A podcast that feeds food & beverage brands

Ep 80: Dan Rowe / CEO of Fransmart

Watch the episode
Dan Rowe is known in the restaurant industry as The Chainmaker. He takes emerging restaurant brands and, along with the team at Fransmart, turns those brands into successful national restaurant chains. It’s a formula he used for Five Guys, Qdoba Mexican Grill and, more recently, Halal Guys – a thriving chain that started from a food cart in New York City. On the menu in this episode of Forktales, Dan talks about what makes a good franchisee (and a bad one), the role of real estate in marketing a new brand, his recent project with rapper Pitbull and the question one franchisee asked that immediately ended a meeting.

Listen Now

Forktales
Forktales
Ep 80: Dan Rowe / CEO of Fransmart
Loading
/

Show Notes

Fransmart is a global leader in franchise development. For over 20 years, they’ve excelled at turning emerging concepts into national and global brands. Led by company founder Dan Rowe, Fransmart is known throughout the franchising community for spotting and growing brands like Five Guys Burgers & Fries and Qdoba Mexican Grill, from single unit businesses to the powerhouse chains they are today. 

Fransmart has built restaurants in all of the top 150 media markets in North America. 

Fransmart’s success stories include Five Guys, Qdoba Mexican Grill and Halal Guys – a franchise that started from a success food cart in New York City. Today, Halal Guys is the most successful Middle Eastern restaurant in America. 

Dan’s success stems from his knowledge of each market and the potential franchisees in each market. With that knowledge, he can often predict whether a restaurant will find franchisees and be successful. 

The biggest mistake a lot of franchisees make is picking the wrong brand to invest in. Another mistake franchisees make is not following the system put in place by the brand they’re investing in. 

QUOTES

“A good franchisee wants to follow somebody else’s system. A bad franchisee buys a franchise and tries to do everything different.” (Dan)  

“In every market, we know where the best operators are, we know where the best intersections are, where the best projects are, the best architects, contractors, food distributors, so we just sort of developed this knack for understanding the best way to do everything in these markets.” (Dan) 

“I want to be relentless about getting the right site (for a new restaurant). For any concept, there’s 10 or 15 or 20 potential sites. But there’s really only three or four first sites. You have to be very careful when you’re building a brand in a brand new market. There’s something very strategic about using real estate and real estate’s role in marketing.” (Dan) 

“You have to be really good at knowing exactly where your bullseye’s are and coming up with some logic around what order you should be growing.” (Dan) 

“You have staff for the sales you want and you have to staff for the company you’re trying to build.” (Dan) 

“I’ve never seen a concept that I can’t figure out how to drive sales and lower costs.” (Dan) 

TRANSCRIPT

00:00.00

vigorbranding

Hello if you’re a restaurant looking to become an an international restaurant chain or if you’re um, you know I’m gonna start over I’m sorry it’s kind of fumble that all just yeah, hello if you’re a restaurant looking to become an international restaurant chain or if you’re an entrepreneur who wants to own a franchise today’s episode is for you. My guest is Dan Rowe he’s the Ceo and founder of fransmart and he takes emerging restaurant concepts and turns them into national and international franchises. He’s been called the chainmakerr and we’re gonna talk to him today about his process. Dan. Thank you so much for joining us.

 

00:32.74

dan_fransmart_com

Um, yeah, thanks, thanks for having me.

 

00:36.52

vigorbranding

Well let’s just jump right in. Let’s start with Fransmart tell me a little bit about it How you started maybe a little bit about your history and where you got your start.

 

00:44.96

dan_fransmart_com

sure sure I I started washing dishes and cooking got into technology if id never went to college so barelegged out of high school. So I but I was lucky enough when I was like nineteen eighteen and a half nineteen for about 5 years I got into technology. Worked for a guy that grew software companies made some money and what do I do go right back in the restaurant business I bought a franchise of a bagel bakery and it was a 6 unit bagel chain in Washington d c I lived in California the idea originally was to bring the franchise to California ah, because there’s no bagel shops near me. And I went into business with a buddy mine and his wife and they wanted to move to Denver so we opened up our first franchise in Denver I had negotiated a deal I said hey if we’re successful with this I want to also do your franchising and because I’m proving you outside of Dc where all your stores are. We were very successful and I was 23 I think he was 25 enty five or 26 and we were more successful than most of the stores that they had in Dc so we did their franchise development and we grew them from 6 stores to around 200 in about 4 years sold the company.

 

01:51.64

vigorbranding

Wow.

 

01:57.90

dan_fransmart_com

1 of my shops in Denver was across from the first Chipotle we tried to get him to franchise. He wasn’t interest in he did just fine without us but somebody who copied him was ah Kudoba Kudoba mexican so we approached Kudoba we got involved with Kedoba when they were only open a couple months.

 

01:59.35

vigorbranding

I.

 

02:13.86

dan_fransmart_com

Helped him put together the whole franchise program grew that to think about 100 open and few hundred in development sold that to Jack in the box and at that point I had grown 2 companies at a time as individual, you know, like 2 different companies at a time under 2 different companies. And then I said it was 2000. Everything was a.com back then and I said you know what I’m going to I’m going to start a new company instead of growing one brand at a time I’m going to grow a portfolio at a time so we started fransmart.

 

02:45.15

vigorbranding

That’s brilliant Now you know, ah and talking with you I’ve learned a couple things number one I did 2 work in the restaurant first and I believe wholeheartedly that everyone should start out working a restaurant. You’ve got to take orders. You’ve got to get things Done. You have to execute you have to talk to people by and large. You have to get to know how to handle problems I mean there’s a whole lot of education that happens in a restaurant doesn’t it. The other thing I It’s very humbling. Ah, that’s right, That’s absolutely right? The other thing I will say is I also did not.

 

03:04.41

dan_fransmart_com

Yeah, yeah, yeah, it’s It’s also humiliating and it’s humbling and it’s ah it’s good. It’s good to see why you should treat people better.

 

03:17.44

vigorbranding

Go to college I I was a creative guy so I just like thought well hell I’m really smart at doing these big ideas and creating stuff I don’t need to go school so I didn’t and you know at the end of the day. It’s it’s kind of funny because 1 time my daughter was asked in school like hey do your parents ever have any sayings you know like you know what? what are they known for saying and.

 

03:23.23

dan_fransmart_com

Yeah.

 

03:34.41

vigorbranding

My my daughter raised your hands and my dad said C students run the world so that was me I was just like yeah an underachiever. But just I worked really hard. So anyway, um so look with frasmar. Essentially you take this guesswork out of franchising right? You’re connecting entrepreneurs.

 

03:36.80

dan_fransmart_com

Yeah.

 

03:51.90

vigorbranding

Ah, the one to get into the restaurant ownership business with emerging restaurants and I mean so you’re’re, you’re finding great ideas or you have these great ideas. You’re finding people that that are business people and maybe good operators but also teaching them how to operate um you know So what? at the end of the day. What makes a good franchisee.

