2015 AFDR Highlights: Franchisors Exceeding Goals

By: Eddy Goldberg
Published: June 15th, 2015

This newsletter continues to present highlights from the 2015 Annual Franchise Development Report (AFDR). The 2015 AFDR is based on responses from 139 franchisors representing 36,313 units (32,693 franchised and 3,620 company-owned).

This week: franchisors exceeding goals.

As usual, the franchisors who exceeded their goals focus on the fundamentals - and on executing them at every level, every day, with every customer. Among this group of franchisors:

• half (48 percent) used a qualifier, up from 30 percent the previous year and up 35 percent from 2 years before;
• 9 out of 10 (87 percent) provided FPRs, also up from previous years; and
• one-third (double the number of the previous 2 years) have shortened their sales cycle.

Franchise brands in this category also increased sales staff, used brokers, and mystery shopped both their own sales team and those of the competition.

Franchisors not in this category should consider adopting some or all of these practices in the years ahead - or risk falling behind.

Service brands remained far and away the largest sector to report exceeding their sales goals. Food and retail food held mostly steady, and those in the retail category dipped by about half from the 2 previous years.

How To Order

The complete 2015 AFDR, with analysis and benchmarks, is available for $199. New for 2015 is a 5-video package that includes videos of presentations from this year's Leadership & Development Conference. The package, at $299, also includes the 2014 AFDR for comparing year-to-year survey results. For ordering information, call Sharon Wilkinson at 800-289-4232 x202, email sales@franchiseupdatemedia.com, or visit franchiseupdate.vizigy.com.

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