Industry: Restaurant
Type: Casual
Corporate vs Franchise: Corporate and Franchise
Number of Locations: 2,000
The Challenge
- To provide support to the franchise community with regard to local store marketing (LSM) at key seasonal touch points throughout the year.
- Develop a streamlined process by which the franchisees can participate.
Our Approach
Develop a calendar of seasonally relevant programs to offer throughout the year such as:
- Local Business Relationship Building
- Gift Card Support Programs
- Catering Support
- Signage Kit
- School Outreach
- Summer Fun Initiative
Establish a process for FMM’s and franchisees to opt-in via a streamlined platform.
The Results
- Achieved a 50% system participation rate in the first year, exceeding the expectation by 10%.
- Stores that participated saw a 5-12% increase in sales over those that did not.
- Utilization of LSM for the system increased exponentially as the tools were made available.
- Franchisees reacted positively to the calendarization which provided them with the opportunity to plan their budgets in advance.
Client Expectation: 40%
Achieved: 50%