 

04:05.99

dan_fransmart_com

A good franchisee wants to follow somebody else’s system a bad franchisee buys a franchise and then tries to do everything different or or argues with the the company. But yeah I mean franspart’s main business were franchise development company. We have big picture vision. So like with 5 guys. You know we didn’t invent burgers. We just saw a micro niche of you know, fresh burgers and nobody really owned that segment we saw burger King Wendy’s Mcdonald’s but nobody was really doing high quality. Um chefy food and. So 5 guys was in Dc they were near us. They won these awards all the time for best burgers. They had a really really good hamburger. It was more expensive than the other guys. Whatever but they had 4 units and I just said you know what? I’ve already grown you know mexican chain a bagel chain all across the country There’s nobody else doing this in any other market around the country and so our playbook is basically become we. We’ve built restaurants and all the top hundred and fifty biggest media markets in North america so New York’s the biggest something around Savannah Georgia or something like that is somewhere around one fifty

 

05:12.95

vigorbranding

Me.

 

05:20.00

dan_fransmart_com

And in in every market we know who the best operators are we know where the best intersections are the best projects are the best architects contractors food distributors and so we’ve just sort of developed this knack for understanding the best known way to do everything in every one of these markets and so yeah, we did it with 5 guys. We. You know, wound up growing those guys I think we grew them from 6 4 4 locations to about 100 open a few hundred in development we sold. They’re like 2000 stores. Um, we did with halal guys. So here’s another thing like my premise was gosh. There’s a billion and a half muslims in the world. And when I go to Chipotle or Starbucks I’d ask my wife like do you know any muslim actors or singers or apparel companies or tech companies or car companies or food brands. There’s a no no no no no I’m like well wait a minute There’s a the biggest demographic population in the world and there’s no brand.

 

06:10.71

vigorbranding

A.

 

06:16.28

dan_fransmart_com

And so and we were opening american brands over in the Middle East and so you know most of our franchisees are super wealthy. Many of them are royal family and the first night they gee whiz you with their homes and just the way that they live. Second day they’re like what do you want to do and I said I want to go get street food and they would take you to some of this amazing amazing middle eastern street food and I tell myself I’m like somebody’s going to figure out how to build a brand out of this and so we did with the halal guys. Ah, we hal. All guys was a cart in New York City for 25 years They had 3 carts in the city. Not even a food truck just a cart but they made really good kind of chicken or gyro over rice with this white sauce and.

 

06:47.34

vigorbranding

Um, yeah.

 

07:00.43

dan_fransmart_com

And people stood in line for it and I’m like okay here we go so I found that same thing same playbook biggest 150 media markets. Best franchise operators you know exactly where to put them so anyone I mean sometimes these locations anybody could succeed there.

 

07:16.49

vigorbranding

Yeah.

 

07:16.65

dan_fransmart_com

But that’s part of the hack. That’s part of the hack is is going into these markets and we’d pick great operators I remember the the 2 corporate stores that we built in New York City both did like ridiculous volume like 2 times what a 5 guys in the same location would do because we picked the right site.

 

07:34.20

vigorbranding

He.

 

07:36.18

dan_fransmart_com

The first franchisee in Chicago opened up to like $80000 a week or some weird number the first California in first the first California store that we opened up clear across the country did over 100 grand it’s first week in sales. So.

 

07:48.67

vigorbranding

Well.

 

07:51.51

dan_fransmart_com

You take a good concept you package it right? and then you just have to build the right teams that can handle the volume pick the right locations and but that’s our playbook. We just keep doing it over and over.

 

08:01.41

vigorbranding

That’s fantastic That makes it mean it’s awesome and so like I have to ask like so the Halal guys I mean I’ve eaten it I mean I know know the carts I know that I know the whole deal Did you just like walk up there one day and say hey guys I’d like to talk to you about an idea I have.

 

08:12.41

dan_fransmart_com

So they didn’t even have a website they didn’t have a website. They didn’t have a social media page. They had a fan page So a fan had created what I thought was the website. It wasn’t a website it was called.

 

08:21.50

vigorbranding

Scott.

 

08:26.38

dan_fransmart_com

Fifty third and 6 are dot com or whatever it was but it was a fan page and I so and I basically emailed and they said hey I’ve done this and this and this and this and I want to do middle eastern and the guy’s like hey ah I don’t actually own it I’m just creating a fan page because I love these guys I’m like can you introduce me to them and they introduce me to him.

 

08:42.85

vigorbranding

Wow.

 

08:46.36

dan_fransmart_com

But it was funny I’ll never forget when I went to go meet him I’m like hey I’m the guy that did 5 guys in qdoba and they’re like what’s that like they don’t know these were super religious muslim. They come to America looking for the american dream I mean.

 

08:53.20

vigorbranding

Yeah, yeah, yeah, so yeah.

 

09:01.88

dan_fransmart_com

Awesome founders, amazing! Beautiful people, great people. They came to America look they all had advanced degrees came here looking to the american dream and America basically shut the door and they started off driving cabs and they just you know, kind of worked really hard and then they opened a street cart. Was originally a hot dog cart that that they converted to halal food and they would use it as a way to sort of give people jobs like bring family members and friends over here and give them jobs and they had a couple of these carts but it’s like in the beginning when I was first trying to tell them. Oh I’ve got this big vision I want to go do all this stuff.

 

09:25.29

vigorbranding

May he.

 

09:36.38

vigorbranding

Yeah.

 

09:36.82

dan_fransmart_com

They’re like what are you talking about and you know because they they just weren’t they didn’t realize they didn’t see what I saw and they and they were not taken at all with my background they could care less. Yeah.

 

09:44.63

vigorbranding

Well, and yeah, they they had to start with they start with probably nothing right? So to get the cart and be able to get a corner probably was like they felt like they had they’d achieved a you know a lot which they had but they had no idea with with the capacity of that you could bring them like in in the locations and everything.

 

09:57.46

dan_fransmart_com

No no and and and they didn’t care they frankly they said we don’t want to open what they didn’t want to do was be embarrassed, be ashamed. They’re like very prideful of what they do. It’s funny when you talk to the owners. They still talk about they could talk for.

 

10:03.10

vigorbranding

Wow.

 

10:15.46

dan_fransmart_com

10 minutes just about this plate of food and how to make that plate of food perfect and it’s like that’s why they have those long lines right? So like a guy like me I’m not the reason that they’re successful. They’re successful because they care about that plate of food tasting the way it tastes.

 

10:15.96

vigorbranding

He. Yeah.

 

10:30.31

dan_fransmart_com

You know my job is not to screw it up but that it took a year from the time I first met him to the time that they finally said let’s go and it was mainly me convincing them that I wasn’t going to screw it up like this is a way that they’re feeding their family. They’re very proud of what they built and even though they didn’t have social media or whatever everybody knew what it was it was just

 

10:39.27

vigorbranding

My home.

