Franchise Focus


Helping to succeed


Franchisees receive a high-quality training programme and a strong support network with McDonald’s following a thorough recruitment process. Here, franchisee consultant Marcus Crossman discusses his role and the support he provides to his franchisees


INVESTMENT LEVEL: £85,000*


franchisees within my group are up to date with the latest developments within the McDonald’s system and to act as a brand guardian, making sure our core values are never compromised. No two days as a franchisee consultant


are the same and in a typical week, there’ll be a mix of support meetings, restaurant visits and franchisee group training sessions. Unplanned restaurant visits help me to understand where the restaurants’ priorities lie and how I can best work with franchisees and their restaurant teams to devise strategies that will continue to improve the performance of their restaurants. When I’m not out and about in


restaurants I have some time allocated each week for admin and other office duties, such as writing up visit reports for franchisees. There are also opportunities to develop my skills and knowledge by meeting key department leads within the business to introduce new systems, designs and procedures for my franchisees to consider and implement. A strong feeling of partnership is key to


– working together to achieve shared success for the brand and for the individual’s business. Businessmen and women who progress


“A


through the McDonald’s franchisee recruitment process benefit from a first-class training programme that gives insight into our successful and highly regarded business model and offers support from a network of McDonald’s employees in various departments. This support structure can help with everything from seeking permission for renovating premises or extending opening hours to advising on stakeholder engagement and opportunities for local networking. As a McDonald’s franchisee consultant


my role is twofold: firstly I support the franchisee and their business to ensure


104 | Businessfranchise.com | June 2012


relationship with a franchisor is not just about agreements and targets. It’s a partnership


“the support structures that we have in place give our franchisees the confidence to continue to invest in their business and see it as a long-term venture”


that both get good returns on their investments, and secondly I help to ensure that each restaurant delivers exceptional quality, service, cleanliness and value that fulfils the brand promise made by McDonald’s. I am the bridge between the two business partners – McDonald’s and the franchisee. I work with three franchisees and I speak to them all at least a couple of times a week about a range of business matters – weekly performance reviews, employee training opportunities and other things. It’s my job to ensure that


any successful franchisee relationship and at McDonald’s we view our franchisees as true business partners. There needs to be mutual trust between each party, as this fosters open and honest communication and gives my franchisees confidence in my ability to provide sound and trusted advice. Occasionally I will have to present a business challenge to a franchisee which isn’t enjoyable but it is something we work through together. Sometimes I’m an advisor, sometimes a friend, but I always remain balanced in my approach and ensure that the right course is taken for the benefit of both McDonald’s and the franchisee. Becoming a McDonald’s franchisee is


a serious commitment and the support structures that we have in place give our franchisees the confidence to continue to invest in their business and see it as a long-term venture. Ultimately, we want our franchisees to succeed. My primary aim as a franchisee consultant is to add to the business’s continued success, and if my franchisees are happy, and their


restaurants are thriving, then that’s my job done well.” n


*As a guide, the cost of a restaurant typically ranges from £125,000 to £325,000. You will need to provide at least 25 per cent of the value as unencumbered funds, the remaining 75 per cent can be funded through a bank loan with favourable funding terms.


MCDONALD’S WEBSITE: www.mcdonalds.co.uk/franchising


Investment: £50k-£100k


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