How does one franchise operator tower above the rest? Which Wich
Superior Sandwiches operator Jay Goldstein shares the secret business
ingredients for franchise success – regardless of what type of franchise
you operate. Goldstein’s group recently brought home “Franchisee of the
Year” honors.
Why do some franchise stores succeed while others stumble? For a few
powerful insights, look at Which Wich Superior Sandwiches, a nationwide
chain of popular restaurants focused on the “wich,” a
customer-customizable sandwich available in more than 50 varieties.
Jay Goldstein, partner and chief operating officer for 12 Which Wich outlets, including one location that last year out-sold every other restaurant in the chain, offers his exclusive perspective on the secret business ingredients for success. It’s a recipe that other franchise owners can readily follow, regardless of what sort of business they operate.
Start with a winning concept. To ensure that each sandwich is exactly right, Which Wich customers are provided a pen and a hoagie-length paper sandwich bag that identifies the kind of sandwich they are ordering – vegetarian, beef, chicken, Italian, turkey, etc. Next, customers check off their preferences directly on the sandwich bag, including choices of bread, cheese, sauce, vegetables, and other toppings. The bag is clipped to an overhanging wire and it slides along the assembly line as employees construct the final edible masterpiece.
This customer-pleasing concept has earned Which Wich rapid consumer loyalty and growth. The Dallas-based chain was founded in 2003 and began selling franchises in 2005. It currently has 224 U.S. restaurants with more than 100 openings scheduled this year.
Back it up with a great product. Which Wich has more than 60 topping choices adding up to 56 trillion potential sandwich combinations – something for every buyer and appetite. The menu is adaptable. Franchisees can modify up to 20 percent of the available sandwich choices to reflect regional preferences.
Choose a solid franchisor. The franchisor must treat its franchisees well. When Goldstein first got involved with Which Wich, he recalls that he was cautious, studying the organization until he was satisfied with its operations and the way the parent company interacted with its franchisees. “Which Wich had 32 units open at the time. They didn’t have depth in the organization, and I was very concerned about that,” Goldstein says. “I didn’t want to get into a situation where the franchisor was more interested in the franchisor than the franchisee. It’s got to be a win-win.” Ultimately, the positive results of his investigation prompted Goldstein to leap in, but only after he also got affirmative answers from other franchisees to questions such as, “How do you like working with this franchisor? Do they treat you fairly?”
Provide great customer service. “That’s where you go above and beyond and really impress the customer so that the customer keeps on coming back,” Goldstein explains. “The customer talks to other friends and says, ‘Let’s go eat at Which Wich.’ That’s how we’ve built our business.”
Take business to new heights with smart marketing. In Colorado, there are 53 mountain peaks that exceed 14,000 feet. Locals call them "14ers.” Goldstein’s restaurants offer a free regular-size sandwich to anyone who climbs a 14er and returns with a picture taken atop the mountain peak while holding a Which Wich bag. That’s the kind of marketing that “really takes Which Wich to the top,” Goldstein says, (pun almost certainly intended).
Have the right attitude. Goldstein’s Colorado Wich, LLC was named Franchisee of the Year at the annual Which Wich corporate convention in January. James Pa, vice president of operations for the national Which Wich chain, sums up the reason for Goldstein’s success this way: “If you believe that you’re going to succeed, you’re going to materialize it. It’s going to crystallize. We call that ‘the vibe.’ They’ve got the vibe.”
Source:http://cranberry.com
Jay Goldstein, partner and chief operating officer for 12 Which Wich outlets, including one location that last year out-sold every other restaurant in the chain, offers his exclusive perspective on the secret business ingredients for success. It’s a recipe that other franchise owners can readily follow, regardless of what sort of business they operate.
Start with a winning concept. To ensure that each sandwich is exactly right, Which Wich customers are provided a pen and a hoagie-length paper sandwich bag that identifies the kind of sandwich they are ordering – vegetarian, beef, chicken, Italian, turkey, etc. Next, customers check off their preferences directly on the sandwich bag, including choices of bread, cheese, sauce, vegetables, and other toppings. The bag is clipped to an overhanging wire and it slides along the assembly line as employees construct the final edible masterpiece.
This customer-pleasing concept has earned Which Wich rapid consumer loyalty and growth. The Dallas-based chain was founded in 2003 and began selling franchises in 2005. It currently has 224 U.S. restaurants with more than 100 openings scheduled this year.
Back it up with a great product. Which Wich has more than 60 topping choices adding up to 56 trillion potential sandwich combinations – something for every buyer and appetite. The menu is adaptable. Franchisees can modify up to 20 percent of the available sandwich choices to reflect regional preferences.
Choose a solid franchisor. The franchisor must treat its franchisees well. When Goldstein first got involved with Which Wich, he recalls that he was cautious, studying the organization until he was satisfied with its operations and the way the parent company interacted with its franchisees. “Which Wich had 32 units open at the time. They didn’t have depth in the organization, and I was very concerned about that,” Goldstein says. “I didn’t want to get into a situation where the franchisor was more interested in the franchisor than the franchisee. It’s got to be a win-win.” Ultimately, the positive results of his investigation prompted Goldstein to leap in, but only after he also got affirmative answers from other franchisees to questions such as, “How do you like working with this franchisor? Do they treat you fairly?”
Provide great customer service. “That’s where you go above and beyond and really impress the customer so that the customer keeps on coming back,” Goldstein explains. “The customer talks to other friends and says, ‘Let’s go eat at Which Wich.’ That’s how we’ve built our business.”
Take business to new heights with smart marketing. In Colorado, there are 53 mountain peaks that exceed 14,000 feet. Locals call them "14ers.” Goldstein’s restaurants offer a free regular-size sandwich to anyone who climbs a 14er and returns with a picture taken atop the mountain peak while holding a Which Wich bag. That’s the kind of marketing that “really takes Which Wich to the top,” Goldstein says, (pun almost certainly intended).
Have the right attitude. Goldstein’s Colorado Wich, LLC was named Franchisee of the Year at the annual Which Wich corporate convention in January. James Pa, vice president of operations for the national Which Wich chain, sums up the reason for Goldstein’s success this way: “If you believe that you’re going to succeed, you’re going to materialize it. It’s going to crystallize. We call that ‘the vibe.’ They’ve got the vibe.”
Source:http://cranberry.com
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