 

10:49.71

dan_fransmart_com

There’s 8000000 carts in the city and 3 of them have long long like absurdly long lines and they just didn’t want me to screw that up. So yeah.

 

10:55.79

vigorbranding

Um, so I mean for us I mean you know we we do marketing and advertising so we focus on the restaurant segment with vigor and like they they took off is it because I kind of think it might be but. Because of the long lines in New York because of the word of mouth. Do you think it was just one of those things once they start getting locations people just kind of knew of it already because they had been exposed to it from the street or or is it like a lot of word of mouth or how do you think the explosion happened.

 

11:17.40

dan_fransmart_com

Um, well well yeah I mean well to take a step back a million people tried to knock him off none of them have none of a have a million people when this thing started to fly everybody who’s put the word halal.

 

11:26.40

vigorbranding

He wow.

 

11:35.29

dan_fransmart_com

On their cart in their storefront or whatever when when I started franchising this. There was all these metoo copycats. None of them are around and it’s because they’re not authentic and they didn’t do the right thing but no, it took off what I did is the way I marketed it to people outside of New York was funny. The first few franchisees.

 

11:36.52

vigorbranding

Yep.

 

11:42.10

vigorbranding

Wow.

 

11:53.96

vigorbranding

In here.

 

11:54.63

dan_fransmart_com

Knew it from New York like when they would come to New York they would go there and so like my Chicago franchisee my vegas franchise or my um southern cow in my Houston franchisees even my Dc franchisee they they every time they went up to New York they went there so the minute that they found out we were franchising they they bought it. Everybody else? What? what? What would happen is we would just market pictures of the line so initially it was lines of the cart and so people would be like what is roe babbling on about and it’s like this long line would at least stop them to get them to look you know at the next line or at the next page.

 

12:17.41

vigorbranding

Here here.

 

12:31.38

dan_fransmart_com

And then as soon as the first couple stores opened this the Southern California store doing 100 grandits first week that line looked like ah I mean it was Quarter mile long and so like even the news was taking pictures of it. So all I did is reposted what the news because.

 

12:41.45

vigorbranding

A.

 

12:48.90

vigorbranding

Sure no doubt.

 

12:49.70

dan_fransmart_com

You know it’s also a credibility technique. It’s like if I if I post a long long line people like yeah if the news posts it. It seems more credible. So yeah, we we just. In the beginning we would we kind of did that I didn’t want to explain with a lot of words what the concept was or what I thought it could be I just wanted to show long lines and then that would get people to come see it. Try it eat it and then you meet the owners and you just know like this this we had.

 

13:12.92

vigorbranding

Yeah, it’s authentic.

 

13:16.35

dan_fransmart_com

Almost everybody who came in for Discovery day wanted a franchise but they wouldn’t approve him. They were very picky about who they let in I mean it’s funny. We had a guy that came in and the minute that they that they gave in the indication they weren’t going to run the place right? or hire the right team out like they would even get up and leave the meeting and um.

 

13:28.82

vigorbranding

E well.

 

13:35.74

dan_fransmart_com

And then we even had a guy come in I’ll never forget it. He goes does the meat really have to be halal does it have to be halal because halal food’s more expensive and and I’ll never forget it like we’re all looking at each other like did he just say that and he did and it’s like meeting was over guy flew clear across the country for the meeting and within 8 minutes the meeting was over.

 

13:43.57

vigorbranding

Yeah. He had done.

 

13:55.41

dan_fransmart_com

And so yeah, it was but it’s a funny story but it’s’s ah I mean it’s such a great concept. It’s just a great concept. You think about billion and a half people no brands. It’s really the largest I mean certainly the largest restaurant chain MiddleEastern restaurant chain in North America

 

14:00.40

vigorbranding

Good.

 

14:12.54

vigorbranding

Yeah.

 

14:12.74

dan_fransmart_com

But now we’re open in London we’re open in Korea we’re open. You know we’re we’re we’re growing. So my goal with that and you know also when I started I’ll never forget when I first started growing the company. We got an interview with 1 of the big New York papers and I said this is going to and we only had carts and in. I said this is Goingnna be the biggest middle eastern brand in the world. The biggest muslim brand the biggest halal brand blah bla blah bla blah and the lady was laughing on the phone and I’m like what are you laughing about she was Dan They have carts and I’m like I know but I see something bigger so I’m not always right? But in halauge’s case I was.

 

14:35.62

vigorbranding

In.

 

14:43.11

vigorbranding

Yep, that’s fantastic. Well I love your line I’ve heard you say it many times that you let people vote people vote with their wallets right? So you followed the line that’s bright I mean ah and your marketing was smart too I mean using the the news and all that and showing the lines I mean that’s the proof and that’s ah.

 

14:50.15

dan_fransmart_com

Yeah, yeah, yeah.

 

15:00.48

vigorbranding

That’s masterful marketing and so that that brings me to sort of another question because it’s really an interesting ah like I’m really interested in what you do I mean you find these great products and these great brands you you look at the lines you say?? Okay, this is. There’s ah, there’s some white space in the ah in this in the restaurant world for this. This can be the next big thing. But then there’s also ah you need to know a fair amount about real estate right? There’s certain you just said. There’s some real estate that you could put anything in there I’m sure that’s not true, but probably any of your products you could put in there and they’d be successful. But then there’s also the the franchisees people want to own a restaurant or maybe Master franchise. These folks that have like a. You know they have a serious office and they own a bunch of different brands in some cases talk about like the whole thing coming together that whole thing coming together. Well just you have these the master franchisees right? So you got to find them then there’s the the actual then there’s the real estate part right.

 

15:37.93

dan_fransmart_com

Yeah. Wait wait which part. Um, yeah, yeah, oh um, yeah, so for me I always start with the end in mind I I see a chain for what it can be 10 years down the road and that in that tells me the.

 

15:52.73

vigorbranding

And then there’s also sort of the restaurant part. How does that all work together.

 

16:07.16

dan_fransmart_com

You know the 150 biggest markets in North America US and canada canada most of the canadian markets behave like us. So I always talk about North America but um and then certain international markets like we’ve sold tons and tons and tons of deals internationally so like I already know where this is going to go.

 

16:22.24

vigorbranding

A.

 

16:24.47

dan_fransmart_com

I Already know the franchisees in those markets and so I know which ones are going to like the brand and why and how I have to package or maybe I have to cook it a little longer before I show it to a certain guy like I already kind of know that whenever I take on a brand. The most important thing.

 

16:38.66

vigorbranding

Nate.

 

16:40.62

dan_fransmart_com

When I get a new brand because I’m getting them at a very early very early stage. They’re still hair on them. They’re still rough around the edges. They still don’t know what they don’t know 5 guys didn’t have pos systems for example, like the whole all guys didn’t have dead carts right? They didn’t have pos they they.

 

16:44.30

vigorbranding

Me.

 

16:54.48

vigorbranding

Yeah, say they had carts.

