The 10 Best Food Franchises to Open in 2020
VOL.-12
ISSUE-06
2020
Frank O'Brien Lori O’Brien
Daddy O'Brien's Irish Ice Cream Pub
www.insightssuccess.com
EDITOR’S DESK
E
The 10 Best Food Franchises to Open in 2020
VOL.-12
ISSUE-06
2020
ven as the franchise model has almost expanded into maximum industries possible, food franchise remains the biggest and one of the rapidly growing industries in the franchise world. There are various types of business format franchises, but when one thinks of a franchise business, their first thought is about a food franchise. The growth and success of the many reputed food franchises sets the standard for the up-and-coming franchises. Many food franchisees draw inspiration from such successful and reputed franchises, and they are able to create their own food franchise business based on that inspiration.
Frank O'Brien Lori O’Brien
Daddy O'Brien's Irish Ice Cream Pub
www.insightssuccess.com
The What and Whatnots of Food Franchising
The relatively high level of status associated with food franchise business is important for prospective franchisees. When opting for restaurant franchises, one should focus on the characteristics of the business from a franchisee’s perspective. There is a plethora of advantages to having a food franchise business, but there are also few challenges one needs to acknowledge before entering in this industry. Along with many advantages that a food franchise offers one also needs to be aware of high initial investment, labor challenges, and good quality infrastructure to build a fair food franchise business. Food franchise is one of the most endurable franchise
industries. While running a restaurant may be challenging, there is a reason various brands have earned a reputation and are the first choice of the people since many years. They have a track record of success. Observation of such good food franchises can be a standard one can choose of follow to create one’s own brand. Such food franchises are well aware of how to earn loyalty, trust, faithfulness, and they know how to adapt to the changing times to keep that loyalty strong even in tough situations. Most of the dining restaurants were closed in response to the covid-19 pandemic, some food franchisors chose to rise to the occasion, quickly finding innovative ways to continue serving customers and communities despite obstacles and help their franchisees to survive and, in most cases, even thrive. Good quality food franchise is judged by its ability to respond more cleverly and continue providing services even amidst challenges. The test of a good food franchise is its ability to respond well to the toughest times and stand the test of time. In this edition titled The 10 Best Food Franchises to Open in 2020, we celebrate the, quality service, aesthetics, and resilience of quality food franchises and about their wonderful offerings. These food franchises are built on the foundation of the certain parameters such as affordable costs and fees, offering support to franchisees, adequate size and growth,
nutrition quality, brand strength, balanced diet, financial strength, overall stability, with the aim of offering quality service. There are tremendous business opportunities in the food franchise business if one is attentive enough to see it with appropriate perspective. The food franchise business can certainly be very rewarding to entrepreneurs who have the exemplary blend of skills, competence, and aptitude to make this business work, and the operators of these food franchises are among the most respected in all of franchising because of their success. This edition also comprises of insightful articles that shed light on the current market scenario on food franchising, penned by industry experts as well as our in-house editorial team.
Abhishaj Sajeev abhishaj@insightssuccess.com
Daddy O’Brien’s Irish Ice Cream Pub
A Magical Dining Experience for Everyone
CXO
Cover Story
28 Brand Building An Expert's Guide to Build a Brand Loved by All
CO N T E N T S
08
Interview with Insights Success
20 The Chopped Leaf An Ultimate Destination for Wholesome & Delicious Meals
24
34
Dickey’s Barbecue Pit
Huey Magoo’s Chicken Tenders
A Slow-Smoked Legacy Since 1941
Handcrafted Recipes for Happiness
Articles
16
30
Challenges Ahead
The Right Choice
Digital Transformation Challenges in the Time of Crisis
Food Franchise: Potential Franchising Business
Editor-in-Chief Sumita Sarkar Senior Editor Anish Miller Managing Editor Abhishaj Sajeev Assisting Editors Darshan Parmar Visualiser David King Art & Design Head Asha Bange Art & Design Assistant Mayur Koli Co-designer Paul Belin Art & Picture Editor Deepanjali Jena Business Development Manager Sherin Rodricks Marketing Manager Joseph D'souza Business Development Executives Kelly, Jenny Sales Executives Alice, Joe Technical Head Jacob Smile Assistant Technical Head Amar Sawant Technical Consultants Pratiksha, Aditya, David Digital Marketing Manager Alina Sege Assistant Digital Marketing Manager Amol Wadekar SME-SMO Executives Gemson, Renuka Research Analyst Eric Smith Circulation Manager Tanaji sales@insightssuccess.com
December, 2020 Corporate Ofce Insights Success Media Tech LLC 555 Metro Place North, Suite 100, Dublin, OH 43017, United States Phone - (614)-602-1754 Email: info@insightssuccess.com For Subscription: www.insightssuccess.com
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THE
10
BEST
Food Franchises TO OPEN IN 2020
Company Name
Management
Brief
Daddy O’Brien’s Irish Ice Cream Pub daddyosicecream.com
Frank O’Brien & Lori O’Brien Co-founders
Daddy O’Brien’s Irish Ice Cream Pub offers award winning handcrafted ice cream. They also feature a line of adult alcoholinfused ice cream. DaddyO’s also makes a line of protein ice cream that is perfect for fitness enthusiasts and dieters.
