Franchise Update Magazine Issue II, 2015 | Page 57

a major component of the cost. The average price in the U.S. for this meal is about $4.80. In Norway, it is more than US$7 in, and in China it is US$2. • Keeping good, trained staff. At the start of a new franchise in a new country, the franchisor typically trains the new local management at its home country headquarters. Then the franchisor comes to the new country and trains the local staff that will run the operations Staffing challenges are global. What is also global is the requirement that the person representing the franchise to the end customer be trained and provide good customer service. of the local unit. But the franchisor cannot come each time new staff is hired. The solution for many franchisors is to train the trainer—a local person who has spent months at the franchisor’s headquarters learning and relearning, and then training staff in how the franchise should operate. One caution: in emerging markets, expect high staff turnover as training staff is hired away by other franchises. (This is an extremely difficult problem in China.) In summary, staffing challenges are global. What is also global is the requirement that the person representing the franchise to the end customer be trained and provide good customer service so the franchise will succeed. Just like at home! n William Edwards, CEO of EGS LLC, has 40 years of international business experience. He has lived in 7 countries, worked on projects in more than 60, and has advised more than 50 U.S. companies on international development. Contact him at 949-375-1896, [email protected], or read his blog at edwardsglobal.com/blog. WE LOVE PRODUCING [ THE BEST ] CONFERENCES IN FRANCHISING SAVE THE DATE(S) for the conferences of 2015 - 2016! June 23-24, 2015 5th Annual Franchise Consumer Marketing Conference, Intercontinental Hotel, Atlanta, GA Attendees: Franchisors; CEO’s, Presidents, Chief Marketing Officers & Marketing Managers franchiseconsumermarketing.com October 14-16, 2015 17th Annual Franchise Leadership & Development Conference Intercontinental Hotel, Atlanta, GA Attendees: Franchisors; CEO’s, Presidents & Senior Development Officers and Suppliers franchisedevelopmentconference.com April 27 - 29, 2016 16th Annual Multi-Unit Franchising Conference, Caesars Palace, Las Vegas, NV Attendees: Franchisors, Suppliers & Multi-Unit Franchisees multiunitfranchising.conference.com [phone] ext. 202 | [email protected] Franchiseupdate I S S U E I I , 2015  fu2_grow_international(54-55).indd 55 55 4/28/15 4:07 PM