Advice for Franchise Companies and Franchisees Who Are Members
by Evan Hackel
In 2001, I made a discovery that reshaped my approach to management: our fastest-growing franchisees were all members of our Franchise Advisory Council. Initially, I assumed their success stemmed from being better informed. But I soon realized it went deeper – they felt ownership of our initiatives and embraced system-wide priorities. I wanted every franchisee to be part of the council, but since that wasn’t feasible, we created multiple councils focused on Training, Marketing, Product, Communication, Convention, Sales, and Innovation. But all those individual councils were built on the following core principles.
For Franchise Companies: Best Practices for Effective Councils
Advisory councils are incubators for innovation and engagement. Franchisees who participate feel heard and become more invested in the system’s success.
- Avoid using councils as a rubber stamp for management decisions
- Include a diverse mix of franchisees
- Encourage active participation from management without stifling ideas
- Prevent any one person from dominating discussions
- Use breakout groups during meetings to foster broader input
- Tailor meeting frequency and format to your council’s makeup
- Create specialized councils for areas like marketing, sales, and technology
A well-run council not only improves your franchise’s operations but also strengthens its culture and long-term success.
For Franchise Companies: Build Advisory Councils to Drive Growth
A well-run advisory council is a powerful tool for continuous improvement. It helps you:
- Recruit franchisees who align with your vision
- Strengthen your brand
- Develop market-leading products and services
- Foster motivated franchisees who support your mission
- Leverage technology to boost efficiency and sales
- Expand into profitable regions
- Launch effective marketing campaigns
- Adapt to regional business realities
- Turn franchisees into enthusiastic recruiters
For Franchisees: Make the Most of Your Council Role
Congratulations. You’ve been invited to join your franchise’s advisory council! Whether you have been appointed by your franchisor or elected by peers, this is both an honor and a responsibility. You now have the opportunity to shape your franchise system and grow your own business.
In my experience, advisory council members are often the fastest-growing franchisees. Why? Because they’re engaged, informed, and connected. You’ll gain direct access to upper management, share ideas, and build strong relationships with fellow franchisees. You’ll also become a brand ambassador.
Embrace Your Role as a Contributor
Advisory councils’ true purpose is to provide insight and contribute ideas. Focus on what’s best for the organization is a whole, with long-term thinking. Be a combination of practical and innovative.
Lead with Positive Energy
While it’s important to be honest, negativity can hinder progress. A positive, energetic attitude makes your contributions more impactful and helps your ideas gain traction. People are more receptive when they know you’re constructive and solution-oriented.
Empower Others
Occasionally, management will seek volunteers for special projects. Use these moments to nominate other capable franchisees – not just council members. This broadens participation and prevents burnout among council members.
Share Honest Feedback
It’s natural to want to avoid conflict, but your role is to inform, not to appease. If you have concerns, express them respectfully and offer solutions. Instead of saying, “That’s completely wrong,” try, “I have concerns I’d like to share.” Constructive honesty fosters trust and progress.
Stay Engaged
Your responsibilities include attending meetings, responding to communications, and completing assignments. Full engagement is essential – it’s unfair to others if you’re not actively participating.
Think Strategically
Avoid getting bogged down in daily operational issues. Your role is to think long-term and represent the entire franchise system, not just your own business. Strategic thinking helps shape the future of the brand.
Final Thoughts
Advisory councils are transformative. For franchisors, they’re a path to innovation, engagement, and growth. For franchisees, they’re a gateway to leadership, connection, and success. When both sides embrace the opportunity, the entire system thrives.
About Evan Hackel Evan Hackel is a keynote speaker, author, and consultant who has launched over 20 businesses and managed brands with systemwide sales exceeding $5 billion. He is the creator of Ingaged Leadership and CEO of Ingage Consulting. Learn more at www.evanhackel.com.