Dickey’s Barbecue Pit Master Franchise dickeys.com
Laura Rea Dicke CEO
Dickey’s Barbecue Pit is one of the world’s largest and fastest growing barbecue franchise. The Dallas-based family-run barbecue franchise offers several slow-smoked meats and wholesome sides, and serves Legit. Texas. Barbecue.™
DRUXY’S Famous Delidruxys.com
Peter Druxerman VP Marketing
Druxy’s is a Canadian chain of quick service delicatessen restaurants with 48 locations across the country. They offer a wide selection of sandwiches made with various meats on an assortment of breads.
Huey Magoo’s Chicken Tenders hueymagoos.com
Andy Howard President & CEO
Huey Magoo’s, the Orlando, Florida-based restaurant is one of the fastest growing franchise chains with the primary focus of crafting the perfect chicken tenders.
Mr. Sticky’s mrstickys.net
Marcy Poorman Owner
Mr. Sticky’s complete bakery on wheels is an quickly emerging fast food chains which provides out of the world buns, rolls, soups, salad and much more.
Nothing Bundt Cakes nothingbundtcakes.com
Kyle Smith CEO
Nothing Bundt Cakes is a vast chain of bakeries that feature handcrafted Bundt Cakes made with the finest ingredients and available in a variety of sizes and classic flavors.
Qdoba qdoba.com
Keith Guilbault CEO
Qdoba Mexican Eats is a Mexican restaurant and caterer offering customizable flavorful food. Add queso and guac for free on any entrée, and you're good to go!
Slim Chickens slimchickens.com
Tom Gordon CEO
Slim Chickens is a fast, casual restaurant chain which specializes in chicken tenders and wings. As of February, 2020, Slim Chickens has 69 franchises.
St-Hubert Express st-hubert.com
Richard Scofield President
St-Hubert Express is a chain of Canadian casual dining restaurants best known for its rotisserie chicken. With quick and efficient take-out service, St-Hubert Express rotisseries feature welcoming, modern dining rooms.
The Chopped Leaf choppedleaf.ca
Blair Stevens Founder & Brand President
The Chopped Leaf is an emerging and rapidly expanding restaurant chains that provides delicious, handcrafted meals served fresh and quick for a healthy better food experience.
Cover Story
10BEST
THE
Food Franchises TO OPEN IN 2020
Daddy O’Brien’s Irish Ice Cream Pub A Magical Dining Experience for Everyone
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We dream to make Atlanta & the rest of the world a better place through great food, a wonderful atmosphere, and gourmet and alcohol-infused ice cream.
Lori O’Brien
Speaking of desserts, while there are amazing recipes that are either regionspecific or suit a particular taste-bud, there are a few which are devoured across the globe and without barriers. Ice-creams or Frozen Desserts are one of those recipes with unrivaled popularity. Seldom do we come across someone who doesn’t enjoy an icecream in one form or another—say a sorbet, gelato, or even frozen yogurt. Enchanting young an old with their color, texture, and a plethora of flavors, ice-creams have also been a favorite among home cooks and chefs alike who love experimenting. While some
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D
ining-out isn’t just about the food, its an experience. Friends, families, and even co-workers love to spend some time together after a tiring day to relax and just enjoy each other’s company and some good food. And yes, no dining is complete without some dessert that adds a sweet note towards the end.
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At Daddy O'Brien's everything is made fresh per order.
of the experiments turn into the flavor of the season, some let us know what an ice-cream should not taste like.
cream pub’s popularity is how it has perfected the art of alcoholic ice cream.
For people in Metro Atlanta, when it comes to choosing their favorite flavors, one of them has to be among those served at Daddy O’Brien’s Irish Ice Cream Pub. Its not just your regular everyday ice cream that you’ll find at this place. The secret of this ice-
Many have tried but none have succeeded in creating an insanely delicious alcohol-infused ice cream product as Daddy O’Brien’s, which has become the alcohol-infused ice cream destination hot spot in Metro Atlanta.
leprechauns and lots of Irish decors. And the smell of the waffle cones in the air is like heaven! Daddy O’Brien’s is where friends meet, stories are shared and ice cream memories are made.” Every demographic is welcomed and treated like family at Daddy O’Brien’s. Since half of the pub’s flavors are Family-friendly, the kids are always a part of the mix. Folks come for a night out, date night, family night, lunch meetings, after sports games, fundraisers, and everything else worth celebrating. The place can also be reserved for events, birthday parties, and more. Exciting offers like halfpriced Beer and Wine days and weekly flavors add to the fun and overall experience.
