Technology International: Views from around the globe

We reached out to international franchise specialists to find what technology franchisors are using to enhance their customer experience, franchisee relationships, and improve franchisee profitability.

Domino’s Pizza uses AI to improve its customer service, delivery, and quality—using an AI chatbot called Dom to take orders, track deliveries, and answer questions, and an AI system called Dom Pizza Checker to scan pizzas to ensure they meet quality standards.

McDonald’s uses AI to personalize its menu, drive-thru, and mobile app—using an AI platform called Dynamic Yield to offer customized recommendations based on factors such as time of day, weather, and location, and an AI voice assistant called Apprente to take orders at the drive-thru.

7-Eleven uses AI to optimize its inventory, pricing, and promotions—using an AI platform called Revionics to analyze customer data and demand patterns to adjust prices and offers in real time, and an AI system called Vera to automate its ordering process and reduce waste.

Starbucks uses AI to enhance its customer loyalty, engagement, and experience—using an AI system called Deep Brew to power its rewards program, mobile app, and personalized recommendations, and an AI assistant called My Starbucks Barista to let customers order by voice or text.

Internationally, franchise organizations are benefiting from technology by adopting solutions from suppliers such as FranConnect, which has partnered with Lumin.ai, a tech platform that uses conversational AI to convert leads into sales opportunities. They’ve also introduced an AI conversational bot that reaches out via SMS text messaging to franchise sales leads to book appointments, nurture leads, send reminders, and follow up with candidates who don’t show for booked appointments.

World Manager, based in Sydney, Australia, offers an LMS featuring gamification, which can be used for training and retraining existing employees on new products, improving employee understanding of company policies, improving compliance, and training employees on new software or technology. Gamification can be used to simulate sandwich assembly in virtual environments and provide instant feedback in the form of positive reinforcement or correction.

The view from down under

“Technology remains a key component of the franchisor’s value proposition to their franchisees and acts as a multiplier upon value crystallization at exit. That’s why it’s imperative for franchisors to stay abreast of technological advances,” says Barry Money, Group CEO of Australia-based DC Strategy Franchise Consultants.

“The labor shortage and very high minimum wage in Australia continue to affect franchise businesses. AI and machine learning are enabling real-time decision-making, automation of routine tasks, and facilitation of scheduling, rostering, and supply chain optimization. AI software such as ChatGPT is also complementing the content generation and marketing function. In short, more technology, fewer humans,” he says.

“Australian businesses have always been pretty keen on analytics. But predictive analytics is now taking great swathes of historical data and, combined with other technologies such as machine learning, turning that into business opportunities such as cross-selling, customer satisfaction initiatives, and demand and supply optimization.”

The view from across the pond

“Franchisors can greatly enhance the business efficiency and marketing success of their franchise through technology and AI-driven software. To get the most out of ChatGPT franchisors should continuously provide feedback to improve its performance over time. It is important to note that AI is not a magic solution, but rather a new asset to your balance sheet,” says Alan Bradley, franchise digital marketing strategist at The Franchising Centre in the U.K.

“One such software for franchisors is from Social Places (South Africa). This software manages all aspects of social media on platforms such as Google, Facebook, Instagram, Twitter, and LinkedIn. In addition, it links with review software Trustpilot to handle reputation, brand social pages, reviews, ads, and much more via AI, making it a one-stop shop for franchisors looking to improve their digital marketing performance,” he says.

“Another technology is from  Ziik (Denmark), which helps digitize franchise operations manuals in real time with video and other interactive features. Franchisors can use it to improve the training process for franchisees, ensuring they have all the resources they need to succeed. The search functionality allows users to rid themselves of lengthy email trails and WhatsApp groups. Its early success and affordability speaks for itself, having secured McDonald’s in Finland as a customer.”

The view from Singapore

“After Covid, there is a push from franchisees toward franchisors regarding technology being a key to maintain and attract customers. In Europe and in Asia, we see more brands investing in technology, not only in apps but also in other technologies. CRM technologies are increasingly requested by franchisees to monitor their customers,” says Olivier Guerrero, CEO at Franchise World Link in Singapore.

“Another request from franchisees is for self-ordering kiosks, where McDonald’s has been setting the standard. Customers love to use these kiosks, but also expect counter staff to be polite, friendly, and efficient. This has helped franchisees become better at handling operations and offering quick service,” he says.

“In large cities with millions of visitors from abroad, a self-ordering kiosk helps customers read the ingredients in their native language. Self-ordering also ensures the order is accurate and served with speed. Japan and Korea have hotels with kiosks for check-in, allowing franchisees to free up staff to serve customers better.”

William Edwards is CEO of Edwards Global Services (EGS) and a global advisor to CEOs. EGS offers a complete international operations and development solution for franchisors, based on experience, knowledge, and a team on the ground in more than 40 countries. Contact him at [email protected] or +1-949-224-3896.

Keith Gerson, president of franchise operations at FranConnect, has more than 45 years of executive-level expertise creating and building leading franchise systems. His most recent book is “The Franchise Book of Mentors.” To learn more, visit franconnect.com.