Industry Masterminds Gather to Tackle Challenges of Multi-Unit Franchising

The most powerful players in Franchising will gather this spring for the nation's only conference dedicated to the industry's fastest-growing segment - multi-unit franchising.

In fact, a Washington-based information company specializing in Franchise research last reported that 40 percent of the franchised units in its database are owned by multi-unit franchisees. The Multi-Unit Franchising National Development Conference & Expo 2003, scheduled for March 14-15, 2003 in Atlanta, is the nation's first and only event to address the needs of existing and potential multi-unit/multi-brand franchisees and entrepreneurs in the food, retail, hospitality and service sectors.

Sessions will cover high-level, strategic and everyday nuts and bolts issues impacting multi-unit and multi-brand franchising, from the franchisee's perspective. An exhibit hall will feature the latest updates on Franchise Opportunities and support for franchisors, suppliers and peers.

The conference, produced by franchise UPDATE, is targeted to existing multiple unit franchisees in the food, retail and service sectors along with developers, chain store operators and private investment groups looking to build and expand multiple unit franchise operations. franchise update has provided information to the franchise community since 1988 through conferences, web sites, magazines, annual publications, survey reports and research.

"Competition in the marketplace is increasingly fierce, with new brands and reenergized brands entering the market continually," said Therese Thilgen, president and founder of Franchise UPDATE. "In these tough economic times, everybody needs education to keep growing their brand cost-effectively. This conference is an unequaled opportunity to learn from multi-unit franchisees who are out there on the firing line and to do business in a professional environment."

The power of a "think tank"
To identify the most relevant topics and issues affecting multi-unit franchising, Franchise UPDATE organized a "think tank" consisting of a diverse group of multi-unit franchisees representing more than 100 brands who are out there on the firing line.

The group consists of 12 men and women of various ethnic backgrounds representing a cross-section of industries, ranging from operators of six to 300 units each. Brands represented include Supercuts, Burger King, Chili's, TGI Fridays, Holiday Inn, Krispy Kreme, Sheraton, Jiffy Lube, Dairy Queen and more.

Supporting a trend
In its debut last year, the conference attracted almost 300 attendees. Thilgen said she expects participation to exceed 500 this year and to continue growing as word spreads about the conference's value and as the trend toward multi-unit franchising continues to intensify.

Currently, an estimated 1,500 franchise companies operate in the United States conducting business through more than 316,000 units. An increasing number of franchisors in a variety of different industries are selling development rights only in multi-unit packages.

"Multi-unit/multi-concept franchising are the fastest-growing segments in the industry because they offer successful operators both economies of scale, and the possibility of spreading risk over multiple brands, ie, franchisee owns Holiday Inns, TGIF's and Chili's franchises," Thilgen notes. "Franchisees can grow in areas where a new location with their original concept is not an option. They can hedge their investments against shifting consumer tastes and trends. It offers a better risk-reward relationship."

Given that backdrop, program content at the conference will focus on expansion and diversification of multiple-unit franchise operations, with special break-out sessions geared for the food, retail and service segments. In addition, Franchise UPDATE will provide benchmarks for success in multiple unit franchise system management.

Sessions include:

• Franchisee Power Forum
• Financial Management
• Organizational Management
• Recruiting & Managing People to Grow Your Chain(s)
• Location, Location, Location
• Value of the Brand
• Renewal Rights and Transfers
• Encroachment Issues
• Legal Program

Heavy hitters
Sponsors and exhibitors include some of the biggest names in multiple-unit franchising, including The Wall Street Journal, GE Capital, National Cooperative Bank, Krystal Company, A&W Restaurants , Burger King, Carvel, Pizza Hut, Pizza Inn, Choice Hotels, Cinnabon, Church's, KFC, Taco Bell, Entrepreneur Media, Intacct, Jenkens & Gilchrist, and Long John Silver's. Others include Aaron's, Bojangles' and Boston's Restaurants. According to Thilgen, multi-unit franchisees from Supercuts, Krispy Kreme, TGIF Friday's, Burger King, Chili's, Choice Hotel Brands and many more are already registered to attend.

"This conference is truly a unique opportunity for existing and potential multi-unit franchisees, as well as franchisors, to expand their knowledge of multiple-unit franchising, including benefits and challenges, and how to finance and build a multiple unit franchise chain," Thilgen said. "Experts will share powerful knowledge about how to organize and manage multi-unit chains. Plus, attendees can strategize with expanding franchisors face-to-face."