2019 AFDR Highlights: Recruitment Budgets

This is the first in a series of highlights from the 2019 Annual Franchise Development Report (AFDR). The 2019 AFDR, unveiled in late October at the 20th annual Franchise Leadership & Development Conference, is based on responses from 109 franchisors representing 34,058 units (26,838 franchised and 7,220 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 2019 AFDR. Ordering information is below. Conference attendees received a complimentary copy.

• Recruitment budgets: Average 2019 budget plans for franchise sales and recruitment (advertising and media expenses, not including brokers and employee compensation) among respondents was $186,818, with a median of $127,000. This is a decrease from last year, where the corresponding numbers were $202,462 and $140,000. While the budget numbers are down, they remain well within the range of planned spending during the previous 5 years.

Next time: Where the money goes, by category.

Ordering Information

The complete 2019 AFDR, with analysis and benchmarks, is available for $350. For ordering information, go to https://afdr.franchiseupdate.com or email your questions to [email protected].