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“Many of the Hilton Hotels is one, and recognisable brands assistance we feel necessary to equip them to
large, multi-
like this are extremely attractive to ambitious succeed, which will stand them in good stead
franchisees. Peter de la Perrelle, director of Peel whatever the state of the market. The signifi cant
national brand
Leisure, franchisee of the new Hampton by Hilton cost involved in joining us is a refl ection of the
names you Liverpool John Lennon Airport says: “One of the calibre of individual we wish to attract and the high
associate with
main reasons Peel Leisure decided to work with level of skills and techniques we impart, together
the Hampton by Hilton brand was the unparalleled with all the benefi ts derived from buying into a
the corporate
quality of bedroom product, which is by far the high-profi le brand.”
world are in fact, most superior offering in the market, as well as the To be awarded a high-level franchise, the
franchises...”
powerful marketing and distribution channels this selection process is often vigorous and very
brings us as a franchisee.” thorough. Domino’s Andy Hirst explains: “We ask
At this level in the franchising market, the them to speak to our franchisees and spend some
potential for signifi cant fi nancial gain clearly exists. time in a Domino’s store. Following that, we ask
Like any business, though, it can only be achieved them to put together a business plan, and if that’s
with some good old-fashioned hard graft. “The up to standard we then put them forward for an
benefi ts, longer-term, are fantastic,” says Andy Hirst, approval interview. If that goes well, we then ask
head of franchise development at Domino’s Pizza. them to do the three-and-a-half-week franchise
“One in three of our franchisees is a millionaire and development training programme in Milton
many of the bigger players are multi-millionaires, so Keynes. From that point, if they are going on to
the fi nancial rewards for hard work over three, four, buy a brand new store, we will send a specialist
fi ve to 10 years are outstanding.” in to work with them for five weeks to take them
This kind of success isn’t guaranteed in any through the opening process, recruitment training
business, though, so franchisors are at pains to and in-store work.”
point out, up front, what you get for your money. To understand this lesser-known area of the
Geoff Whittle, head of development at Prokill, market further, I talked to a franchisee, a franchisor,
stresses: “We provide our franchisees with the and a bank that specialises in franchising…
April 2010 www.businessfranchise.com
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