When you understand these elements, you will know how to choose a brand and what to avoid:

First, a reliable chain brand must first be legal and compliant, fully qualified, and registered in the administrative department for industry and commerce;

Second, there are more than 2 brand self-operated stores, the more the better, and the opening time is at least 1 year, the longer the better;

Third, the more surviving franchisees, the better, and the longer it takes to open stores.

The above three conditions are the most basic conditions, followed by the brand's supply chain, standardization, warehousing and logistics distribution system, sop system, and operational capacity (operation management team), because this is a complete investment joining system that a brand needs to join in an open way.

Supply chain:

The supply chain is a complex upstream and downstream procurement chain, which consists of suppliers, manufacturers, warehouses, distribution centers and distributors, covering processing, R&D, procurement, warehousing and transportation, etc. Chain brands with large scale and strong strength will generally pay more attention to the construction and improvement of the supply chain system. Even if they can't customize a certain kind of tea to suppliers like Xicha, they will choose to collect and distribute the raw materials in a unified way in order to ensure the uniformity of the taste of the franchised stores, and all the stores will unify the core materials.

standardization

Standardization generally refers to the standardization of dishes, such as the specifications, standards, prices, operating procedures, meal delivery time, etc. A brand with a high degree of standardization can ensure that franchise stores and direct stores have the same taste.

Warehouse logistics distribution system

Generally speaking, the core materials needed by franchisees are directly delivered by the headquarters. If franchisees are far away from the brand headquarters, but the distribution system of materials stored in the headquarters is not perfect, the material distribution cycle will not be guaranteed after joining, especially for some products that require the freshness of raw materials and have a short shelf life. If the distribution and transportation time of raw materials is long or unstable and the storage conditions are poor, it will definitely not work.

SOP system

SOP is a standard operating procedure, which describes the standard operating steps and requirements of an event in a unified format to guide and standardize daily work.

The essence of joining is to directly copy other people's successful business model, and SOP manual is the key and necessary condition for standardization.

All links can have sop, service link, production link, meal delivery link, daily management of the store, such as operation manuals of different products such as cold dishes and hot dishes, such as the correct procedures for cashier to serve customers.

Operational capability (operational management team)

It is suggested that all entrepreneurs should inspect the construction of headquarters management team and manage operators, because a reliable chain brand requires high management level and excellent management team to ensure efficient management of headquarters and direct stores and active staff.

The threshold for choosing franchisees is high.

A reliable chain brand will screen franchisees to ensure its brand influence, premium ability and success rate of stores. Many brands don't have money to join. The brand side should examine the financial strength and education of franchisees, and even look at their personal credit information. First, fill in the form, then interview, after layers of screening.

The common answer of the bankrupt "coffee with you" merchants is, "As long as there is no same store within 3-5 kilometers and the funds are complete, you can join. There is no special threshold. "

Blue Frog, a well-known chain catering brand under AmRest, the largest listed catering group in Central and Eastern Europe, needs more than 5 million yuan to start a single store. The requirement for franchisees is not that they have money. Franchisees must already have a mature operation team, instead of opening a store first and then forming it. At the same time, the concept of franchisees must be exactly the same as that of Blue Frog (you are fine). In the process, first submit the application form, arrange the first store interview after the preliminary examination, sign the confidentiality agreement, do the background investigation, and then arrange the second interview, and then sign the intention after passing.

You can also learn from the existing franchisees about the training support given by the headquarters, product research and development innovation ability, marketing support, etc. You can't just listen to the hype of the headquarters and listen to the evaluation of the franchisees.

In addition, during the epidemic, does the headquarters provide some fee reduction and support policies for franchisees to help franchisees tide over the difficulties? If so, such brands need to be cherished.

Finally, keep in mind that win-win is the only principle of franchise chain. It is not advisable for the headquarters to only care about itself, regardless of whether the franchise stores live or die, and the franchise stores do not cooperate with the management and marketing activities of the headquarters.