What Most Franchisors Get Wrong About Growth - With Keith Gerson

DESCRIPTION:

John Hayes, host of the Franchise Hot Seat Podcast, converses with Keith Gerson, a member of the Titus Center Advisory Board and a veteran in the franchising industry. Keith shares his franchising journey, beginning with McDonald's, then owning a Mrs. Fields Cookies franchise, and finally becoming a franchise coach and executive. They delve into the challenges and opportunities in franchise development, the surprising deficiency in franchising education, and the urgent need to advocate for the franchise model. Keith stresses the significance of comprehending franchise disclosure documents, particularly financial representations in item 19, and effective lead generation tactics. The discussion also covers the function of franchise brokers and the growing application of AI in franchising operations, emphasizing its ability to boost decision-making and enhance transparency. The dialogue highlights franchising as a feasible career choice and discusses ways franchisors can more effectively attract both single-unit and multi-unit operators.

- With Keith Gerson.

TIMESTAMPS:

00:00 Intro

00:29 How did Keith Gerson start franchising?

04:45 What are common franchising misconceptions?

09:00 How is franchise development changing in 2025?

11:57 Why is Item 19 important?

17:52 How do you attract multi-unit operators?

22:41 What are real franchise failure rates?

24:33 Why are Franchise Disclosure Documents crucial?

34:52 What are effective trade show strategies?

41:39 What are current franchise development challenges?

LINKS:

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