A Few Networks Are Opening Up to Having Franchise Units Alter Menus and Prices to Compete Better Locally
It is something of a see-saw. Tip up the local freedom of a franchise to decide local foods and price points and they can better compete with local independent restaurants, but down goes brand consistency. And vice versa. Yet franchisors are increasingly letting their franchisees localize food, decor, price points, opening hours and even name.
But wait. If you localize the name or change the customer experience, where's the brand identity? Here is one franchisor who thinks localizing names and hours with its franchisees is good for business.
Wings Over restaurants can incorporate the city or region where they're located into the name — say, Wings Over Washington, D.C. — "to make it feel more homey," says Mark Simonds, president of the Agawam, Mass.-based Wings Over franchise chain. In addition, stores in college towns, where Wings Over is popular, don't have to open until 4 p.m. and can close at 3 a.m. to 4 a.m. Usual weekday hours are 11 a.m. to midnight.
Then comes the adjustable menus. You've heard of McDonald's Apple Pie. Well, try the local favorite, Taro Pie, served in McDonald's in Hawaii (see photo above).