Finding the Right Franchisee Fit for Your Brand

Finding the right candidate to take ownership of and operate your brand at the local level is a crucial decision, and one you want to get right every time. Having worked at Coca-Cola for more than 20 years and now at Pancheros Mexican Grill for four years, managing franchisees with diverse national experiences and determining who is a good fit for our company has become second nature. 

The right franchisee is more than someone who can “run a location.” When it comes to any brand, it’s important to seek out franchisees who want to help grow the company overall, share in your vision, and love your brand and their community. Having the necessary financial backing and a history in franchising are, of course, precursors of success, but some other qualities to look for include industry-specific and multi-unit operator experience, possessing an entrepreneurial and people-centric mindset, a passion for what you’re selling, the ability to simultaneously lead and be a team player, strict attention to detail, and an eagerness to succeed.

Here are some of the most important questions to ask when determining if a potential franchisee is a match for your brand, and if you’re positioning your brand as a beneficial partner: 

Does the franchisee have a track record of success?

It’s reasonable to assume that franchisees who have proven positive financial outcomes from previous ventures will continue on that same trajectory. These individuals are literally and metaphorically invested in your brand. 

Franchisees who also clearly demonstrate a history of involved operational leadership are more likely to take that same interest in your brand. When the values of franchisees and franchisors align, along with industry experience, systems are more easily understood, operations are led with intention, and goals are met. 

Is your brand maintaining a well-structured selection process?

While potential franchisees need to present themselves as the right fit for you, it’s just as critical to understand their needs and offer the capabilities to meet them. Franchisors should be forthcoming in their expectations for potential franchisees. Set clear financial requirements, offer realistic discovery days so that franchisees can gauge what a day operating your brand would entail, share the personality type you’re looking for in advance, and effectively communicate throughout the discovery process. 

Are you offering strong onboarding, training, and mentorship programs?

The most effective way to get a potential franchisee up to speed on your business is to provide them with thorough education and on-site training. By establishing clear policies, systems, and lines of communication, franchisees are situated to not only grow with your brand but expand on its footprint. Through shared understanding and a plan for growth, as well as instilling trust through programming and support, mutually beneficial, long-term relationships can be built. 

Are you using existing, stand-out franchisees as a tool to sell?

A company’s best assets are its people, especially those who are helping to build and grow the brand. Real success stories are tools a brand can use to connect with potential franchisees whose vision for themselves align. By highlighting relationships with existing franchisees that demonstrate ongoing, effective communication between the two parties, future franchisees who are a fit can see what it would be like to thrive within your company and look forward to reaping the benefits.

Is the candidate a good fit for your specific systems, operations, and needs? 

Does the franchisee initially meet your standards and requirements? This is key in maintaining consistency across all brand locations. It’s also important that your candidate is a fit for your local needs. Do they have a deep understanding of their market and its consumers? Are they willing to educate the market about your brand if needed? Do they possess the right marketing and tech skills needed for your models and/or this market? 

Ultimately, passion is just as important as the details on paper. A franchisee who clearly understands your mission and wants to further it is someone who will be an essential asset to your franchise team. Seek out individuals who love your product and want to see your brand thrive. There’s no doubt they will do everything they can to help you achieve your end goals.

Joe Gale is the director of franchise development for Pancheros Mexican Grill.