From a basement to people’s favorite Frank O’Brien, aka DaddyO, began creating alcoholic ice cream in his basement in 2014. His wife and entrepreneur, Lori aka MommyO, who loves to create successful businesses from nothing, recognized his unique talent and started selling their ice cream from a cart at festivals, food truck nights, and corporate events. They instantly became the most popular booth with never ending lines of ice cream fans. Everyone who tasted their ice cream creations asked “Where’s your store?” People were soon showing up at their front door to buy ice cream. It soon became evident
that they needed a brick and mortar store to cater to the ever-growing demand. So in 2017, they opened a restaurant/pub/barlour in Sugar Hill, GA. Celebrate Life at Daddy O’ The concept of an Irish Ice Cream Pub was created out of the minds of this couple that has been together since high school, and is totally unique. Frank O’Brien describes the atmosphere as, “To walk into our store is like walking into Ireland. It has a dark wood bar with stained glass windows, ornate black granite and bar ceiling, Jack Daniel whiskey barrel hi-tops, Church pews for booths, deep red and green walls, a stone fireplace and curtains on the windows. It has a magical and homely feeling with
The ice cream-only model offers homemade adult and family-friendly ice cream creations, sundaes, Belgian Waffles, Poffertjes (mini Dutch pancakes), shakes, adult shakes and slushies, beer, wine, and cocktails. The restaurant menu also includes homemade Soups, Shepherd’s Pie, Bangers and Mash, and several Panini sandwiches. Winning more than just Hearts After just a few months of ice cream making, DaddyO attended his first National Ice Cream Retailers Association (NICRA) convention and walked away with his first national award for creating Kentucky Salted Caramel in one of their competitions. The next year, 2015, he came away with 3rd place for his Irish Pistachio and Honorable Mention for his T.A.C.O.
flavor (Tamarind Apricot Coconut) along with multiple blue and red ribbons for other flavors. In 2016 he hit the mother-load by winning 1st place in the Best Flavor of the Year competition with his Butter Beer flavor. And in 2018 he was awarded the coveted title of Grand Master Ice Cream maker. Getting More Magicians On-Board Every day or the other, someone would come up to the couple saying “I wish there was a Daddy O’Brien’s in my city.” This gave them the idea of expansion through franchisees. “For those entrepreneurs looking to get in on the ground floor of a hot new concept, Daddy O’Brien’s Irish Ice Cream Pub is an exciting opportunity. Just one taste of DaddyO’s homemade ice cream creations and you will want to get in on this ‘Cold Gold’,” says Frank. This is a new niche market and people are already showing interest, benefiting both the brand and the entrepreneurs. Daddy O’Brien assists franchisees to choose to open
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The managem ent team offers unrivaled training and support to each franchisee as they join the family.
an ice cream only model or a full-service Irish Pub/Restaurant model. “If I had a location in a great tourist area or a bustling downtown or live/work/play complex with lots of daily/nightly foot traffic, I would do just the ice cream model,” explains Lori. “If I were in a high traffic location, but worried about seasonality, then I’d go with the full-service restaurant. Obviously, the restaurant is a heftier build-out and staff load.” Once entrepreneurs find an approved location, they just need to duplicate the look in the new build-out. Team Daddy O’Brien’s trains them on making the ice cream recipes so that the ice cream they sell is made in-house which is the greatest selling point for the franchise. “Even though this is a high-end product and should be sold in upper/middle-class areas, there is great earning potential. Alcoholic ice cream is a niche market that is not going away. Daddy O'Brien’s offers a superiorhigh-quality product. Your location will be the destination spot of your metro area,” Frank expresses.
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The 10 Best Food Franchises to Open in 2020
VOL.-12
ISSUE-06
2020
“
Choose E xc e l l e n t, Choose Insights
Frank O'Brien Lori O’Brien
Daddy O'Brien's Irish Ice Cream Pub
www.insightssuccess.com
Digital Transfor 16 | December 2020
www.insightssuccess.com
Challenges Ahead
T
he world has gone digital, and there's no returning. Nearly everybody uses a mobile phone nowadays which assists them consistently to help decide, discover brands to purchase from or get familiar with an item. Today, the organizations that are ready to utilize technology and re-evaluate their plan of action for the future by optimizing digital transformation, will be ones in front of their competition. While this may look like great change, but it presents some novel challenges for organizations. Here we share probably the greatest challenges faced by the ever-evolving digital world and give a way ahead to each. #1Challenge The Changing Customer Experience We live in an experiential economy. Like never before, clients uphold how they experience brands. That stretches out to both on the web (online) and offline stores, just as social media or other potential touchpoints along the way. Furthermore, most organizations agree that client assistance will be simply the key way that they separate from their rivals.
