Ovenu, the professional oven valeting franchise, has warned franchisors that a lack of public awareness is hampering franchisee recruitment.
A recent independent study commissioned by Ovenu oven valeting franchise revealed that almost one third of people questioned have very little idea of what a franchise is or how a franchise business operates.
The study also revealed that, of those people who said they knew what a franchise is, over half couldn’t give a simple satisfactory explanation.
The awareness of franchise operators was also low, with the only recognised ‘brands’ in the fast food sector.
In an open letter to the British Franchise Association, Ovenu Managing Director, Rik Hellewell, has called upon the organisation to ‘think smarter’ to create wider interest in franchising by moving away from traditional promotional routes.
Mr Hellewell is concerned that the industry will miss opportunities to attract potential franchisees if it does fully embrace new media. Ovenu’s study discovered that people are four times more likely to use online resources than traditional routes when researching franchising.
Ovenu is willing to provide the survey results to other franchisors and the BFA to aid them in their marketing strategies for a small donation to the oven valeting franchise’s nominated charity, the Well Child Appeal.
Rik Hellewell said: “This study must be the wake-up call franchising needs to move into the 21st century and realise that without a cohesive and cost-effective recruitment process supported by our trade body franchisee numbers will drop dramatically.
“If this sector is to attract more people to franchising the BFA and franchisors needs to move out of the comfort zone and think smarter about the way it works to promote itself with partners such as banks, business link and the media.
“I firmly believe that there will be a franchisee shortage in the very near future if franchisors and those representing the industry, do not change the direction of their marketing and look beyond the traditional routes that are clearly not working.”
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