Bronwyn Oliveira, Brand Manager of Maxi’s, a family restaurant chain that forms part of the Taste Holdings group, gives some input on the differences between big city and small town franchising.
Franchising has become an alluring business venture for many entrepreneurs, with the main attraction being a proven business model, an operational support basis, a known brand name, and importantly, an existing customer following. While the franchisor’s brand and established name is what attracts customers through the door, it is important to note that location also plays a very big and important role in the success of a business as a poorly selected site would most likely mean less feet though the door and could result in failure – even if the concept is great!
However, before making the big decision of finding the right location, it is critical that demographics are taken into consideration. If you live in a big city, consider the following advantages and disadvantages:
Tim Apostolides, the proud owner of the Mall@Carnival Maxi’s, states that he is happiest in a big city and that his business thrives here. “Having my franchise being in a big city, I find that the pros outweigh the cons as I have a fantastic turnover each month, I have more buying power, although it may be a little more costly, and I feel that my brand gets more exposure. I am a big city boy and always will be.”
If you live in a small town, consider the following advantages and disadvantages:
Lynette Truter, the proud owner of the Maxi’s Riversdale, states that she is a small town girl and always will be. “One of the benefits of being based in a small town, is that my restaurant has the most loyal customers imaginable and I am so thankful to have them! Moving my franchise to a big city may bring in more profits, but why change a good thing? I am more than pleased with my franchise and my little town’s commitment to my brand.”
Regardless of where your business is situated, it is the franchisee, its management and employees of the store that determine the success, not the size or capacity of your town or city.
With over 65 trendy quick-service sit down restaurants in operation across all nine provinces in South Africa, Maxi’s is rapidly becoming the number one family restaurant of choice.