rmation
Challenges in the Time of Crisis
www.insightssuccess.com
December 2020 | 17
The way to change is to building a client experience from the base up. Your objective ought to be to zero in on client ventures. If you enhance the touchpoints along this excursion rather than only attempting to win deals, at that point you’ll have a superior potential for success at keeping clients around longer. This gives the chance to improve deals and maintenance, which means stable development in the years to come. It’s likewise imperative to consider what we call the “specialty of the client experience.” This expects you to investigate your present nearness, and discover approaches to survey the degree of delight in every client’s understanding. #2Challenge Employee Pushback People are one of the mainstays of the business. You can’t achieve your objectives without the help of the whole organization. The superseding worry for most organizations considering a digital push is employee adoption and how it will affect the organization’s way of life and hierarchical structure. Huge numbers of your “privileged few” of employee may feel that their activity is compromised by these changes, which won’t be useful for assurance or efficiency. Additionally, there’s a noteworthy ability gap with regards to finishing the kind of progress that most organizations need. The handy people are as of now busy with other basic assignments, and can’t be saved to fuel digital or train others. In case you need to make an organization culture that limits representative pushback and spotlights on being agile, you have to fabricate a client-driven culture.
methods. What’s more, it additionally implies that you have to build up a wide assortment of channels for help, and afterward embrace a client commitment framework that takes into account omnichannel selling. #4Challenge Poor Analytics 53% of present day organizations are disappointed with their examination capacities. There’s more information to gather than any time in recent memory, and neglecting to gauge the correct ones could end in a disaster. Implement AI technologies to help improve data collection and personalization endeavors. AI and chatbots are as of now changing the way in which organizations crunch information and customize discussions with clients, and it won't be long until this training is inescapable. It’s as yet worth proceeding cautiously into AI, however you have to begin looking in the near future. Better analytics implies better decision making, and the estimation of that can’t be downplayed. #5Challenge Legacy Business Models Your business depends on a product and rules that have permitted it to survive to the present. In any case, now and again, that legacy can weight even more than an asset. Getting free from your legacy framework at the opportune time is basic to building yourself up in this digital world. What's more, most advertisers feel that legacy frameworks are as of now hamstringing client experience endeavors. There’s no one-size-fits-all answer for this legacy issue. It will require development, an eagerness to acknowledge the danger, and a great deal of hard work. Try not to let the narrative of your business end with an inability to change.
Choose to work on these three essential fields:
Customer administration Employee preparation and improvement Culture
#3Challenge Omnichannel Adaptation Nowadays, clients bounce from channel to channel when making a purchase. They’ll look on your site, search from cell phones, or even stop by your store just to purchase online later. That implies extending your business by selling on commercial centers, your site, and through other digital 18 | December 2020
Conclusion The digital world will consistently be changing and developing, and it’s dependent upon you to change with it. Try not to let the challenges your business faces in today’s digital world become offbeat detours. Rather, face them head on and find innovative solutions which will fuel accomplishment for a considerable length of time to come.
www.insightssuccess.com
Blair Stevens Founder & Brand President
20 | December 2020
www.insightssuccess.com
INTERVIEW WITH INSIGHTS SUCCESS
AN ULTIMATE DESTINATION FOR WHOLESOME & DELICIOUS MEALS
Born on the shores of Okanagan Lake in Kelowna, BC, The Chopped Leaf is expanding its reach across Canada and the U.S. with one goal in mind: to make you feel good after you eat. Its chef designed menu is always made using fresh ingredients with bold, wholesome and delicious flavours.
www.insightssuccess.com
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Your health and safety is our top priority and it is our mission to serve you delicious, wholesome meals you’ve come to expect.
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F
ood plays a key role in living a balanced and fulfilled life and flavour should not be sacrificed when fueling on-the-go, believes The Chopped Leaf, a leading restaurant brand. Founded in 2009, The Chopped Leaf is an emerging fresh casual lifestyle concept that provides delicious, handcrafted meals served fresh & quick for a healthy, better-foryou food experience.
December 2020 | 21
In an interview with Insights Success, Blair Stevens, the Founder and Brand President of the restaurant, shares his valuable insights on how The Chopped Leaf is serving wholesome and delicious meals for everyone. Below are the highlights of the interview: Brief us about the source of inspiration to be in the food industry. I and my wife, Karla, sought to create a quick-serve food spot that would feature fresh salads, which were always integral to our lifestyle and way of life. We knew we had to put a menu together that was well-fit for the Canadian market. The challenge back then was this perception that ‘healthy’ was linked to poor-tasting. But I’ve seen this change; they’re a lot more people educated about the benefits of eating greens – and that they can actually fulfil your taste buds as well. Brief us about your offerings. The Chopped Leaf celebrates people’s unique dietary needs and offers something for everyone. From vegan and vegetarian, to kid friendly and gluten-free options, our fresh and customizable salads, bowls, wraps and soups have been designed with you in mind. Dishes are elevated with Chopped Leaf Signature dressings, created especially for their brand and cannot be found anywhere else.
