Auntie Anne's
HQ: Lancaster, Pa.
Units: 1,550 worldwide (all but 16 franchised)
Linda Engels, franchise development specialist for Auntie Anne's, the chain of pretzel bakeries, says the company's sales webinars, titled "Getting Started with Auntie Anne's Franchising," attract the concept's desired audience. "We create partnerships in a variety of ways," she says. "Our webinars have proven to be an entry for some individuals. Owning a restaurant franchise isn't for everyone. If someone is willing to research the opportunity, take the time to attend the webinar and ask questions, they are likely to be engaged and take the next steps to become a franchise owner."
At the same time, she says, the webinar presents a good way for people who are not yet ready to become franchise partners to learn that and step back until the time is right.
The content of Auntie Anne's webinars has changed over time. The team listens to the questions asked and adapts content accordingly when similar questions arise frequently. The overall goal of the one-hour online sessions is to explain the brand's business model, including costs, timing and the procedure involved in becoming a franchisee — and to share some franchisee success stories.
As at Culver's, live webinars are scheduled at different times of the day to reach audiences with different time requirements. In addition, a recorded version provides a convenience factor for listening but without the advantage of a live Q&A.
Engels says Auntie Anne's promotes its webinars in the franchise section of the company's website to attract attendees, as well as in online advertising and social media in targeted geographic regions. Webinars are a tactic in the overall franchise sales marketing plan that also includes traditional advertising as well as relationships with local chambers of commerce.
The company is pleased with its results. "You need a multifaceted strategy that reaches people in different ways," Engel says. "We've found the webinars a great way to leverage technology and complement in-person, in-market visits."