What Does a Franchise Area Manager Do (for You)?

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Most franchisees buy into a franchise specifically because it IS a franchise; that is, it has a tested and proven business model, clearly recognizable branding, and training. It is quicker and easier to learn operations and processes. The benefits include other support people, too. Last month, I praised the value of other franchisees whose experience can guide you along your new business path. Another character in your entrepreneurial franchise play is the franchise area manager.

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A franchise area manager is responsible for developing the franchise presence in a specific region. They promote the franchisor’s brand and support franchise owners in their business development. Store sales are important, so the area manager will be directly involved in your purchase. After that, though, what does the area manager do for you?

• Ensure brand values. When you buy into a franchise, you choose to do so because there is consistency for you and for customers. Everyone knows what to expect when purchasing (and delivering) a product or service. An area manager will guide you, your employees, and other franchise locations regarding the brand mission. They will observe operations and recommend changes to stay within the brand’s framework.
• Mentor and guide. A good area manager will learn about your strengths and address areas that will improve the business. They will observe your operation and learn how best to assist if needed. Because franchise area managers cover a large area and many sites, you will likely see each other only a day or two each month. Ideally, you pre-set the day and time to prepare and focus on your questions or concerns.
• Seek area success. Some area managers focus primarily on area sales. If there are many unsold sites, their focus will be to fill those locations with eager franchise business owners. However, a good manager will also help you run efficiently for the area. That might mean greater collaboration or referrals between stores or more training for your demographic. When they see a need that you don’t, they step in to assist.
• Foster internal relationships. Area managers are your first contact if you have issues. As such, they become the intermediary with corporate personnel and will connect you to the best person to assist in any situation. From accounting questions to IT departments, your area contact wants you to be running as efficiently as possible and seeks resolutions from within.
• Local promotion. Some franchisors use area managers to coordinate regional marketing promotions specific to your clientele and locale. Sometimes, marketing promotions draw upon local attractions (like zoo passes for new customers) or public events that draw possible clients. From sponsorships to targeted marketing, an area manager will have a voice in how to collaborate with other sites nearby. You pay fees for this expertise, and an area manager coordinates those efforts.
• Inspire teamwork. As part of promoting the brand, it is helpful to network and learn from other franchisees in the area. Simple get-togethers or group training opportunities promote teamwork and create an interdependent work environment, and your area representative coordinates these for your benefit.

An area manager is rewarded for a robust area that supports the corporate mission. Their tasks include driving higher revenue through more site sales, but it also demands a commitment to individual franchisees and the others around you. Success is more likely with group support, and an area manager helps ensure both.

Anne Daniells is a co-owner of Enterprising Solutions, a professional services firm specializing in corporate communication and financial improvement for businesses where she shares decades of corporate and entrepreneurial experience—including franchise ownership—in her writings on business culture. She has authored hundreds of articles for publications including AllBusiness.com, TweakYourBiz.com, and MSN.com. Reach out via her website for more on where corporate culture, communication, and human architecture collide.