Culver's (Culver Franchising System)
HQ: Prairie du Sac, Wis.
Units: 509 in 22 states (501 are franchised)
"Our webinars are geared toward telling the Culver's story," says Tom Goldsmith, director of development for the chain known for its butter burgers. "If they're interested, we'll talk to them some more. If not, we probably won't hear from them again." It's an efficient way of weeding out people who are not strong candidates, he says, adding, "We're not twisting arms."
Culver's has been holding webinars for two years, often twice a week. This summer, the chain held to a webinar schedule of 1 every 7 to 10 days, rotating among 10 a.m., 2 p.m. and 6 p.m. time slots. Content for the one-hour sessions focuses on communicating the family values of the company as well as the training provided for franchisees. Culver's training program is 16 weeks, compared with the usual 4 to 6 weeks. The chain offers franchise applications at the end of the webinar. The presentations do not discuss financials. Goldsmith says that prospects initiate 99 percent of contact, usually through the company website.
Culver's, which turned 30 years old in July and recently passed the 500-unit milestone, hopes to open 35 new restaurants this year. The preferred growth rate is one franchise unit at a time. Ownership will be split between existing and new franchisees, thus the need for a sales development strategy that identifies serious candidates.
"What sets us apart from the competition is having the owner-operator present and engaged with the restaurant," says Mark Lindquist, Culver's franchise development manager. "When franchisees have proven themselves, we allow them to go on to a second and third restaurant." They key decision factor for granting additional franchises, he adds, is the franchisee's development of a capable team.