 

16:58.36

dan_fransmart_com

Yeah, so it’s like that’s okay, that’s okay, it’s like I know the other stuff but that and ironically like what I know is not um, as important is the fact that 5 guys had a line out the door or ha all guys had a line down the block like I can figure out how to build a system or manual. Way faster than I can ever figure out how to organically get a line down the road like that’s that’s a different level. So yeah, that is the magic but what I do is is it’s really interesting like when I I don’t leave anything to chance. No matter who I’m selling no matter what brand what market and who the franchisee is.

 

17:15.21

vigorbranding

Right? That’s the magic.

 

17:30.87

dan_fransmart_com

I I act like they’ve never been in this business before because I want to be relentless about getting the right site. So like here I’m in Scottsdale right in Phoenix Arizona there’s for any concept. There’s 10 or 15 or 20 potential sites. But there’s really only 3 or 4 first sites.

 

17:36.65

vigorbranding

Yeah, he.

 

17:48.15

dan_fransmart_com

Like yeah to be very careful when you’re building a brand in a brand New Market is like there’s something very strategic about using real estate in real estate’s role in marketing and real estate’s role in branding and so you have to be really good of knowing exactly where your bull’s-eyes are and coming up with some logic around.

 

17:56.12

vigorbranding

A.

 

18:07.15

dan_fransmart_com

What kind of order you should be growing and so we’re that kind of pedantic even about real estate. It’s not just about hey I need a twelve hundred foot space or fifteen hundred foot space like no, no, no there’s so much more to it and then once you have the right spot you have to make sure that your unit economics hit. So that that’s the thing is like you can’t you can’t go into a spot and then have cost overruns or you can’t have what you know it needs the cost. What everyone thought it was going to cost to open it needs to open above. Whatever sales everybody was thinking originally it needs to hit profitability faster because there’s all these weird things in people’s minds that like even if it’s a great site and for some reason it gets off to a slow start all of a sudden people like oops not going like plan. And psychological psychological. Ah they’ll start making dumb decisions. They’ll start cutting people cutting marketing cutting problems like wait a minute and so we we assume all that stuff’s going to happen so we’re relentless about how we pick real estate how we market how we build the team I always say you got a staff for the sales you want. And you have to staff for the company you’re trying to build. We never sell mom and pop franchises ones e toosey’s we sell territories and so whenever we’re selling like a halal guys. For example, the California franchisee opened with a director of operations from Panera.

 

19:11.99

vigorbranding

Here.

 

19:25.37

dan_fransmart_com

Ah, director of operations from Chipotle and I think a director of culinary from one of those 2 concepts too. Plus the manager plus the owners were there well, that’s also why that first store in California self-funded 7 more is because you you know you basically open up with the the team’s bandwidth could easily handle.

 

19:32.00

vigorbranding

Well.

 

19:37.32

vigorbranding

Are here.

 

19:45.32

dan_fransmart_com

The kind of sales I think it was doing over three million a year and so you you have to sta for that if you if you open up doing you know $5000000 run rate with a million dollar team your sales go down. They never come back up and so like all of that little stuff. It’s like Dan you’re just the sales guy. It’s like mm.

 

19:46.10

vigorbranding

Wow.

 

19:55.19

vigorbranding

And he.

 

20:02.92

dan_fransmart_com

I I sell a lot of franchises not because I’m good at sales I sell a lot of franchises because I make the brand sell themselves So all the things we talk about are kind of how do we get the brands to sell themselves the best the best marketing tool Any brand would ever have selling a franchise is the existing franchisees and so.

 

20:07.58

vigorbranding

Man.

 

20:19.58

vigorbranding

Yeah.

 

20:22.35

dan_fransmart_com

You have to make those franchisees So successful. So happy so referenceable that even when you’re not, they’re trying to orchestrate just the right reference even if they just run into somebody what they’re saying sells your franchise.

 

20:34.20

vigorbranding

Sure I mean it’s the experience the the customers get the franchisees get everybody. It’s got to be. You know everyone’s a customer at that point right? You know they’re selling the the actual brands to to new franchisees. So that’s. I mean that’s ah, that’s a really really great point. So what is the biggest mistake you see like franchisees making like when they you know they’re first coming to you.

 

20:57.35

dan_fransmart_com

Um, Fran when a franchisee ah picking the wrong brand like if they pick I mean I if they pick the wrong brand if they don’t staff the right way like everybody think about why somebody wants a franchise in the first place. The only reason to own a franchise is to get wealthy like there otherwise.

 

21:00.70

vigorbranding

Man.

 

21:15.40

dan_fransmart_com

It’s not worth the risk like you’re risking capital you’re risking an Sba loan or A Loan you’re risking signing a lease now you’re on the hook for that lease for years. The liability, the cash outlay the liabilities and the contingent liabilities those are real costs. The only reason to do that is because you’re trying to get to a completely different level in life and so now the question is what’s the right vehicle to get there. So what’s the thing that that’s going to make so much profit that I want to keep doing it and how do I do it and so the mistake a lot of people make is they’ll pick the wrong brand.

 

21:45.53

vigorbranding

Um.

 

21:49.50

dan_fransmart_com

So they want to get to never never land. They just pick on the wrong the wrong brand to get there when they buy a territory so somebody that wants to own 5 or 10 or 20 units when they open up their first store and they open up with a skeleton crew. You know we all have we have so much turnover in the restaurant business. You open up a store.

 

22:03.81

vigorbranding

Sure.

 

22:07.62

dan_fransmart_com

With the skeleton crew and you even just have normal attrition. You’re constantly in a hole right? So you have to staff for the volume you want you have to staff for the company you’re trying to build that has to include redundancy has to include turnover so a franchisee who thinks a franchise only costs 300 grand to open.

 

22:09.63

vigorbranding

He.

 

22:27.40

dan_fransmart_com

It’s like yeah but you need another 100000 in these extra soft costs to basically get to the point you know to get to this point and so it’s people not really thinking that through or at the first sign of things didn’t go like I thought. They start cutting. They abandon the big picture and they go start focusing internally and what happens is you start managing that business down so that’s the biggest mistake and then another big mistake is people just not following the systems like I interview from my podcast. All these franchisees of other brands I’m like tell me the difference between you and the.

 

22:46.60

vigorbranding

And.

 

22:59.60

dan_fransmart_com

I Mean you like you’re one of the most successful franchisees and whatever the brand is I’m interviewing the guy for like what’s the difference between you and someone who struggles with the same brand almost to a T they go. We just follow the system and I said whenever you buy a struggling franchisee stores. How do you make them successful.

 

23:10.22

vigorbranding

A.

 

23:17.45

dan_fransmart_com

Go back and follow the systems just execute like people are buying 5 guys because they want that burger those fries to taste exactly like they think they don’t want chicken sandwich. They’re not there to get you know salad or whatever they want that like just go back to making that. That’s all you got to do and it’s people overthink it and it’s like.

