Evan Hackel
Imagine your franchise as a finely tuned orchestra, where every member works in harmony under the guidance of a skilled conductor. When communication flows seamlessly, the result is a beautiful symphony of collaboration, energy, and shared purpose. But if your franchise feels more like a cacophony than a concert, don’t worry – it can be transformed. I’ve helped turn around franchises in crisis, including a $700 million system that grew to $2 billion in four years. The key lesson? Communication is the foundation of success.
Today’s world is filled with distractions – smartphones, social media, and endless emails that make effective communication harder than ever. As franchises grow and become more complex, the need for clear, strategic communication increases. Yet many organizations struggle with fragmented, repetitive messaging. Franchisors feel ignored, while franchisees are overwhelmed and confused about expectations. This breakdown stifles ambition and makes even basic execution difficult.
When communication fails, the true benefits of franchising – shared resources, brand power, and motivated stakeholders – are lost. Instead of working toward common goals, everyone pursues their own agenda, turning up the volume to be heard. The result is noise, not harmony, and people stop listening altogether. It’s like trying to drink from a fire hose: overwhelming and ineffective.
If these problems sound familiar, know that solutions exist. At Ingage Consulting, we’ve seen franchises thrive by adopting the following strategies:
Communicate the “What’s in It for Me?” (WIIFM) and the “Why”
Departments often push out directives without explaining the benefits. Instead of simply instructing franchisees to post on Facebook or enroll in training, clarify how these actions will help them – more customers, increased satisfaction, and repeat business. When you emphasize WIIFM and the “Why,” people pay attention. Always consider why your audience should care and make those reasons explicit.
Have a Plan for Communication
Many franchises bombard their teams with constant, uncoordinated emails, leaving franchisees feeling overwhelmed. To fix this, develop a central communication plan: decide what, when, and how to communicate, and designate one person to oversee it. This structure reduces noise and ensures messages are purposeful and clear.
Let the Listener Know Their Role
Information without clear instructions leads to confusion. When announcing new initiatives, always specify what action is required and by whom. Explaining next steps upfront prevents a flood of follow-up questions and streamlines communication, making everyone’s job easier.
Communicate Strategically to the People Who Need to Know
Don’t rely solely on franchise owners to relay information. Direct communications to the managers and employees who need them – sales, marketing, operations. Share system-wide updates with all staff. Remember that even bad news is better than no news, which breeds uncertainty and disengagement. And when people are getting no news but sense that sense that “something is up,” they start to fabricate stories that are always worse than the reality of what is happening.
Leverage Your Franchise Business Consultants
Include franchise business consultants in your communication strategy. They should be fully informed about organizational developments and clearly understand their role in relaying key messages to franchisees. Don’t assume they know what’s expected. Spell everything out to ensure alignment and effectiveness.
Communicate to Appropriate Internal Staff in Headquarters Too
Internal staff need to be kept in the loop, not just franchisees. Failing to inform managers and colleagues can lead to frustration and missed opportunities. Make sure everyone in headquarters knows about new programs and initiatives so they can respond knowledgeably and support the system.
Have an Internal Communication Hub Where All Information Resides
Centralize communications on your company intranet, managed by a communications leader.
- Ensure the hub contains all essential information, reducing reliance on scattered emails.
- Use teaser emails with links to drive traffic to the hub, encouraging engagement.
- Customize alerts so only relevant people receive urgent updates.
- Incorporate feedback loops and suggestion boxes to gather input and improve communication.
Create Structures That Encourage Face-to-Face Communications
Online tools are valuable, but in-person interactions build trust and transfer knowledge.
- Organize regional networking groups and town hall meetings for franchisees to share ideas and solve problems together.
- Use surveys to gather franchisee opinions and foster teamwork.
- Engage independent survey companies for benchmarking and insights.
Have an Annual Conference for Your Franchisees that Is Informative, Inspiring and Wonderful
- Go beyond announcing news—invite input on key plans like marketing, training, and branding, so franchisees feel invested.
- Encourage networking and sharing of ideas to build strong relationships between franchisees.
- Hold an awards dinner to recognize franchisees with meaningful rewards, such as travel.
- Enhance the experience with memorable activities, including sports events and visits to historical sites or museums, making the conference both productive and enjoyable.
Create a Franchisee Communications Advisory Council
Invite franchise owners to collaborate with your communications director, shaping strategies and ensuring franchisee voices are heard. This council can provide ongoing feedback and help refine your approach.
The Result? A Thing of Beauty
When communication is orchestrated with care, your franchise becomes a responsive, harmonious organization. Everyone knows their role, listens, and contributes to a shared vision. The outcome is not just operational excellence, but a culture of beauty and success.
About Evan Hackel
Evan Hackel, MBA, CFE (Certified Franchise Executive), is an author, speaker, consultant, and entrepreneur who has helped launch more than 20 businesses and led brand portfolios exceeding $5 billion in systemwide sales. He is President of the New England Franchise Association, creator of Ingaged Leadership, author of Ingaging Leadership: The Ultimate Edition, and CEO of Ingage Consulting.
To explore speaking, consulting, or franchise advisory support, visit www.evanhackel.com.