in deciding which version to visit when they want to return.
Reach Out to Your Community
In this economy, diners aren’t eating out quite as they were before. While they may swing by fast food joints multiple times just out of convenience and habit, it could take a little more work to get them into a sit-down franchise restaurant, especially one they’ve tried but didn’t necessarily connect with before. To separate yourself from the other franchises and position yourself as part of the community, you’ll need to meet your community halfway. Use both local channels and social media to offer specials, get to know the neighborhood, and connect with fans and potential diners firsthand.
Another great idea: get involved in a good community cause. Sponsor a Little League team, host a charity event, or connect with a quality fundraiser. A great example: every Thanksgiving, Original Pancake House’s Poway and Temecula franchise locations sell pies to raise money for San Diego charity Mama’s Kitchen. Not only is it a great way to get your name out there and help potential diners think of you as a community staple rather than a franchise transplant – it’s great karma.
Treat It Like It Was Your Own
Sure, you didn’t design your restaurant, but it’s a lot like renting an apartment –just because you didn’t draft its architectural designs, that doesn’t mean you can’t spruce the place up a little, right? The same goes for your business. Personal touches can add some unique interest to otherwise standard décor, whether it’s window drawings or wall hangings from local artists. Have some creative minded employees? Getting them involved in the process can be a powerful team building exercise.
Another no-brainer: no matter what you end up doing to the place, keeping it bright and fresh is crucial, and that applies to a lot more than just mean spotless dishes and silverware. Dingy tablecloths, dirty windows, and stained floors – these things may happen so gradually in your restaurant that you don’t even notice. But your diners certainly will, and it could just dissuade them from ever coming back. Don’t be afraid to shell out for a cleaning service on a regular schedule, and make sure your crew keeps the kitchen area squeaky clean.