 

23:17.80

vigorbranding

Leave you.

 

23:31.72

vigorbranding

Inconsistency. Yeah.

 

23:37.53

dan_fransmart_com

That’s all you got to do if you’re buying a jack on the box at Mcdonald’s if you’re buying you know a Jiffy Lube right it’s like whatever it is. It’s like people are going to that brand because they want that experience all you have to do is give give it that give that to them.

 

23:51.50

vigorbranding

Yeah, well I mean we always say like in in marketing what we do. We always say ah the definition of a brand is brand is a promise and you know in the case with the restaurants I mean if I go to 5 guys no matter which one I go to I want I want them to basically promise me and give me that same thing I want that same product I don’t want it to vary from place to place. So.

 

24:03.60

dan_fransmart_com

Yeah.

 

24:08.98

vigorbranding

I think that’s amazing. Do you find yourself because I have to think this is is somewhat the case because you find these I’ll say these raw concepts these great concepts whether it’s halal guys or 5 guys or or probably Qdoba when you start with them I mean you’ve you’ve launched them. Are you bringing? you always talk about a playbook. Are you bringing that playbook to them. Are you kind of saying. Yeah, this is great here’s how we operationalize this thing. Do you find yourself really kind of setting up the operations a lot I figured.

 

24:32.20

dan_fransmart_com

Um, almost always so not not I mean not only setting maybe some sometimes it’s just tweaking right or giving them some best known tool we have because some people in me actually have really good systems for.

 

24:37.50

vigorbranding

E e.

 

24:47.70

dan_fransmart_com

There are 1 or 2 or 3 stores that the owners are constantly there and even if they don’t have a written system. They kind of all know how each other thinks and you know all that stuff. So there’s there’s really just technique about the best known way to do everything I mean marketing staffing operations time and motion studies like everything you can think of.

 

25:06.70

vigorbranding

Me.

 

25:06.79

dan_fransmart_com

Like we have a tool in our toolbox for it and those tools keep getting changed. They keep getting retrofitted because think about marketing twenty years ago versus marketing today or tech the tech stack like there wasn’t even a tech stack twenty years ago so it’s like you have to keep evolving but our ecosystem in the restaurant business.

 

25:14.36

vigorbranding

Sure right.

 

25:25.52

dan_fransmart_com

Isn’t only every restaurant brand I’ve ever worked with I’m on the board of the national restaurant association. So there’s not really a Ceo I don’t know there’s not a big franchisee of any brand that I don’t know um I’m I’m ah oh and then kitchen fund. So we have a fund a kitchen fund.

 

25:29.85

vigorbranding

Um, yeah.

 

25:39.51

vigorbranding

The.

 

25:42.51

dan_fransmart_com

We were early investors in like sweet green and Kava and you know all kinds of different brands. So like our ecosystem’s pretty good and pretty valuable like we have a lot of really successful successful access in our in our ecosystem to always getting the best answer and so if there’s something coming up or something my brands are dealing with. Like I just go find 2 or 3 people that I know are just knocking it out of the park and you know we sort of get those answers and then we weave that back into our brand so it’s it’s a little bit of cheating. But.

 

26:14.52

vigorbranding

Um, you know? yeah.

 

26:14.64

dan_fransmart_com

Yeah, it’s something that we’re able to do you and I are on ypo together. There’s like most of the most successful franchisors and franchisees are in ypo and if you reach out to ah I mean I always say success leaves clues like if you’re trying to get a better answer like most people are pretty generous with their time like as long as you’re not overtly.

 

26:29.76

vigorbranding

Um, yeah.

 

26:34.18

dan_fransmart_com

Competing with them or annoying them. They’ll kind of help they’ll they’ll kind of help you figure that out. but but yeah but back to what the stuff we bring to the table is I think I liken it to a chain that goes around your neck like every link in the chain it takes to open a restaurant and operate a restaurant. Every link in a chain. It takes to what do I have to buy when do I have to buy it. What’s supposed to cost every link in the chain we feel like we have the best known chain with the best known links and so any brand that we take on who’s used to only having 1 or 2 or 5 or 9 or whatever it is like we’ll just have.

 

26:57.48

vigorbranding

Me here a hint.

 

27:09.24

dan_fransmart_com

All these links in the chain were like you know like some of the things they they may say no I’ve already got that I don’t need that but most often they they want help with that and then I’ve never seen a concept that I can’t figure out how to drive sales and lower costs like ah like drive drive sales I was on a call earlier today with a brand that that we’re looking at.

 

27:21.38

vigorbranding

A.

 

27:28.90

dan_fransmart_com

But it’s like you know it’s some of the stuff. It’s sort of like you and marketing like you could conversationally talk about marketing of stuff That’s just second nature to you to someone who’s not a marketing expert and they think you ah are you know a guru and it’s like I’m not really a guru I’ve just had we just have so many of these conversations.

 

27:38.24

vigorbranding

Right mean he.

 

27:48.31

dan_fransmart_com

And we’re constantly trying to figure out how how who’s doing something better than everyone else. So we’re constantly having this conversation about the best known way So when these conversations come up. We’re able to just rattle them all up and it’s not. You know it’s just nature of our business.

 

27:52.40

vigorbranding

Me.

 

28:03.61

vigorbranding

Yeah, and just we got to be refined, always refining so like I’m interested tonight. So someone called you and and I know you probably can’t say which I totally respect. But you’re looking at something I mean is it somebody that says hey I’ve got two like stores and I really think I have something here that could be.

 

28:12.14

dan_fransmart_com

Yeah, yeah.

 

28:19.50

vigorbranding

The next big thing the next 5 guys. Ah or is it stuff that like you might have stumbled on to something or heard about something I mean how does that? How do how do they come to you or how does that work.

 

28:28.61

dan_fransmart_com

Oh ah, well well those are 2 2 different things the way we get brands half the time they’re coming to us or someone will refer someone or someone says hey have you checked this out the other time we know what we’re looking for like we know what we’re looking for and we. We go after the best known players and whatever the market is so I’m I’m on this whole latin kick that nobody nobody’s done anything new in latin since Chipotle and they’re not even latin and so they’re as wide as I am and so we’re on this whole kick I met pitbull the rapper.

 

28:43.28

vigorbranding

Got you? he.

 

28:59.86

dan_fransmart_com

And he’s like how come no Mexican chains are owned by Mexicans and how come no latins own the big Latino restaurant brands I’m like let’s fix that because probably because they might have like some of the best tacos or its best best restaurants you’ve ever been or in the hands of authentic latinos.

 

29:00.16

vigorbranding

Um, he.

 

29:14.88

vigorbranding

Right? Bum pop.

 

29:17.96

dan_fransmart_com

Why haven’t they figured out how to build chains like I don’t know. Maybe it’s capital. Maybe it’s confidence. Maybe it’s know-how it’s like well we have plenty of all those. So now we’re targeting Latinos like pitbull and I are targeting Latinos with really good concepts we’re given a.

