By Evan Hackel
Franchise systems thrive when all stakeholders – franchisees, franchisors, and staff – are aligned in purpose and passion. Unfortunately, many systems fall short, operating in silos rather than as cohesive, high-performing teams. The remedy lies in one key concept: engagement. But not just any engagement – true, systemic, and strategic engagement that transforms relationships and fuels growth.
Based on my decades of franchise leadership and consulting, here are the top seven strategies any franchise system can adopt to enhance engagement and create a healthier, more profitable network.
- Start with a Shared Strategic Vision
Engagement starts at the top – with a vision everyone understands and believes in. But don’t just dictate the direction. Involve franchisees and staff in shaping that vision. When stakeholders help create the roadmap, they feel ownership and pride. They don’t just follow the plan – they champion it.
Take the time to put your vision in writing, share it openly, and revisit it regularly. A clearly articulated, collaboratively built vision energizes a system and aligns all decisions with a common goal.
- Make Annual Conventions Unmissable
The annual franchise convention is your most important engagement event of the year. It’s not just a training or sales meeting – it’s a time to inspire, align, and connect. When convention attendance exceeds 90%, systems experience stronger communication, higher motivation, and measurable sales growth among attendees, compared to non-attendees.
But to get high attendance, the event must provide genuine value. Let franchisees participate in shaping the agenda, present new ideas, and showcase innovations. When franchisees see themselves in the event, they’ll show up – and the system will thrive.
- Launch Franchisee Networking Groups
Peer-to-peer connections are a powerful way to enhance engagement. Franchisee networking groups – organized regionally or by performance tier – create channels for sharing ideas, solving challenges, and fostering friendly competition. They empower franchisees to contribute to each other’s success and reduce dependency on the franchisor for every answer.
Yes, franchisors may fear negative discussions in these groups. But if a brand is listening and responsive, these forums become sources of insight – not dissent.
- Hold Regional Listening Tours
Franchise leaders often hear from only the extremes: the happiest and the most dissatisfied franchisees. That leaves out the valuable perspectives of the silent majority. Regional listening tours – where senior leaders meet with franchisees face-to-face in small group settings – are game-changers.
These tours help uncover real issues, build trust, and make franchisees feel heard. But they must be structured to avoid becoming complaint sessions. Come with thoughtful questions and a commitment to constructive dialogue.
- Create an Interactive Franchisee Intranet
Too many intranets are static and one-directional – tools that push out information rather than pulling in feedback. An interactive platform that enables forums, Q&A, real-time updates, and franchisee-driven content can become the digital heartbeat of your brand.
Encourage franchisees to contribute to best practice libraries, share success stories, and recognize each other. The more your digital tools reflect two-way communication, the more connected and engaged your system will be.
- Maximize the Power of Franchise Advisory Councils
Franchise Advisory Councils (FACs) are vital for giving franchisees a voice in decisions and direction. But their impact depends on how they’re run. Councils should represent a diverse mix of franchisees – large and small, new and veteran, from varied geographies. Terms should be staggered, and meetings must be well-structured and meaningful.
Importantly, don’t use FACs as rubber stamps. Involve them early in strategic initiatives. When franchisees see their feedback influencing real decisions, trust skyrockets – and engagement follows.
- Foster a Culture of Ingaged Leadership
The foundation of all these strategies is a leadership philosophy known as Ingagement. It’s more than listening – it’s about proactively involving people in shaping the business. It’s not about giving up control, but about earning commitment through collaboration.
Ingaged leaders ask for input, recognize ideas, and follow through with transparency. They build cultures where franchisees feel like partners, not just customers. This approach is especially critical when working with younger generations, who value inclusion, autonomy, and purpose.
Final Thoughts: Engagement Is Not Optional – It’s Essential
When a franchise system is engaged, it performs like a finely tuned orchestra – every part contributing to a common masterpiece. But engagement doesn’t happen by accident. It requires strategy, intention, and leadership that’s committed to listening, involving, and empowering.
If your franchise system isn’t yet operating at that level, don’t be discouraged. Start with one strategy, build momentum, and then layer in the rest. Because the stronger the engagement, the stronger your brand – and the more successful your franchisees will be.
About Evan Hackel
As an author, speaker, consultant, and entrepreneur, Evan Hackel has been instrumental in launching more than 20 businesses and has managed a portfolio of brands with systemwide sales of more than $5 billion. He is the creator of Ingaged Leadership, the author of the book Ingaging Leadership: The Ultimate Edition, and a thought leader in leadership and success.
Evan is the CEO of Ingage Consulting. Visit www.evanhackel.com