Canada and into the United States have specific qualities that make them an ideal candidate, being that they are both business-driven and live the Chopped Leaf way-of-life. While restaurant experience may be helpful, The Chopped Leaf seeks franchisees that have a drive for success and a willingness to learn and follow out operational manuals. Previous restaurant experience is not required to be able to run a successful Chopped Leaf franchise. An ideal franchisee values the core brand values, which is giving people more choices to feel good after they eat. Their goals are to ensure customers feel welcomed and leave with a smile (and full stomach). How do you train the new franchisee on-board and track their development? The Chopped Leaf provides an extensive three-week training program to all new Chopped Leaf franchise partners. The initial training will take place at a Chopped Leaf location and with an experienced Chopped Leaf franchise partner. Part of this training includes front-of-house and back-ofhouse training, food preparation and food safety, marketing and financial management and various online courses. Once their store’s construction has sufficiently progressed, Chopped Leaf’s training team will go into the store to go over the training again with the Franchisee and to help train staff. The training team also stays through the grand opening and beyond, until everything is running smoothly.
What are the key points that you consider while choosing or getting in talks with a new Franchisee?
What factors differentiate the company from competitors and how do you ensure that these factors remain consistent throughout the chain?
Franchisees who own and operate The Chopped Leaf restaurants across
Competition is high in the fresh food industry, so The Chopped Leaf brand
22 | December 2020
continues to be innovative with their menu additions and ingredients; featuring limited time offers and permanent menu items year-after-year. The brand is well supported and respected, leading the trend towards more nutritious eating that never sacrifices bold and delicious flavour. The current pandemic has affected the food and restaurant industry adversely. Even when things become normal, there are views that the industry won’t be operating as it was. What changes do you expect and how are you preparing for it? As we all navigate the unprecedented, extraordinary and evolving coronavirus (COVID-19) pandemic, The Chopped Leaf team and our guests will continue to be top priority. The future is subject to shifting and the restaurant industry is vulnerable, however, with the proper crisis communications and operational plans in place, the brand remains confident that these obstacles will be handles to the best possible standard. Operations and marketing tactics will continue to shift and adapt to new health and safety standards outlined by our Healthcare and Government officials. Procedures will continue to be monitored to mitigate the effects that existing circumstances will have on our business.
www.insightssuccess.com
10
THE
BEST
Food Franchises TO OPEN IN 2020
Dickey’s Barbecue Pit A Slow-Smoked Legacy Since 1941
B
arbecue … a word cherished by many and a meal that has brought families together for generations. Slow-smoked, tender and flavourful meats have been at the epicentre of many celebrations, turning dinner experiences into truly memorable moments.
One barbecue franchise, Dickey’s Barbecue Pit, has been serving authentic, competition-quality Legit. Texas. Barbecue. to fans nationwide since 1941. At Dickey’s, the food is meant to be shared over conversations, laughs, celebrations, playoff games and more to bring good food and good people together no matter what the occasion. “We pride ourselves on cooking authentic, competition-style barbecue and comfort food that the whole family can enjoy,” said CEO Laura Rea Dickey. “Between dine-in, takeout, delivery, holiday meals and catering, guests have endless ways to get a hold of Dickey’s famous barbecue.” When Dickey’s Founder Travis Dickey returned home to Dallas after serving his country in World War I, he turned his love of authentic, slowsmoked barbecue into a business – Dickey’s Barbecue Pit. Travis worked the butcher block while Miss Ollie Dickey served sandwiches and kept the books. The menu was limited to beef brisket, pit hams, barbecue beans, potato chips, beer, bottled milk and sodas. 24 | December 2020
The original Dickey’s location in Dallas, Texas is still open and serving guests today. Travis’ son, Roland Dickey, stepped in to run the family restaurant in 1967 after his father’s passing. In 2006, his son, Roland Dickey, Jr., took on the role of head pit master and CEO, and later went on to become CEO of Dickey’s holding company, Dickey’s Capital Group. Dickey’s is now the world’s largest barbecue chain and has grown to more than 500 locations across the United States and internationally, and is currently spearheaded by Roland Dickey’s daughter-in-law Laura Rea Dickey. Franchising Dickey’s Barbecue Nobody knows barbecue like Dickey’s. With nearly 80 years of experience smoking the tastiest meats around and over 25 years of helping franchisees reach their goals, Dickey’s team knows its way around the barbecue business.
Master. In addition to ongoing training, a dedicated field and home office teamwork alongside each Owner Operator to guide them through the grand opening and to keep things running smoothly for years to come. New Owner Operators attend Barbecue University, a three-week-long program that combines in-depth classroom-style learning and hands-on training. Owner Operators graduate with the knowledge needed to run a successful Dickey’s. Dickey’s also regularly adds modules and relevant updates on the Barbecue University online portal so that Owner Operators and Pit Crew team members can stay up-to-date and continually improve. The system allows for tracking of modules, so Owner Operators always know where they stand with development. The Menu for Growth An award-winning training program helps to ensure that Owner Operators are ready to run their own Dickey’s.
