I think sometimes franchisees don’t realize the power they have to affect change within their franchise operation.
Just take a look at what a number of Taco Bell franchisees have done to change how their franchise was being marketed. Their franchisee council Franmac has been dissatisfied with how their business was being represented in a recent advertising campaign and so lobbied Yum! Foods to bring about some changes.
Here’s an excerpt from a 14-point email that was leaked on the internet recently:
"Ads in the past 12 to 18 months have been largely ineffective, and we believe that an agency review should take place. Taco Bell Corporate, in conjunction with Franmac should immediately undertake an agency review. Without a doubt, we will learn new things, obtain fresh ideas, and be further ahead, even if we decide to stay with the incumbent agency."
Taco Bell is having some struggles at the moment, and it’s interesting to see franchisees, via this council, lobbying for direct changes to their marketing strategy.
Franchisees have power, too, as this story proves.