Challenge the Pros: Marita Swift on Using Technology to Improve The Quality of Franchisee Leads

How do you use technology to improve the quality of franchisee leads?

Marita Swift
VP of Strategic Growth
The Big Biscuit

At The Big Biscuit, technology and targeted strategy play a vital role in how we attract and qualify prospective franchisees. We start by using Placer.ai to help identify strong potential markets. Because we prefer franchisees to live in or near their territories, pinpointing areas where our brand can thrive is one of the first and most important steps.

Once a promising market is identified, we target key demographics with our digital marketing agency. We focus on ZIP codes that align with our ideal franchisee profile: areas where prospective owners are likely to match the values, experience, and financial requirements we seek.

As leads begin to come in, we use a streamlined website form to further qualify prospects and ensure alignment with our criteria. Key qualifications include:

• Prior franchising or restaurant experience
• Strong financial standing (income and net worth)
• Interest in a viable and available territory
• Alignment with our brand culture and values

Additionally, we expand our reach by building lookalike audiences from franchise events and existing networks to target highly qualified prospective owners.

Social media is a key tool for reaching restaurant operators and industry professionals exploring new opportunities. We position ourselves as thought leaders in the franchise community and recognize that meaningful relationships are critical to our brand’s success. We also build visibility through trusted industry platforms, like the International Franchise Association, Fast Casual, and FSR Magazine, where we engage with franchise listings and editorial content to boost awareness and generate new leads.

Our website, BigBiscuitFranchise.com, serves as a key destination for potential franchisees to learn more about our brand, model, and values.

Finally, we use a CRM system to ensure timely, personalized communication with prospects. Our CRM process supports regular newsletters and updates to keep prospects engaged. We also collaborate with national public relations partners to amplify our message and increase brand equity within the franchise and restaurant community.