Development

Hurricane Grill & Wings

HQ: West Palm Beach, Fla.
Units: 59 in 11 states (90 percent franchised) expanding to 72 by the end of the year

"Webinars are perfect for prospects who need more information about the brand before they are willing to engage in a discussion with us. They also serve as a follow-up tool after we've spoken to candidates," says Kevin Kruse, chief development officer at Hurricane Grill & Wings. "I believe most of our attendees are the type of candidates we are looking for. They are serious enough about Hurricane Grill & Wings to invest an hour of their time."

In developing its webinar content, Hurricane Grill & Wings provides not just a snapshot of the history and growth of the concept, it also focuses on communicating the company's unique corporate culture. According to Kruse, the sales team discusses the company's focus on freshness and flavor and the beach-themed vibe.

Content is frequently updated and kept fresh as well. For example, as new menu items are developed, they are added to the webinar discussion agenda along with any new initiatives that the company offers to help promote their franchisees' success.

Webinars are typically presented every two weeks and, like most, last between 45 minutes and an hour. They are working well, Kruse says. "We believe they are successful in motivating franchise candidates to move to the next step," he explains, adding that the information is given in an entertaining, low-pressure way and the experience is the start to building a trusting relationship.