By Jamie Izaks, President of All Points Public Relations
Franchise brands are currently swamped with external threats—regulatory shifts, extreme weather, supply chain shortages, and geopolitical conflicts are disrupting businesses today. Since long term planning can’t account for each threat, it is a good idea to have unpredictable challenges in mind when it comes to stakeholder communications. While business owners and franchise leaders can’t control these shifts, they can control how they communicate with key stakeholders about them.
A well-crafted communication strategy ensures transparency, preserves guest loyalty, and establishes your brand as an industry leader while cutting through confusion for customers, employees, franchisees and suppliers. This article breaks down a straightforward approach to delivering clear, confident messaging that builds trust, keeps operations running smoothly, and reinforces brand reputation in uncertain times.
Shaping the Story
Franchisees, customers and employees will hear about challenges to your franchise business one way or another—your job as a brand leader is to control the narrative and become a trusted voice. To build trust and confidence with key stakeholders, your message should be transparent and action-oriented. Avoid vague corporate statements that lack useful details.
Use this framework to craft a clear, effective message:
- Acknowledge the issue: “We understand that supply chain disruptions may impact the availability of your favorite products.”
- Explain the impact: “This means we will be [action or change] starting [specific date].”
- Provide action steps: “Here’s how we’re supporting you through this change.”
- Invite engagement: “We’re here to answer questions—visit our Q&A portal online or speak to a team member.”
While this framework provides a solid foundation, effective communication requires you to tailor your message to each audience. Customers need reassurance that their experience will meet their expectations, even when issues such as supply chain shortages, price increases, and safety threats arise. Franchisees and employees want clarity on how changes will impact their roles and the support they’ll receive.
A standout example of transparent communication is Patagonia’s response to supply chain disruptions. While it’s not a franchise, it still provides a solid communication example. When material shortages and transportation delays hit in late 2024, Patagonia didn’t just acknowledge the issue—it embraced its values in its response. Instead of leaving customers frustrated, Patagonia openly explained the challenges on its website and offered practical solutions, such as restock notifications and repair options over replacements. This approach not only reinforced Patagonia’s commitment to sustainability but also serves as a model for brands looking to navigate uncertainty with transparency and confidence.
By proactively addressing disruptions and reinforcing their core values, companies can position themselves as trusted voices within the industry. Take McDonald’s, for example—when rising egg prices became a major industry concern, the brand didn’t just reassure customers; it also spoke directly to the industry. Through a LinkedIn post from its North American Chief Impact Officer, McDonald’s clarified its stance on egg pricing, emphasizing its commitment to affordability and ethical sourcing. Engaging in the broader industry conversation allowed McDonald’s to establish itself as a leader, helping guide consumers and all stakeholders through the crisis.
Message Received: Choosing the Best Communication Channels
Even the best messaging will fall flat if it’s delivered through the wrong channel.
Face-to-face communication is a highly effective way to provide clarity and address concerns among employees, franchisees, and leadership teams. When a regulatory shift affects labor laws, wages, or operational procedures, consider hosting in-person or virtual Town Halls or anonymous Q&A sessions where staff can discreetly express concerns.
Customers frequently engage with brands across multiple digital touchpoints, making online communication a critical part of the strategy. Email messaging should be tailored based on audience segments. Loyalty program members, for instance, would appreciate acknowledgement of the changes while reaffirming brand commitment: “We’re making adjustments, but your perks are here to stay!”
Make it easy for customers to find answers by creating a dedicated FAQ page or a questions submission form on your website and social media channels. Give customers a direct line to voice concerns rather than an opportunity to make assumptions. Take it a step further by forming a communications task force dedicated to tracking social engagement and responding quickly to customer comments or questions. Addressing common questions keeps customers informed before they even walk through your doors.
Cracker Barrel’s response to rising egg prices is a great example of choosing the right communication channel. While some brands faced media backlash for quietly adding surcharges, Cracker Barrel leaned into its brand values and addressed the issue directly on Facebook, where much of its older customer base is most active. This strategic move helped them reach the right audience and drive engagement.
To connect with the broader franchising industry, brands can leverage strategic communication channels that extend beyond customer-facing platforms. For instance, trade shows and industry conferences provide opportunities to discuss pressing challenges and engage with peers on shared solutions. Additionally, other options like media interviews and thought leadership articles position executives as authoritative voices, helping to shape industry-wide discussions.
Public perception hinges on how well you control the narrative. Don’t let speculation fill the gaps—own your message. Post messaging in your owned channels and proactively reach out to media with clear updates, expert insights, or blog posts explaining how your brand is adapting to change.
Measuring and Adjusting Your Communication Strategy
In times of change, a well-executed communications strategy isn’t “one and done.” Brands that listen to their audiences, refine their messaging, and adapt their approach can turn challenging moments into opportunities to strengthen customer relationships.
One of the most important indicators of success is customer sentiment, which can be assessed through social media mentions, direct customer feedback, and trends in online reviews. A surge in negative sentiment may signal a need for clearer messaging or a different communication channel.
Engagement metrics also provide critical insights. Email open rates above 20% and click rates exceeding 2% indicate that messaging is capturing attention, but these numbers should guide ongoing improvements. A/B testing different subject lines, email formats, and framing strategies helps brands determine what resonates most. For instance, testing subject lines like “We’re adjusting to new regulations—here’s what it means for you” versus “Important Update: Industry Changes” can reveal which tone offers more reassurance and reinforces loyalty.
Franchise brands may not have control over disruptions, but they do have control over how they communicate those changes with key stakeholders. More shifts are likely on the horizon, but by shaping the narrative, choosing the right communication channels, and continuously refining their approach, brands can weather any unexpected change that comes their way.
Jamie Izaks is the President of All Points Public Relations, a franchise-focused integrated PR agency based in the Chicagoland area, www.allpointspr.com.