Franchise Success Stories: Thinking Outside of the Box
Paul Segreto’s creative program inspired brand awareness and skyrocketed sales.
Paul Segreto of franchisEssentials
Open Box is a proud partner with Paul Segreto, founder, president and CEO of franchisEssentials and one of the most knowledgeable and experienced franchise consultants in North America. With two decades of experience in the franchise industry, he knows a thing or two hundred about the world of franchising.
One story really inspired me with how Paul Segreto uses his creativity and industry knowledge to help franchises succeed. Here’s how one particular American Quiznos franchisee hit a home run by thinking creatively; with a little help from franchisEssentials of course.
Inspired by need the franchisee, whose store was in a tired, old shopping centre with business declining and tenants fleeing, was anxious to generate traffic and sales. He turned to Paul Segreto. Paul’s creative thinking led him to look at the many schools in the area and the potential market there. Visiting one of them, he heard a big complaint from sports coaches: they hated having to stop for food en route to away games. The kids would stumble off the bus, goof around, debate orders, wait for food, count out change, goof off some more, and then would need to be corralled back on the bus. The coaches hated it.
Paul recognized an unmet need and was quick to suggest a solution to the coaches’ problem. Quiznos would provide away game sandwiches. The offer was quick to catch on. Parents got involved. It grew from a simple service where orders were called-in, to a fully developed online system. Parents could log in, choose a meal for their child (a healthy choice!) and charge it to their credit card. The traveling team picked up their pre-game meals as they boarded the bus or car pool at the school– each labeled with name and receipt of payment.
Local schools of all levels jumped on the bandwagon and soon this Quiznos was hopping. The program then expanded to band events, and any functions where school kids were going off-site and needed feeding. Kids, faculty and parents were happy; Quiznos and the franchisee were thrilled. Brand and store awareness grew and more revenue was generated through this creative program (especially during football season) than through total in-store sales.
Although franchising is by its very nature about standard operating procedures and systems, there is still room, and need, for creative thinking. As Segreto says, “You have to think outside of the box. If that doesn’t work, then make another box.”
When is the last time you lifted your head up from SOP and had a good look around? Let the inspiration flow and you may be on your way to another great franchise success story. And if you need a little help, contact Paul Segreto at franchisEssentials.
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