Business Franchise June

116 Last word
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The hallmark of success
Bill Ewbank explains why a franchise should bear a seal of quality, so as to justify
that motorcyclist’s weekly delivery…
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O SOME readers, this magazine may sometimes appear more Just look at silver and its hallmark system. Silver’s a great reminder of how
interested in lining the pockets of the franchisor than those of the much money we are making as franchisor and franchisee alike, but it also
franchisee. A subject I’d happily debate over a few glasses of the blue carries the hallmark as a prominent display of:
gin that I regularly write about. 1. The place where it was made, a leopard for London; a castle for Edinburgh
But one question does strike me – we know that franchisors want and for Shefﬁ eld a rose or an anchor in earlier years
to make money, but are all franchisees equally eager and enthusiastic 2. Assurance on the design and purity of the metal
in the quest to earn more cash and more status. Or are those beneﬁ ts 3. A picture of the king/queen; and in some instances
overshadowed by perceived risk? 4. The year it was made
A franchisee once explained to me that running a franchise was like having 5. The name of the silversmith who made it.
a motorcyclist deliver £1000 per week, usually on a Saturday night. What And, in addition to this you can also weigh the silver and obtain a meltdown
could be ﬁ ner than receiving your pocket money together with a blue gin value. The hallmark gives a certain level of integrity to even the most miniscule
just in time for sunset? Not the sort of beneﬁ t often
promoted but then I guess the reality can sometimes be
‘The hallmark
of articles. And the information is just enough.
Perhaps the franchise industry could borrow the
less dazzling.
gives integrity to
hallmark system for authentiﬁ cation of various aspects
Not all franchisees are keen to take on more
the smallest of
of a franchise. How about a nice bfa-approved résumé
businesses or new franchises. Having taken the risk of prominently displayed on information packs sent out
one franchise, the franchisee may feel he has done well articles…’
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to franchisees? O
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enough, and it would take a lot of money to get the If a hallmark can ﬁ t sufﬁ cient information on something
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£1000 a week motorcyclist to go to another address.
william ewbank
as small as a sewing thimble, a bfa hallmark could say S
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has been involved in
But then perhaps some franchisees are too close to a lot in very little space. And while talking of thimbles,
franchising for more than
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the business to make this decision – perhaps franchisees it’s worth remembering that there’s no fear of over
H
25 years and is now head
could do with some support to help them make a more
of franchising at Domino’s Pizza
imbibing on the blue gin when drinking from them, which
E
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informed choice. reminds me…. ■ I
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June 2008 www.businessfranchise.com
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