Franchise Advice
“Conferences provide an arena for franchisors to encourage intra-group competition with awards and other forms of recognition”
competition with awards and other forms of recognition. For instance, awards for franchisees with greatest improvement in performance over the previous year, those who have achieved the greatest turnover, landed the biggest contract, etc. Also frequently well received and
recognised within franchising is pro-active franchisees making suggestions on how products, services and operations might be improved, developed, enhanced or even something entirely new. For an example of the latter take the case of McDonald’s
breakfast menu – kick-started by US- franchisee Herb Peterson’s ‘invention’ of the Egg McMuffin in the 1970s. Prompted by his fondness for eggs Benedict, Peterson developed the muffin in his own store and solicited feedback from company boss Ray Kroc – within 12 months it was a menu staple across the brand where previously breakfast diners had not been catered for. This sort of input is taken seriously
by many franchisors and indeed, is increasingly lauded as a means by which franchisees can make a valuable contribution for the benefit of the network as a whole. On the whole and almost without
exception, it has been my experience that franchisee conferences are a positive force within any franchised network. They help to create an esprit de corps, encourage the commercially ambitious to reach their potential, fire up those franchisees who
may be in the doldrums and motivate those who are under-performing. Franchisee conferences can be a very important tool in managing a franchised network and, as with everything else, if they are well planned and executed, can benefit all concerned. n
Manzoor Ishani
Manzoor Ishani is a Senior Consultant Solicitor with Sherrards (Solicitors), a commercial practice advising franchisors and franchisees in the UK and internationally. He has specialised in franchising for more than 30 years and is a former member of the Legal Committee of the British Franchise Association and is co-author of “Franchising in the UK”, “Franchising in Europe” and “Franchising in Canada”, and has helped UK companies franchise into more than 27 countries. Tel: +44 (0)1727 832 830 e-mail
mgi@sherrards.com www.sherrards.com
April 2012 |
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