Franchises are a great way for people with an entrepreneurial spirit to get started in business. Rather than building a brand from scratch, prospective franchisees are provided with proven business models, established brand awareness, and guidelines for success – right from the start.
As a franchise gains popularity and prominence in the business landscape, it’s more important that it stands out from the crowd! Enter: franchise development marketing.
In this blog series, we aim to help you better understand franchise development and the ways inbound marketing can greatly improve your chances to scale across the country.
Here are 3 great examples of rapidly-growing franchises, a look at how they started and how their team is (or isn’t) doing the footwork necessary to expand – with speed, breadth, and most of all, integrity.
Orangetheory Fitness is a group fitness concept that began in Fort Lauderdale, FL and started franchising in 2010. It promotes a high intensity workout broken into intervals of cardiovascular and strength training, which uses a variety of equipment including treadmills, rowing, and free weights. There are locations throughout 45 states and 10 countries, including more than 400 locations in the U.S. It was ranked #60 in Inc. magazine’s “Fastest-Growing Private Companies” list and #255 in Entrepreneur magazine’s 2016 “Franchise 500,” a list of top franchises in the world.
Orangetheory Fitness is very active on social media, and uses great punchy visuals and video to sell the club to consumers. But how is its franchise development marketing? To be honest, we had a hard time finding out how to own an Orangetheory location. Their franchising link is well-hidden on the company’s main page, and Orangetheory did not appear in a search for “gym franchises” or “fitness franchises” – anywhere on the first few pages.
The healthy social buzz around Orangetheory is exciting (and appears to be working), but with some marketing tweaks, they could ensure that this growth is not just a flash in the pan and continues to solidify them as a fitness franchise leader.
Moe’s Southwest Grill
Moe’s, the popular Southwestern fast casual restaurant concept, was founded in Atlanta, Georgia in December 2000. In August 2007, the brand was purchased by Focus Brands. There are more than 600 locations in 38 U.S. states, as well as locations in Turkey and Russia.
The 2016 Harris Poll EquiTrend survey named Moe’s Southwest Grill the “Fast Casual Mexican Restaurant of the Year,” surpassing former top restaurant Chipotle Mexican Grill, and it was ranked #83 in Entrepreneur magazine’s 2016 “Franchise 500.” Moe’s franchising site is clear enough, and an organic search for “mexican fast casual franchise” found Moe’s on the second page. But Moe’s could go even further with more concentrated marketing efforts, such as a comprehensive SEO strategy, content marketing, and a heavier use of paid media outlets.
Right At Home
Right At Home is a home care franchise, with services ranging from help with chores to in-home nursing. It was established in 1995 and began franchising in 2000. Right at Home provides caregivers for various needs, and their services are personalized and flexible; care is available from as little as a couple of hours to 24 hours a day, and focus on providing help to all adults – not just seniors. In an industry whose market is expected to double in the next 15 -20 years, Right At Home’s 450+ locations in 41 U.S states and 8 countries are surely just a start.
One way to make sure Right At Home is at the forefront of the home healthcare industry is to pump up the marketing efforts that are focused on franchising. They’ll need to invest in the future by building a comprehensive set of marketing materials and a paid media strategy (to start). They are a company in a rapidly-growing industry, so Right at Home would be smart to build a hefty foundation with content marketing materials and social media activity – it will help them stand out from the crowd of home care franchises, and give them the brand awareness they’ll need.
To learn how we helped TITLE Boxing Club become Inc.com’s #1 Fastest-Growing Franchise in America, download the case study.