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What real estate franchisees can learn from coffee businesses

By Adam Zuchetti & Vivienne Kelly
31 October 2016 | 1 minute read
Real estate franchising

The franchise model is not unique to real estate but do franchisees in other industries have lessons for agents who work for big networks?

Is there something that makes one franchisee stand out from another, regardless of the industry?

The former group managing director of Gloria Jean’s Coffees, Mark Bilton, who is now a leadership consultant at Thought Patrol, says it’s all about the person behind the brand and fronting up the business.

“A good franchise partner could do very well [in Gloria Jean’s]. You [could] have the same location, the same foot traffic, [but] have a franchise partner who wasn’t quite as good in there and it would make a lot of difference to the business. It’s very relational,” Mr Bilton says.

“You go somewhere where people recognise your name, a good cup of coffee, some good food. It’s a simple business and it’s often about getting the simple things right. It’s very much a service-orientated business.”

Despite the need for a driven and relatable franchisee heading up the business, Mr Bilton said it is a two-way street, with the franchisee and franchisor relying on one another for mutual success.

“It’s the brand recognition that gets people in the door, but if there’s not good service, then it won’t be retained,” he said.

“We found that a good franchise partner could move sales about 40 per cent, which is a huge impact.”

What real estate franchisees can learn from coffee businesses
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