 

29:24.24

vigorbranding

He he.

 

29:33.10

dan_fransmart_com

Everything that both of us know think about his ecosystem like we’re giving him everything that we know to make to drive um success around that brand So we’re actually going to and we want to get wealthy helping Latinos get wealthy right? So that’s.

 

29:34.50

vigorbranding

Um, yeah.

 

29:47.57

vigorbranding

That’s fantastic.

 

29:48.95

dan_fransmart_com

That’s like but that that was one of these things where as soon as he and I came up with this I’m like okay now I got to go find a really great brand and in that case, what I did is I went to Us foods the biggest supplier in the country or one of the biggest suppliers in the country said here’s what pit bull and I are looking for who do you know. And all of a sudden they’re like this brand in Chicago we think is the next thing could be the next chipotle blah blah blah blah blah fly out to Chicago and it like you are right right? So that that goes from you know, somebody a Us foods we we told us foods like I told 90 people what I’m looking for us foods. Basically you know. Said here’s we have a lot of latin brands here’s one that’s a standout and you think about that too is like like us foods has something to gain too because now they have a client that goes from I think it was 8 stores when we got there now. It’s 13 with 6 or 8 new territories around the country. Now. They’re going to have instead of a 8 unit brand they’re going to wind up having a 500 unit customer you know and it was because they basically brought it up to us.

 

30:49.54

vigorbranding

That’s awesome. So do you think a latino brand. Do you think that’s going to be Franz Mars Next big big thing in the portfolio or you have something else cooking or what? what do you think the next big big thing is.

 

30:57.31

dan_fransmart_com

We we? Yeah, we have a few brands that are doing record numbers like this this latin brands called cilantro it’s growing faster for me so far than 5 guys did like our first several months is growing faster.

 

31:06.43

vigorbranding

I Love the name.

 

31:11.34

dan_fransmart_com

And it’s growing every franchisee is a franchisee of another brand and so they all have experience. They all know what they’re doing. They have capital but they also have a perspective of why they like this brand better than what they’re doing and so um, it’s interesting. Keep an eye on cilantra. That’s gonna be a fun one and then we’re.

 

31:25.93

vigorbranding

And again I don’t know who does your naming but I love that I Love the name Slanic because I think that’s so approachable yet It’s intriguing. You know.

 

31:33.69

dan_fransmart_com

Yeah, but it’s it’s like Chipotle right? So it’s like cilantro and and ah but it’s I mean it’s a real authentic story because I’m like the world doesn’t need another chipotle another mexican created by a white guy like they need. It should be like so our tagline or our.

 

31:43.75

vigorbranding

E.

 

31:49.14

dan_fransmart_com

Positioning is the next big thing in Mexican is actually really mexican and so this is a family that kind of you know snuck into the country and like so many do and started off ah humbly through life in America you know like the halal guys.

 

31:50.94

vigorbranding

She.

 

31:56.48

vigorbranding

He.

 

32:06.56

dan_fransmart_com

Ah, yeah, but they you know they came across and they they literally started opened up a restaurant to make a living to feed people to make a living turned out that what they were serving and it was latin for latinos so they started off their whole career is making this amazing. So think about how tough that customer is it’s not Latin Latino for gringos.

 

32:18.00

vigorbranding

Briefly.

 

32:25.61

vigorbranding

We hear.

 

32:25.73

dan_fransmart_com

This is latino for latinos and it was a standout brand that was doing crazy numbers and then all of a sudden they had opened 2 locations. They took over a failed baha fresh and it’s doing crazy numbers. They took over a failed chipotle right? That’s America’s darling is chipotle.

 

32:41.70

vigorbranding

Um, right.

 

32:44.30

dan_fransmart_com

Where Chipotle couldn’t succeed in this area of Chicago they’re packed. They’re busy and so you’re like wait a minute latino for latinos yeah, people like it and I’m like this thing’s going to be a monster and that’s why like I think we had 6 or 8 people come look at it all 6 or 8 of them are our franchisees now.

 

32:47.27

vigorbranding

Yeah, and again so it’s it’s quality. Yeah.

 

33:01.87

dan_fransmart_com

So they’re all buying the franchise but that and then the other thing I’m excited about we got approach and beginning a covid if you you remember when Covid first happened the government was scrambling every day with new rules and regulations and restaurants had to close or could only open every other seat or had to do dividers Whatever was driving the industry crazy.

 

33:02.11

vigorbranding

That’s awesome.

 

33:20.40

dan_fransmart_com

And I had a franchise lawyer that said hey I’ve got this electronics Brand Would you take it on I’m like I don’t think so I don’t know anything about electronics Long story short. We took it on that thing’s growing faster than any brand I’ve ever grown. It’s way more successful than any restaurant has ever been. It’s called pay more pay more electronics. It’s.

 

33:35.64

vigorbranding

That’s great, very cool.

 

33:37.90

dan_fransmart_com

Buy sell trade new and used electronics and the irony is a lot of food guys are building it and then all of a sudden I run across um, a ah facial Studio Skincare Studio called Glow thirty. So it’s a small little and and I was approached by her.

 

33:40.57

vigorbranding

She.

 

33:53.68

vigorbranding

You know.

 

33:54.36

dan_fransmart_com

Her commercial broker her real estate broker. She goes hey would you ever do like a facial place I’m like I don’t know I’ve never even had a facial and I I talked to the lady and she said hey I want to be the orange theory of skin care I’m like I don’t know what that means and I’ve never been to orange theory and I’ve never had a facial but I.

 

34:06.19

vigorbranding

And then.

 

34:13.40

dan_fransmart_com

And I saw the lady who was in Bethesda Maryland I looked on through my Linkedin I found somebody at orange theory and Bethesda and I said hey can I venmow you some money and you go check this place out and she said sure I’ve venmoed her some cash she went and checked it out. She looked up my background she goes I don’t know what your plan is with this brand but whatever it is I’m in.

 

34:30.79

vigorbranding

Yeah, yeah.

 

34:33.90

dan_fransmart_com

And so she actually left orange theory came to work for me. She’s the vice president of 4 us growing low 30 and this is skincare clinic that’s growing faster than I mean it’s just grown like crazy. So we’ve gone from being a restaurant franchise development company to a franchise development company and um.

 

34:50.48

vigorbranding

That’s awesome.

 

34:51.84

dan_fransmart_com

But we keep looking for food like I’m I’m I’m ah I can’t offline I’ll tell you who, but it’s but we’re we’re working on a pretty pretty big project right now like I’m still I’m at the end of the day I like to feed people. There’s just something very rewarding about feeding somebody someone pays you for the food that you give them.

 

34:59.73

vigorbranding

Um, yes, yeah.

 

35:11.33

dan_fransmart_com

And they say thank you and they come back and they bring friends like there’s just something instantly gratification gratify gratifying about about that. So like I’ll always be in the in the restaurant business but the restaurant industry is getting a little wakeup call because it’s from a business perspective. It’s hard.

