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Franchisees Food Feuding

When restaurant franchisees hire lawyers and a ‘communications specialist’ you can be sure that the undercurrents of discontent have surfaced. Franchisees believe that they are closer to the customer in many cases than employees working in the corporate office and often believe they have the pulse of the consumer—and that is a good thing.

Success does leave clues. When sales are up, customer counts are up, and profits are up all is well. However, discontent brews when there is disequilibrium between profits, customer counts, and sales within a franchise organization.

Several months ago Jack in the Box franchisees discussed on their own about putting together a group to edify their relationship with the parent company. They have now hired an attorney and a communications specialist to forge what they’re calling “a true partnership” with corporate to drive “better input” on strategic direction and investments.

The Jack in the Box Franchise Association used an “amicable tone" last night in announcing ratification of "a new purpose statement" on how the group could work with Jack in the Box’s management, according to Restaurant Business.

Anil Yadav, chairman of the group, stated: "The sum of these collective efforts will help our board to be more effective in serving our members as well as helping our franchisor build a stronger, more viable brand." He continued, “[We] look forward to working with the Jack in the Box leadership team as partners in our endeavors.”

Ah, but why? The franchise group Secretary Rabi Viswanath noted, “We have insights and understanding that our corporate partner needs. Therefore, we believe it is key to be certain that they have and understand our input in order to maximize the value of the brand.”

All foodservice retailers need to understand that at times they can be too close to their position, whether they are corporate leaders or franchisees. They can at times misread the undercurrents that are driving customer migration from one brand to another and misread consumer migration from one channel to another. If success does leave clues it is that outside eyes can help drive inside profits.

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About Steven Johnson

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Do you know who your competitors are today?  Do you know what they are selling? Do you know what your customers think of their food?  No? Well, maybe it's time to get a Grocerant Scorecard completed by the Grocerant Guru.

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions® and a recognized food industry thought leader. Johnson excels at vertical brand and product positioning, marketing strategy and business development specifically identifying, quantifying and qualifying niche opportunity for global foodservice related activity.  He can help place new products in non-traditional channels of distribution.

 With an emphasis in grocerant niche, his focus has been on better for you food that is fresh or prepared ready-2-eat and heat-N-eat.  He developed and implemented of the 5 P’s for food marketing for all retail foodservice companies, including chain drugstores, grocery stores, QSR’s and particularly C-store clients.

 During the past 15 years he has developed over 7.5 billion Dollars in avenues of new business revenue for clients and companies. His experience has focused primarily on C-level sales and brand  building opportunity with industry leading international companies including: The Procter & Gamble Company, Papa John’s International, Minnesota Mining & Manufacturing, Chi Chi’s, TGI Fridays, Fuddruckers,  Food.com, Technomic, The Hartman Group.

 Prior to Foodservice Solutions, Johnson worked for the US Department of the Navy, where he led the development of Parcheesi’s Pizza Pasta Plus for global roll out and implementation including the development of the first dockside mobile pizza kitchen for use by the US Navy during the first Gulf War.

Johnson holds a Master’s of Science in Food Marketing degree with distinction from Saint Joseph’s University and a Bachelor of Art degree from the University of San Francisco. He is a member of Beta Gamma Sigma, the International Business School Honor Society.  Johnson has received numerous awards including 3 EMMEY; Awarded by 3M for “Outside the box” thinking and team leadership. Food Marketing Award; Awarded by Saint Joseph’s University, Outstanding Service Award issued by the Boy Scouts of America.

Don't get trapped doing what you have always done. Position your company with the evolving consumer. Interested in learning how Foodservice Solutions 5P's of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? That's simple, call for Outside Eyes call the Grocerant Guru. Email Steve at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information. Visit us at Facebook.com/Grocerant, Linkedin.com/in/grocerant or tweet Steve at twitter.com/@grocerant.

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