Dickey’s takes pride in the fact that its team offers support for franchisees every step of the way. They help with everything from real estate selection to bid comparison and assistance with ordering from Dickey’s network of preferred vendors.
“Once you are open, Dickey’s in-house marketing team creates effective targeted campaigns designed to drive traffic so you can focus on operations,” said Laura Rea Dickey.
Dickey’s uses original time-tested recipes and serves signature Southern Hospitality with every plate. Every Dickey’s location slow smokes all of its meats onsite in open kitchens where guests can interact with their local Pit
The Dickey’s menu is full of classic time-tested recipes, but the brand is ripe with innovation, especially when it comes to technology and data. Technology has always been important to Dickey’s, and prior to the pandemic www.insightssuccess.com
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Our tender meats are slow-smoked over hickory wood for up to 14 hours and we are committed to sourcing high-quality meats that are anything but artificial.
From a proprietary online ordering system to Smokestack 2.0 – a proprietary KPI and business intelligence data tracking system – Dickey’s provides the tools and technology to equip owners for success. Dickey’s digital investments coupled with a strategic approach to building sales have positioned the brand to achieve same-store growth throughout the pandemic, so Dickey’s has a strong foothold in the coming days.
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the brand started enhancements to the e-commerce and online ordering platforms. The updated e-commerce site coupled with an enhanced franchisee intranet portal – the Smoke Pit – allows Owner Operators to have improved access to hundreds of support resources.
Laura Rea Dickey CEO
In addition to stellar domestic growth, Dickey’s just announced a letter of intent to open 50 locations in Australia. International expansion has been a focus for the brand, with expansion also planned for Pakistan and the Republic of Georgia. Dickey’s already has overseas agreements in Abu Dhabi, Dubai, Brazil, Singapore and Egypt.
www.insightssuccess.com
December 2020 | 25
Brand Building
AN EXPERT’S
GUIDE TO BUILD A BRAND LOVED BY ALL
I
fondly remember a particular day when a young gentleman approached me at a festival. My husband and I had recently started another business and a unique business it was. My husband, aka DaddyO, had taken an interest in making his own ice cream. But being 100% Irish, he poured a full bottle of bourbon in the very first ice cream he made. We used a brand name bourbon and locally sourced honey and called it Honey Bourbon. It was delicious to say the least. He then went on to create unique ice creams with Vodka, Rum, Baileys Irish Cream, Guinness and pretty much every alcohol out there. His ice cream was an instant hit. The young man at the festival said, “I want to do your marketing,” for which I replied, “Why would you want to do our marketing when you know nothing about us and what we do?” He said that he knew much about us from the branding that we had done on our tents, cart, cups, logo, and our card also. He could tell that we had great business minds because we had already done such a great job on our branding. That was quite a compliment so even though I would not consider myself an expert, I can give you a few tips on creating a brand loved by all. Knowing we had something that was worth growing into a profitable business, we immediately went into business mode. We had to come up with a name. So, we called the family over and sat around the kitchen table and made a list of names. We settled on DaddyO’s Irish Ice Cream Pub. Every Christmas we used to sign the tag on a gift ‘from DaddyO’ (short for O’Brien) so my daughter in law would know which Daddy her gift was from. So DaddyO's made sense. Since many of our flavors contained alcohol, we thought it would be fitting to use the words Irish Ice Cream Pub, something no one has ever done before. We quickly bought the domain name and created email addresses and worked up a website.
holding a beer in one hand and an ice cream cone in the other with a banner below that said DaddyO’s. I contacted a trademark lawyer and immediately started the trademark process. You need to start that early because it takes around 9 months to process and you could be turned down. That is exactly what happened to us. DaddyO’s was turned down so we had a backup plan and reapplied using the words Daddy O’Brien’s. When you brand a company, you need to figure out who your audience or customer is and gear the branding towards them. We are makers of alcoholic ice cream, so we made our branding more adult looking than a traditional ice cream product. Our carts, website, and our shop center on the Irish theme with dark woods, red and green walls, stained glass windows and a fireplace. Now, we are not narrow minded and do want our brand to be loved by all, including the family. So DaddyO has made half of his flavor creations to be family friendly. So, our audience includes everyone. When we go out to a festival, we have one line for adult flavors and one line for family flavors! If you want your brand to be loved by all, you must be involved in the community. Besides the storefront, we have our carts and logo on tents, and we bring them out to festivals, schools, sports games, breweries, corporate and chamber events. This will successfully lead people back to your store and build your brand in the community. I have created several coupons to give out as prizes for the schools and other organizations to use. We have spirit nights for schools, fundraisers, blood drives, pet adoptions, you name it! When hard times come, like Covid-19, your community will remember how you have been kind to them over the years and they will find ways to bless you. Give them a superior product, superior service, make them feel special and you have built a brand to be loved by all.