 

35:12.11

vigorbranding

Yeah, he.

 

35:29.54

dan_fransmart_com

Harder to make money nowadays in restaurants which is why so many like at this places glow 30 like we just sold all of Arizona to a huge food franchisee Greg Flynn the biggest franchisee in the world is this starting to expand with nonfoo and and ah yeah.

 

35:39.47

vigorbranding

Um, sure. Yeah, the the glow 30 thing look I’ll be very very honest I think it’s fantastic because I know that look feeding people makes you feel great. If you haven’t gotten a facial i. Absolutely recommend it I look I’m a father of daughters I’ll admit it I go every two months. It is the greatest thing on earth. So the fact that you are in the on the but the ground floor of a franchise for this brilliant I guarantee it will explode I mean I just ah, in fact I buy a bunch of the gift cards and I give them out to folks here in the office because I just think it’s like.

 

36:02.53

dan_fransmart_com

Um, yeah.

 

36:11.60

dan_fransmart_com

Yeah, well I it will now I can’t now so glow 30 It’s one of these members. It’s a membership skincare which is another thing it’s sort of like memberships is the ultimate hack because you make money while you sleep. You basically make money whether people use.

 

36:11.71

vigorbranding

Ah, great hour of your life. You know? So if you if you haven’t done it. Do it. Ah perfect. Yeah yeah, right.

 

36:28.82

dan_fransmart_com

Something or not when you have a membership think about fitness studios how many times you buy a membership and you don’t go and the fitness studio is happy. They’re happy because you’re not there so they wind up selling one hundred and fifty percent of capacity knowing that the third of the morons never show up. So um.

 

36:31.63

vigorbranding

Yep, yeah.

 

36:41.56

vigorbranding

Um, that’s right.

 

36:44.97

dan_fransmart_com

But that’s that’s sort of the membership model and it’s like man this thing you buy a membership and the ah but the irony here is people don’t not use it. So it’s ah every month the the facial changes right? So like in October it was like a pumpkin facialin.

 

36:52.97

vigorbranding

Are a are.

 

36:59.45

dan_fransmart_com

July I think it was like lemoncello or whatever but every month it’s a different carefully curated facial and people don’t miss it. So it’s not like you just get a facial and no big deal I get one next week it’s people like no, it’s the end of the month they’re going to change this month into next month I don’t want to miss last month so the reason I still haven’t ever been to glow is every time I come in for discovery day. These guys are booked out three weeks in advance. So like if you said you wanted a franchise right now for glow the earliest I could book your discovery day is like three weeks because we want you to get a facial as part of your discovery day. It’s like yeah and so.

 

37:19.90

vigorbranding

Oh yeah, yeah yeah.

 

37:26.37

vigorbranding

Wow Yeah in the in the facial is the product’s holding it up right.

 

37:35.15

dan_fransmart_com

So yeah, so it’s ah but it’s yeah, it’s funny, but but now I mean it’s franchising like we had. We is weird. We had a record year last year we we had more new franchise sales last year than ever the first quarter of this year doubled last year so like been doing this for 30 years and

 

37:48.56

vigorbranding

A.

 

37:54.11

dan_fransmart_com

And that’s even food like I mean our food brands like cilantro we have. We have the largest fastest growing indian brand called curry up now. So there’s another one. There’s a billion and a half indians when you think about how many indians and pakistani eat what looks like to you and I indian food. It’s like no one’s ever built a brand.

 

37:54.65

vigorbranding

Um, yeah.

 

38:11.40

vigorbranding

Um, right.

 

38:12.55

dan_fransmart_com

And so we you know now we have 100 units in development for curry up now. We just sold London so that’s now international. So the London franchisee is the subway franchisee for for all of Uk. He actually bought all of Uk for curry up now. So yeah, we’re going we’re going nuts we got dessert franchises. We got. You know we we got really good things but I’m drawn to things that have really good numbers. So like I have a cookie franchise called smackery in New York City and no one. There’s no real number 2 to crumble and nobody I mean crumble just went like a monster I tried to get smackery 6 or 7 5 five five

 

38:38.32

vigorbranding

8

 

38:44.17

vigorbranding

Yeah, yeah.

 

38:50.41

dan_fransmart_com

Years ago before I ever saw crumble and I couldn’t even get him to call me back and then finally I knew someone who knew him and we made a deal about a year ago but there’s no number 2 to to crumble all the people that are trying to build cookie shops are all doing six hundred Grand seven hundred Grand a year this guy is. He’s in Eight hundred Square feet and I think he did two point three million dollars last year. So yeah, yeah, cookies 3 yeah so I mean ridiculous sales and and um, but he’s doing a difference. It was like well even in New York there’s a lot of other places that do under a million dollars why is he doing.

 

39:09.85

vigorbranding

Wow Cookies That’s fantastic.

 

39:27.26

dan_fransmart_com

More than double what everyone else is doing. It’s like that’s what I look for so like I look for concepts that just do like haa guys. There’s a lot of people selling meat over rice with sauce in New York only 1 guy had a line down the block. So I got him it was smackerys only 1 guy is doing whatever.

 

39:33.77

vigorbranding

No.

 

39:39.46

vigorbranding

Yeah, that’s right.

 

39:46.65

dan_fransmart_com

Thousand dollars a foot in sales. He’s $3000 a foot in sales or whatever he’s doing even in New York like by New York standards that’s still 2 times the sales per foot than any other chain does and it’s like well you know so there’s something about that which makes yeah which makes my life easy because I don’t have.

 

39:56.93

vigorbranding

Um, there’s some there. Yeah.

 

40:02.94

dan_fransmart_com

You know like I don’t have the guy that’s only doing 7 or eight hundred Grand a year in cookies I have the guy doing two point three million so makes my life a little bit easier.

 

40:06.62

vigorbranding

Yeah, very cool. Let’s let’s talk 1 more thing about that you’re’re you’re embarking on the podcast journey you’re gonna do smart franise you go talk a little bit about that.

 

40:16.50

dan_fransmart_com

Sure so I started a franchise. It’s the first question I ask whenever I meet successful franchisees or franchisors I’m like what makes you successful. What are you doing? What do you know that I don’t or what you know why are you getting results that other people are getting and so.

 

40:31.22

vigorbranding

Is.

 

40:33.95

dan_fransmart_com

Started smart franchising with frans smart I just believe success leaves clues and I feel like people are willing to share and so my first guest on was the biggest franchisee in the world. Greg Flynn he owns 2700 something franchises all over the world. He’s now going I mean I think he’s targeting 5000 franchises. He’s going to go to some weird number and it’s like okay, well and I’d ask him right on the podcast What do you do different like why are you getting the results you’re getting why are you and without saying it I’m kind of like why are you better than everyone else or what are you doing that people can learn from.

 

41:06.64

vigorbranding

Me here.

