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A franchise brand is only as strong as its franchise owners. When individual franchisees thrive, the entire system benefits; customer satisfaction increases, brand reputation strengthens, and long-term growth becomes more sustainable. A profitable and engaged franchise network leads to greater brand loyalty, stronger unit economics, and a more attractive opportunity for future investors.
How can franchisors ensure their franchisees reach their full potential? It comes down to a few things: knowing their franchisees, fostering a culture of collaboration, and providing support to meet evolving consumer needs.
Franchisees come from a variety of backgrounds. Some may join the brand as a seasoned entrepreneur. Others are just stepping into the franchise journey for the first time from completely different careers. Coming to the U.S. as a young girl who didn’t speak English, I never imagined I’d own my own franchise.
My career initially took me down a different path in economic development, but after witnessing Sylvan Learning’s impact firsthand, I took a leap into franchising. I opened three franchise locations and five satellite ones, ultimately becoming one of the brand’s top performers and now brand president. I’ve learned the key to fostering success is meeting franchisees where they are and providing the right tools and guidance to help them excel within the business model.
Strong onboarding and training programs are essential. New owners should receive more of a hands-on approach, guidance with marketing strategies, and access to ongoing education and training to ensure they understand the core elements of running a successful business. Beyond those things, franchisors should try to offer peer mentorship and business development resources to keep franchisees engaged and progressing.
Another crucial aspect of understanding franchisees is actively listening to their feedback. Those operating the business day-to-day have direct insight into customer preferences, market trends, and operational challenges. Franchise systems that incorporate franchisee input into decision-making foster stronger relationships and build a more adaptable, resilient brand. When franchisees feel heard and valued, they become more engaged and motivated to contribute to the system’s success. At the end of the day, franchisors and franchisees are partners working toward the same goal, which is to continue growing a thriving, successful brand.
Franchise ownership can feel isolating without the right support network. One of the most valuable things a franchisor can do is create a culture of collaboration among franchisees. A strong franchisee network encourages sharing knowledge with one another, problem-solving strategies, and motivation to achieve bigger goals.
Franchise systems that prioritize network meetings and encourage mentorship programs give owners a space to learn from each other and share best practices. Allowing for an open dialogue among franchisees creates an environment of shared success, where one location’s innovation can help elevate the entire system. Franchisees who feel connected, heard, and supported are more likely to stay engaged, follow best practices, and contribute to the long-term growth of the brand.
The most successful franchises don’t just react to change, they stay ahead of it. A strong franchise brand continuously assesses what new products, services, or technologies can enhance the customer experience. Whether it’s integrating digital tools, refining marketing strategies, or upgrading services, keeping up with consumer behavior and market trends ensures franchisees remain relevant and profitable. This is a key focus of our parent company, Unleashed Brands, and has been game-changing for us since we were acquired by the platform company last year.
Providing franchisees with cutting-edge resources and data-driven insights empowers them to adapt to market demands, attract new customers, and drive revenue growth. The ability to modernize while maintaining the integrity of the brand is what sets apart thriving franchise systems from those that stagnate.
At the end of the day, a franchise system’s long-term success depends on the success of its franchise owners. Franchisors that focus on understanding their franchisees, fostering strong community connections, and continue modernizing the brand with the ever-changing customer market will build a thriving network of business owners who are invested in the long-term success of the brand. When franchisees win, the entire franchise system wins.
Susan Valverde is brand president of Sylvan Learning, the supplemental and enrichment education brand and part of the youth enrichment growth-focused platform, Unleashed Brands.