The logo was easy to come up with. We asked a caricature artist to draw a caricature of DaddyO as a leprechaun 28 | December 2020
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About the Author Lori and Frank O’Brien, aka MommyO and DaddyO are the creators and Co-founders of Daddy O’Brien’s Irish Ice Cream Pub. Located in Sugar Hill GA and in Lake City FL, Daddy O’Brien’s is a unique and hot concept combining Adult and family flavor ice cream creations made on site with an Irish theme. Their ice cream has won at least a dozen national awards and Frank has earned the distinguished title of Grand Master Ice Cream maker from the National Ice Cream Retailers Association. Daddy O’Brien’s offers franchise opportunities. Lori may be contacted at lori@daddyosicecream.com. www.daddyosicecream.com facebook.com/daddyospub
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d o o F e s i h c n Fra
Potential Franchising Business
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The Right Choice
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ccording to industry experts and a study report on the Franchise Industry, “Without a doubt, food franchises are the most visible businesses in franchising. When people think of franchising, food franchises are almost always top of mind. Furthermore, a large number of today’s prospective franchise owners begin their general search for the right franchise with franchise opportunities in the food segment.” Well, everybody needs to eat. In this manner, food franchises will consistently be stylish. From food trucks and stalls to full-fledged restaurants and everything in the middle, the food franchise industry additionally offers forthcoming franchisees a wide range of approaches to pursue their business objectives notwithstanding its steady interest. In short, in comparison to all other franchise business, the food franchise takes a pie. The following is a glance at three major reasons that you should consider while buying a food franchise. 1. Food is hot! The quantity of new food ideas being begun is off the graphs. There are two or three purposes behind it. For one thing, buyers are requesting more of the healthier items, and food happens to be one of those items. Furthermore, with regards to preparing dinners at home, some segment gatherings (like twenty to thirty-yearolds for example), are not sure about their kitchen capacities when compared with different ages. So they choose to purchase frozen food or buy their food directly from cafés.
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At long last, the popularity of televised cooking shows are making purchasers considering food like never before. Those shows have helped increment enthusiasm for things like locally sourced ingredients, low-fat/low-carb meals and plant-based nourishments. 2. Potential Pay In your area of the country, if you are deciding to open/set-up a food franchise, choose wisely; there’s a lot of money to be made. For instance, as indicated by the business specialists report, there are a few food franchises that exceed $1 million in yearly income. Ultimately, you have to understand that your benefit will differ. Overall revenues are affected by the royalty percentage you pay to franchise headquarters, your outgoings, the traffic you get in your area and more. Tip: The more units you have ready for action, the more noteworthy your income. 3. It can make a Great Family Businesses In case you’re considering business that you can get your family associated with, consider owning a food franchise. Here’s the reason: A. Food franchise requires more number of staff The staff expected to run a food franchise include:
There’s more if you own a full-flagged food franchise. You’ll have to have dishwashers, workers and more. B. Multi-unit Opportunities In case you’re ready to put funds into a multi-unit food franchise segment in, you’ll need a manager at each location. After all, relatives are more preferable to have over a confided. Besides, if you have relatives as the executives, you’ll have the option to keep your business “in the family.” 4. In the end food foundations will consistently be near. In addition to the fact that people need to eat, however, they need to socialize, as well. Food establishments serve both of those necessities. Try to locate a quality franchise opportunity that is a solid match for your neighbourhood and has space to grow. Fortunately, there are a lot of choices in the realm of a food franchise, so choose wisely. Putting it all Together Explore any business opportunity thoroughly that you’re thinking about. Make a list of administrators/ operators from the parent organization and call them. Have an attorney investigation on the agreement drafted by the parent organization. Ensure you get a revelation statement. Now, grab the opportunity and make it big.
• Kitchen workforce • Counter individuals • Managers
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10
THE
BEST
Food Franchises TO OPEN IN 2020
HANDCRAFTED RECIPES FOR HAPPINESS he novel coronavirus has put a challenge of survival in front of the world. While all businesses are being challenged in ways we never knew possible, the hospitality industry is certainly one of the most challenged. With everyone staying inside, people preferring home-cooked food, and commercial places closed due to lockdown, first few months were a nightmare for the restaurants and eateries. However, it was also a time, to think, re-strategize, change priorities, and come up with a plan that could help both the businesses and the people.
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of excellence in service and food quality began by serving only premium hand-breaded or grilled chicken tenders, always made fresh, all-natural, with no hormones, no steroids, no preservatives, and no antibiotics ever, dipped or “sauced” in uniquely flavorful signature sauces in a clean, family-friendly environment. Combined with farm-fresh salads, sandwiches, wraps, fries, hand-made chips, and Texas toast, Huey Magoo’s attracts a cult-like following of Millennials, families, and neighboring businesses desiring quality, delicious food at reasonable prices.
