We asked Mijo Alanis, Founder and CEO of Beyond Juicery + Eatery, how the new data privacy rules are affecting his franchise recruitment strategy and tactics.
Data privacy rules can definitely have an impact on a brand’s franchise recruitment strategy.
With many platforms in play from digital advertising on social media to using bots to screen leads, brands deal with an influx of data on an almost daily basis. With data being collected online from franchise leads, franchisors must ensure that personalized data is being securely stored and that their recruitment strategy is up to par with the latest privacy rules.
We are fairly unique in the sense that we have grown our franchise organically. Although digital recruitment tactics have grown in popularity, and we have dabbled in them here and there, there will never be a franchise lead as genuine as a loyal existing customer who is passionate about the brand and product.
Our brand grew thanks to the people who walked into our restaurants and asked how they could buy their own Beyond Juicery + Eatery location. That same excitement for the brand is still present for many of these individuals, some of whom are now our highest-performing multi-unit franchisees.
We have gathered a group of successful, like-minded franchisees that we take pride in, and genuinely believe that we have created a canvas for entrepreneurs to grow their business and change lives. Currently, our brand is expanding throughout Michigan and Ohio, and it has been easy to find local people who buy into the brand and vision. Down the line, as we begin to spread nationwide, digital tactics will become more prevalent.
I accept that we are moving in the direction of bots and digitization. Like many brands, we monitor the ever-changing privacy rules to ensure that our recruitment strategy aligns with industry standards. Ultimately, a franchisor’s main hope will be that using increased technology can maintain brand integrity, especially with smaller, hometown brands like ours.