CEO Q&A: How Do You See the Future of Your Brand Post–Covid-19?

As part of our ongoing special coverage of Covid-19 and its impact on franchising, we’re asking franchise leaders how they’re responding to Covid-19 at all levels of their business. Below 4 franchise executives speculate on a post-pandemic world. If you have a story to tell about what you’re doing to support your brand, franchisees, customers, or suppliers please email us at stories@franchising.com.

Debi Lane, CEO, LunchboxWax

Our brand was built for times of recession. In fact, I started this business during the economic downturn that started in 2008. We have a sustainable culture and fully expect to bounce back quickly, and better than ever! LunchboxWax is in a great space: hair keeps growing and people want it removed! People want to have a reprieve and take care of their grooming needs. They like the fact that it is in a hygienic and comfortable environment. Our business model is one of giving guests privacy. Our salon environments are conducive to physical distancing, just by the nature of our business. Salons are designed with the waxologists meeting a guest at the time of the appointment and immediately taking them into a personal suite. Even if the guest is a bit early, the intention is to never have guests waiting. This lends itself to a reception area that is limited in the number of people in one space. As I take a step back and reflect on the last several weeks, I have nothing but gratitude for how our LunchboxWax family has collaborated, laughed, cried, and supported each other. This is the core of who we are and is what we built this brand on – authenticity.

Frances Allen, CEO, Checkers & Rally’s

We believe that our mostly drive-thru-only model is well-positioned for the new normal, and our craveable food and value pricing have always made us successful, even during times of economic stress. We think that the drive-thru model will prosper as consumers continue to seek less interaction, and delivery will continue to increase. We’re also accelerating our efforts around ordering ahead options. We believe that consumers will continue to crave comfort foods like our Famous Seasoned Fries, burgers, and ice cream.

Roger Lewis, CEO, CMIT Solutions

In the near term, I do not think it will be uncommon for us to see a hybrid work environment consisting of at-office and at-home workers. This opens up a different set of solutions and needs for IT infrastructure. This will benefit our CMIT franchisees. I see the IT industry being stronger than ever. To go even further, I see the U.S. rising from this stronger than ever. In regard to CMIT franchise sales, history has also shown that when there is an economic downturn, franchise sales increase. There has never been a better time to become your own boss. As such, we are expecting strong third and fourth-quarter sales.

Roy and Tara Gilad, Co-Founders, Vitality Bowls

In the future, I believe we’ll be more adaptable to different pickup and delivery methods. When we emerge in the end, we need to use the lessons learned from this crisis to make us stronger as a system and as individuals. The challenges we are facing force us to be creative and quick to respond. We have seen great ideas come out of this — ideas that help give back to the community and bring us all closer together. Because we are deemed an essential business, we are able to provide our community with healthy food options and give back to medical professionals and first responders. I don’t think people will forget local small businesses that worked hard to provide healthy meals and other essential services during this challenging time.