2017 AFDR Highlights: How Multi-Unit Franchisees Find New Brands
This is the ninth in a series of highlights from the 2017 Annual Franchise Development Report (AFDR). The 2017 AFDR, unveiled at the Franchise Leadership & Development Conference, is based on responses from 167 franchisors representing 60,989 units (51,789 franchised and 9,200 company-owned).
Participants in the survey consisted of franchisors that completed an extensive online questionnaire. Responses were aggregated and analyzed to produce a detailed look into the recruitment and development practices, budgets, and strategies of a wide cross-section of franchisors. The data and accompanying commentary and analysis provide the basis of the 2017 AFDR. (Ordering information is below.)
How multi-unit franchisees find new brands
- Trade shows – Nearly six in 10 (58 percent) of multi-unit operators said they attend trade shows to find new opportunities, a decrease from 67 percent the year before. Multi-unit franchisees attending our annual Multi-Unit Franchising Conference overwhelmingly said that networking opportunities with their peers to learn about new brands and the opportunity to meet with new brands in the Exhibit Hall were among the top reasons they attend.
- Trade magazines – One in two (50 percent) of respondents relied on trade shows last year, an increase from 36 percent the previous year.
- Personal experience with a brand – Nearly one in two (47 percent) respondents cited personal experience, up from 36 percent the previous year.
- Referrals from associates – Nearly one in two (47 percent) cited referrals from associates as a way they find new brands, a rise from 28 percent from the previous year.
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