By Derek Lilly worldwide brand co-founder.
You might say that franchising is in my blood. For the past 18+ years, I have developed the Dream Doors brand on three continents. Now, this has been revamped for the USA under the new brand name EatGatherLove. So, when someone’s asking my advice about becoming a franchisee, one of the questions I get asked a lot is – “Is it better to buy a franchise from a large, established brand or am I better off getting in on the ground floor with a new brand?”
Naturally there are pros and cons to each option. Established brands have all the latest tools for marketing and selling the product and usually a well thought out support system for franchisees. Consumers will already know what you’re selling, what you stand for and you’ll have less of an uphill battle with marketing. With strong brand awareness, you’re not usually taking much of a risk if you can afford the franchise. The downside is that sometimes the brand isn’t available in your chosen territory, or there may be stiffer than usual royalties or marketing fees.
Going with a new brand, called an ‘emerging’ brand in the franchise industry, means you’ll take on more of the job of teaching consumers what you’re all about. And while the fees are usually more affordable, your franchisor likely doesn’t have all of the wrinkles ironed out. You may have to help create some of the systems as your business grows and the need arises.
Take EatGatherLove for example. Our new vision of the 18 year established Dream Doors franchise from the UK, New Zealand and Australia has just entered the California market, by establishing a Master Franchise for California who’s already brought on their first US unit franchisee based in San Diego. With over 100+ international franchise units under the Dream Doors brand, they’re way past the emerging phase. They’ve already honed the all-important training and support systems needed to onboard and ramp up franchisee success. Their US franchisees will benefit from their 18+ years of success and their proprietary marketing and award winning Franchise Management System (FMS). EatGatherLove have all US based support staff established and in place to meet their expansion timetable. The Advisor Board reads like a who’s who of USA Franchising, take a look for yourself.
Says Derek Lilly, CEO and Founder, “We know what it takes to grow a strong franchise in our industry and now we’re leveraging that success here in the USA. We’ll be building off the success of every franchise we award here, so that means we’re going to do everything possible to see our franchisees succeed.” As EatGatherLove gains momentum, the brand will become more established, and all franchisees, present and future, will benefit from that success. And having jumped in on the ground floor, in the USA at least, they’ll be in the unique position of being a true leader in their category.
So as you’re considering buying a Franchise, I suggest taking a look at another option – a newly launched international Award winning franchise system!