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When I speak to people considering investing in emerging franchise brands, they often express excitement at the opportunity to help build a brand from the ground up. Often, however, they need help to effectively assess the brand’s potential for success. “Will this brand be the next Chick-fil-A?”
Understanding the strategies that contributed to Chick-fil-A’s success can help you make an informed decision about whether a particular brand aligns with your goals and values and has the potential to become a success story.
In this article, I’ll share six key strategies that have made Chick-fil-A a household name and how you can apply them to evaluate new franchise options. Let’s examine what it takes to select a franchise that has the potential to become a success story.
See also: Chick-fil-A has the “slowest drive-thru” in the country, but it still brings in big wins
A strong brand identity
Chick-fil-A has a solid and recognizable brand identity built over the years through its focus on quality food, customer service and religious values.
As an entrepreneur looking to invest in a franchise, you can learn from Chick-fil-A and focus your search on brands that have developed or are developing a unique and compelling brand identity for their franchise. By creating a clear and consistent brand message that resonates with a target audience, business owners can create an emotional connection to the brand and attract loyal customers who are willing to pay premium prices for products. For an entrepreneur, this is the ideal scenario.
A limited menu works wonders
Chick-fil-A’s menu is relatively limited compared to other fast food chains. This allows the company to focus on perfecting a smaller number of items. As a business owner looking for franchise options, you may take note of this strategy and consider focusing on brands that offer a limited set of services to their customers. It really comes down to quality over quantity.
Limited services can also help manage overhead more efficiently and reduce operational complexity. Additionally, studies have also shown that limited menu and service options can increase customer satisfaction and loyalty. Brands that take this approach are finding that less is more when it comes to building a successful franchise.
See also: Chick-fil-A is about to sell its new chicken-free sandwich. What is inside?
emphasis on a specific niche
Chick-fil-A has built its success through its focus on chicken, a popular food item in the fast food industry. Emerging franchise brands can learn from this by finding a niche or specialty to focus on and where they can excel. This will help them stand out in a crowded market.
Developing and mastering a unique selling proposition can also generate a higher profit margin for you as a franchisee. By focusing on a specific niche, you as a potential franchisee can also target a specific customer base and make your marketing efforts more efficient. Work smarter, not harder.
Use strategic expansion
Chick-fil-A’s continued growth in the US and internationally is a major factor in its success. As an entrepreneur looking at different franchise options, it’s important to consider how a brand approaches growth. In addition to looking for opportunities to expand, you should also ensure that the brand is expanding responsibly.
As a prospective franchisee, you want to verify that the brand has the necessary support team and resources to sustain growth. On the other hand, stagnant or non-existent growth is also a cause for concern. As with Chick-fil-A, the key to growth is sustained expansion so the franchise doesn’t outgrow its supporting infrastructure.
By understanding the brands’ growth strategy, you’ll be better equipped to choose a franchise that has the potential to be as successful as Chick-fil-A.
Related: Chick-fil-A Franchise Costs and What to Know Before Investing
A focus on customer service
Chick-fil-A is known for its excellent customer service that contributes to a positive customer experience. As a business owner looking for franchise options, it’s important to look for brands that put customer satisfaction first.
Providing a welcoming and prompt service can help attract and retain customers for a franchise. Simple gestures can go a long way in creating customer loyalty and a positive brand image. Brands that invest heavily in employee training and incentives can foster a culture of exceptional customer service, leading to increased customer satisfaction, repeat customers and sales.
Additionally, building a reputation for great customer service can also lead to word of mouth and an overall positive brand image, which is critical to the success of any franchise.
Skilled in executing unique marketing campaigns
Chick-fil-A is known for its creative and unconventional marketing campaigns that have helped the company stand out from the competition and make waves. As an aspiring franchisee, it’s important to look for a brand that is constantly experimenting with new and unique marketing tactics to attract customers.
This can include using clever slogans and creating viral social media campaigns and events. By analyzing a brand’s marketing efforts, you can determine if it’s a creative approach to making it stand out in a crowded market, which can ultimately increase foot traffic and sales for a franchise.
Chick-fil-A’s iconic “Eat Mor Chikin” campaign is a great example of this. Using cows to advertise chicken instead of beef created a memorable and impactful campaign that is still being used 20 years later. Additionally, creating campaigns that tell a story or evoke emotion can also be a powerful tool to build a strong brand and connect with customers – crucial to the long-term success of any business.
Also see: 25 Interesting Facts You Should Know About Chick-fil-A
It’s important to do your research and not be swayed by sales pitches. Investing in an emerging franchise can be an exciting opportunity, but it’s important to ensure the brand you choose has the key attributes for long-term success outlined above.