When we are on the other side of this crisis and evaluations are made of which brands survived, which brands responded aggressively and creatively and which brands and leaders emerged to thrive, Huey Magoo’s Chicken Tenders is on track to be one such brand. All of its locations managed to stay open and have thrived with its successful family meal options, take out and delivery programs. Looking at the situation, it also introduced curbside take out and online ordering and its overall fast-casual model has now positioned the brand favorably well for continued operations.
Even during the pandemic, sales levels for Huey Magoo’s have been strong, and in some cases, have exceeded pre-COVID weekly sales levels. Matt says, “We are very fortunate to report that Huey Magoo’s future, even in today’s unprecedented, challenging times, remains bright. COVID 19 challenges have not defined us though, and instead exposed the character and commitment of our franchise partners, the strength and dedication of our leadership team, and the love of our brand shown by our loyal guests.”
Huey Magoo’s was founded in Orlando, Florida in 2004 by tour golf professionals Matt (“Huey”) Armstrong and Thad (“Magoo”) Hudgens, two southern boys with a passion for quality chicken and a penchant for serving others. A culture 34 | December 2020
Here’s how Huey Maggo’s went from being Orlando favourite to America’s Favourite, straight from Matt and Thad. How did the expansion begin? Huey Magoo’s caught the eye of industry veteran and former Executive
Vice President of Wingstop Andy Howard, who expanded Wingstrop from approximately 80 restaurants to over 600 in his 10+ years with the company. “Chicken expert” Howard acquired Huey Magoo’s in 2016 as President and CEO and brought with him fellow Wingstop all-stars, including Huey Magoo’s now Chief Operating Officer Mike Sutter, Director of Operations Matt Paleos, Chairman of the Board Wes Jablonski and Board of Directors Bill Knight. In just four years under Huey Magoo’s dynamic new leadership team and growing family of distinguished franchisees, Huey Magoo’s went from four restaurants located in Greater Orlando to rapidly expanding throughout the Southeast with now thirteen restaurants across Central Florida, in South Florida and in Greater Atlanta and 100 more franchisees sold, bringing many more Huey Magoo’s restaurants to the entire state of Florida, Georgia, Mississippi, Tennessee, South Carolina and more. Brief us about the offerings. Huey Magoo’s serves signature grilled, hand-breaded or “sauced” premium chicken tenders, farm fresh salads, sandwiches and wraps. Each Huey Magoo’s tender is always made fresh, all natural, with no antibiotics ever, no hormones, no steroids and no preservatives. Huey Magoo’s offers dine-in/out, take out, delivery through third-party delivery services, drive-thru and curbside pickup (at participating restaurants). www.insightssuccess.com
Passion for the hospitality industry, a desire to serve guests and strong business acumen are ingredients for success. A realization of the fact that the boneless chicken category is THE place to be in foodservice… and a love of our product and brand certainly helps! A “working proprietor” mentality with proven ability to manage both at a unit and multi-unit level are essential. Development agreements are typically (three) units minimum and time-bound within reason, so financial ability must fit the plan. Overall, an enthusiastic chemistry among the prospect and our team must be present, as we are “Partners” for many years to come. How do you train the new franchisee on-board and track their development? Highly seasoned corporate trainers combine classroom, functional position and management training for 17 days both in our training restaurant and then on-site during pre/post opening of their new location. Real estate site selection support is provided by a dedicated broker network with close review and approval by Huey Magoo’s corporate team. From “Day 1”, real estate, design/construction/operations support
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All our tenders are handcrafted with a mission to serve you and your family great tasting chicken tenders while spreading happiness.
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What are the key points that you consider while choosing or getting in talks with a new Franchisee?
Andy Howard President & CEO
and communication brings them to opening and continues over time as they grow into their territory development plan. Franchisee success and satisfaction levels are key to our relationship and their growth. What factors differentiate the company from competitors and how do you ensure that these factors remain consistent throughout the chain? Huey Magoo’s differentiates from competitors by serving 100% fresh, steroid/hormone/antibiotic free chicken and marinated 24 hours in Huey Magoo’s own recipe. Each tasty tender is served either handbreaded, or, another key point of difference, Huey Magoo’s healthy, delicious and simply unmatchable grilled tender option. Huey Magoo’s highly seasoned corporate training, both at our corporate training
store and on-site at each franchise location, ensure consistency in our high-quality product and exceptional service across the brand, which Huey Magoo’s prides itself in. Brief us about the future perspectives. Huey Magoo’s is rapidly expanding throughout the Southeast with thirteen restaurants currently across Central Florida, in South Florida and Greater Atlanta and 100 more franchisees sold, bringing many more Huey Magoo’s restaurants to the entire state of Florida, Georgia, Mississippi, Tennessee, South Carolina and more. For franchising inquiries, contact Andy Howard at andy@hueymagoos.com. For more information on Huey Magoo’s, visit www.hueymagoos.com.
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