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?
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