 

41:10.85

dan_fransmart_com

And surprisingly I mean he’s he’s obviously um, careful. Ah, but he gave some really good. Um, really good tidbits and then but like I had franchisees of 5 guys and and um, franchisee really successful franchisee from um, red robin.

 

41:27.74

vigorbranding

He sure.

 

41:29.52

dan_fransmart_com

Right? So casual dining is taking a beating right now. Well here’s a guy that’s doing double-digit sales increases and he’s still growing. So I’m like what thell are you doing that like Chilis can’t figure out in Fridays are closing restaurants and you’re building more restaurants you’re doing great. What are you doing and he’ll tell you he’ll tell you exactly as secrets as success.

 

41:38.98

vigorbranding

So in here.

 

41:44.92

vigorbranding

Yeah.

 

41:49.00

dan_fransmart_com

Ah, 5 guys franchisees like why? Why do you have 80 stores. Why do you? This other guy had 17 another guy had 80 like what is it, you do different than everyone else they leave that and one I had 2 other guys on that are really really cool by bunch but 1 of them was Don Fox from Firehouse sold a sandwich shop right? You think there’s not room for another sandwich shop or he builds one he sells it for $1000000000 so it’s like how did you do it like what can what can my audience learn or Freddy’s like even after fiveges. Freddy is the burger and and milk shake company.

 

42:08.98

vigorbranding

You’re right. Shift a.

 

42:22.10

dan_fransmart_com

Same thing like you get his whole story and you get how he did it and they tell it in a way that tells you if you follow what they did. You’re going to have the same result and then 1 thing right now that I think is mystifying a lot of people is the restaurant tech stack people don’t understand restaurant marketing or the tech stack. Most.

 

42:31.42

vigorbranding

Man.

 

42:38.63

vigorbranding

Performance.

 

42:41.80

dan_fransmart_com

Most people don’t get it I had a guy on that I think is the best and most brilliant in the space and he decoded the whole thing and not only decoded it I’m like give me the app to fix this. Give me the app to fix that if you were a franchisee. What are the first 3 things that you’d make sure that you did.

 

42:57.90

vigorbranding

Me.

 

42:59.16

dan_fransmart_com

And he went into detail about everything and so it’s you know stuff that he charges a lot of money as a consultant. He’s giving it all away for free so smart franchising with Fransmar is really just that. It’s like what’s this. What’s the best known way to do everything um in a way that people can learn from.

 

43:15.69

vigorbranding

Yeah I mean it seems to me and I don’t know if you found this but I feel like there’s a lot of the same ingredients I mean it typically starts with a really good quality product I think people think a lot of times when there’s a franchise or whatever. It’s like you figure out ways to ah ah skip. And to save money and certainly have to run the operation but it’s usually a quality product. Um consistency. Ah great operations and then I go back to that sort of that brand promise like there’s a story. There’s there’s this great authenticity that that kind of exudes and and kind of you can carry from place to place. We just had. I just had betsy ham ah from duck donuts on and that that’s a franchise that kind of grew I mean yeah, did the world need another donut shop I mean you know Russ Degiio the the founder thought so and and a great story I mean was it he was at the outer banks ah always thought of like you know going and getting fresh donuts at the beach the jersey shore we are. Lots of places have you know, fresh. You know, homemade Duck. He didn’t he couldn’t find one so he thought he should start a donut place at the outer banks out in duck and that’s where that’s where it came from and it was like I mean you know puts this together and it’s this. Ah, it’s this great franchise. So I feel like a lot of these guys have ah just a great story. A passion.

 

44:17.76

dan_fransmart_com

Yeah.

 

44:29.72

vigorbranding

And it’s an authenticity that you know makes it makes it kind of ah ah, magnetic that other people want it and and want to grow from it. Yeah.

 

44:33.49

dan_fransmart_com

Yeah, yeah, yeah I agree but that I duck don’t I Love duck donuts and they’re delicious, but you think about it’s like well how did he create that it’s like because he created it like how did I do what I did because he did it.

 

44:43.90

vigorbranding

Yeah, yeah, that’s it. Yeah yeah, yeah, that’s right, you know execute That’s right, you know don’t be afraid to fail the whole thing I tell my I tell my daughters all the time I mean look I failed a lot. So.

 

44:49.77

dan_fransmart_com

It’s like that’s the biggest thing is people sitting on the sidelines like you got to get going life is short. Yeah.

 

45:01.28

dan_fransmart_com

Yeah, yeah.

 

45:01.81

vigorbranding

The C student guy Again, you know you you fail. You just go out there and you know hey look hopefully you get an a here bring that average up to a C but you know you’re allowed to fail you go out and try things and pivot and and keep going. It’s it’s exciting. So you said you start your podcast out with the same question I end mine with the same question. So I’m going to.

 

45:09.78

dan_fransmart_com

Yeah.

 

45:17.85

vigorbranding

I’m gonna ask this? Um I look forward to your answer, you’ve created a lot of restaurants you’ve built brands all over the the world. So your last meal one final meal. What would you eat where and why and there’s a disclosure you’re not going to assault any of your ah ah franchisees. You can just pick anything. So.

 

45:31.60

dan_fransmart_com

Oh man, probably my last meal would be my last meal is going to be Italian and it’s probably going to be.

 

45:47.32

dan_fransmart_com

I don’t know got to think about this? um I wish you said it ahead of time but ah, but there’s a restaurant in New York City it’s my favorite in the world and it’s because the dad cooks the mom’s the hostess and the son’s the waiter. It’s called Sandros Sandros

 

46:04.57

vigorbranding

Sandros. Okay.

 

46:05.57

dan_fransmart_com

And it’s the best food I’ve ever had. It’s dinky teeny tiny but everything that comes out’s unbelievable. It’s the opposite of pretentious. It’s the ah I mean it’s just a neighborhood place that you could walk by a hundred times and never know it was there every time I go to New York I

 

46:13.37

vigorbranding

E.

 

46:22.30

vigorbranding

I I just wrote it down I’m in New York all the time. So I’m gonna I’m gonna try and fight is it in Manhattan it’s okay Sandros.

 

46:23.10

dan_fransmart_com

Block time to go there. That’s probably my favorite meal of all places sandros. Yeah yeah, yeah in the upper East but it’s like it’s awesome. Food’s good. Price are reasonable. You know and you all and you go there and you feel like they appreciate that you’re there the whole the whole load but it was definitely my last meal of no matter where would be Italian like favorite food I could I mean I Just can’t get enough of that. So I Love it. But yeah, Thanks ma’am.

 

46:39.42

vigorbranding

He. Yeah, you go? Yeah hey I Appreciate you know I could talk to you for hours is fascinating I Absolutely enjoy it. Thank you so much soon.

 

46:57.21

dan_fransmart_com

You’re welcome. We’ll see you soon.

 

Share this

Episode Details

Forktales - a podcast that feeds food and beverage

New episodes every two weeks!

Sign up to get notified when new episodes are available.