What Are Discovery Days and How Do Different Brands Do Them?

In short

Franchise Business Review host Michelle Rowan interviews three development leaders about discovery day, the step where a franchise candidate meets the brand. Rob Lancit takes the first segment, on the in-person format. Marci Kleinsasser covers virtual and Jordan Wilson covers hybrid.

Rob says Stratus pays the candidate’s airfare and hotel and holds the day at a working master franchisee’s office, not at headquarters. Groups are three to five candidates. After breakfast, an office tour and a talk from the CEO on the company’s direction, everyone from corporate leaves the room for an hour to an hour and a half so candidates and master franchisees can speak freely, mostly about finances. Unit franchisees then join, and after lunch the heads of marketing and operations present by video.

He sets conditions before anyone attends: a conversation with the CEO, validation calls with current masters, and the spouse’s agreement. He calls the process a mutual investigation and his own role a facilitator of information. He does not ask for a decision on the day. A few days later he calls for a yes or no, and says he is fine with a no. He also says that this year he declined two candidates after discovery day whom he had expected to sign, and that one asked for a call to hear why. The whole process usually runs 60 to 90 days. His red flags are a disengaged spouse, missed calls and late paperwork.

Summary by the editors of this site. The original belongs to its publisher; listen or watch at the source.