Franchise Update Magazine Issue II, 2013 - Page 58

Grow Market Lead By Eddy Goldberg Variable Speed Transmission P Quick response followed by slow, steady diligence apa Murphy’s Take ’N’ Bake Pizza must be doing something right. In fact, the country’s fifth-largest pizza chain is doing a lot of things right. The Vancouver, Wash.-based pizza chain, with 1,350 units in 38 states, Canada, and Dubai, recently ranked first in two consumer surveys. Technomic’s 2013 Consumer Restaurant Brand Metrics Report named Papa Murphy’s the top chain overall among full-service and limited-service restaurants. Papa Murphy’s also was ranked the #1 pizza chain in the 2013 Consumer Picks survey from Nation’s Restaurant News and WD Partners. That follows previous awards, including Zagat’s top-rated pizza chain in 2010, 2011, and 2012. The brand is doing something right with its franchisees as well, earning Franchise Business Review’s Franchisee Satisfaction Award several years running. “Blame” this success partly on a franchise development process that starts with a speedy response, and then downshifts to a more measured pace for the due diligence phase. And today, the 32-year-old brand—which provides no seating and does no cooking in its stores—seems primed to expand further beyond its base in the Pacific Northwest. 56 Franchiseupdate Iss u e II, 2 0 1 3 The big three Scott Mellon, vice president of franchise sales at Papa Murphy’s, says there are three big things he looks at in the company’s franchise sales process: 1) a quick response, 2) a face-to-face disclosure meeting, and 3) the due diligence phase. 1) Quick response. “When we’re getting information in, we want to make sure we’re reaching out to folks as quickly as possible,” says Mellon. People complete an application for a wide variety of reasons, he says. “Wherever they are in their life, it’s a compelling enough reason for them to apply,” he says. “It’s important to have that conversation when they’re in that frame of mind. We want to engage with them at that point—and that could change quickly. Or maybe they’ve filled out applications for three or four other concepts, and we want to be the first person to touch them.” An application Scott Mellon triggers an automated email response, which is quickly followed by a phone call. If an application arrives after-hours or on a weekend, the call is made the next business day. “Within #B