Service Franchise

  • Established franchisor had not established an advertising fund
  • Same-store sales in decline
  • Franchisees, accustomed to “doing their own thing,” resisted fund
Course of Action
  • Formed a change task force that included franchisees
  • Educated franchisees on benefits of strong, consistent brand message
  • Restructured system’s approach to advertising
  • Established brand fund
  • Developed system-wide advertising program
  • Created mutually beneficial approach toward system growth
  • Improved franchisee validation
“Structure, in order to make your product marketable and pose your company for growth, is what MSA has provided us.”

Leopoldo del Toro
International Business Development Manager
Gorditas Doña Tota

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