Franchise Update Magazine Issue II, 2015 | Page 4

BUSINESS INTELLIGENCE FOR GROWING FRANCHISORS Q2 | 2015 4 From the Editor’s Desk Great people make great brands Leadership 6 8 CEO Profile: Mike Bidwell Leading The Dwyer Group’s 8 brands into the future 11 CEO Profile: Russ Reynolds Batteries Plus Bulbs plugs into category expansion and system growth 14 Feature: How franchisors are adapting their offerings and agreements to attract multi-unit operators 18 Anatomy of a Brand: Pollo Campero rebrands for the 21st century Consumer Marketing 20 22 CMO Q&A Wienerschnitzel’s new CMO Doug Koegeboehn builds relationships 25 CMO Roundtable “How do you build an all-encompassing marketing department and assemble the kind of team that gets results?” 26 Millennials This generation values “value” – is your brand providing it? 28 Customer Service Who’s your Chief Customer Experience Officer? Growing Your System 46 48 Challenge the Pros “How do you create a candidate profile and use it to successfully identify and recruit winning franchisees?” 50 Sales Smarts Using your brand’s marketing expertise to sell more franchises 52 Market Trends 2015 franchise lending outlook: the SBA still matters 54 International Overseas training tips for U.S. franchisors 56 It’s Closing Time Frank returned my call. Why didn’t Zoe? 2 Franchiseupdate IS S U E II, 2 0 1 5 fu2_tocs(2,6,20,46).indd 2 4/28/15 3:47 PM