Real Estate Investor August 2022 | Page 187

but it won ’ t taste the same – from a customer ’ s perspective – as the chicken sold at the other franchises . It breaks the brand consistency and affects customer loyalty .

THE INDIVIDUAL & THE BRAND

The franchise owner needs to be respected as an individual by the franchisor , while the franchisee also needs to see the whole brand as one big picture that he or she fits into . In relationships and in business , this is where most of the challenges start . It ’ s a fine balance to find individuality within a partnership . It is important for franchise owners to be strong enough to succeed on their own , but within the processes and policies of the bigger brand . It truly affects the greater whole if one goes rogue . A few years back , there was a fast-food outlet that took a major dip in revenue because one rogue franchisee decided to clean chickens in the public eye instead of following the brand ’ s procedures .

NO ONE LIKES NEEDY

Another relevant comparison , especially in the business of franchising . The franchisor ’ s role is to support , guide and consult . They are not meant to ‘ take the wheel ’. In this relationship , the franchise owner should be the driver and the franchisor the co-pilot , giving directions to get to the desired destination : success . This definitely works both ways . It is incredibly crippling when franchisees expect too much from franchisors . It is just as crippling if the franchisor wants more than a franchisee can give . Both parties need to focus on their roles and responsibilities so they can complement each other . The franchisee is in charge of the individual business , the
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