July 13, 2022

How To Attract Exceptional Multi-Unit Franchisees To Your Brand

Recorded Webinar

July 13, 2022 true false

What franchisor wouldn’t want to attract successful multi-unit franchisees into their systems? Considering that there are over 43,000 multi-unit franchise owners/operators in North America who franchise 228,000 locations, it's clear why these franchisees are vital for our future; they represent over half of all franchise units in the United States - 54%. Of those successful multi-unit and multi-branded owner/operators, almost one-fifth control 50 units or more. These skilled operators bring financial resources and acumen, operational expertise, staff, and can operate at scale.

Listen in as Keith Gerson and his expert panelists, Gary Robbins (66 Super Cuts), Todd Recknagel (95 Massage Envy’s & 45 Sola Salons) and Mitch Cohen (8 Jersey Mikes and 6 Sola Salons), as they share a range of deep insights and motivations when it comes to choosing brands and expanding with brands.

Our speakers address:

  • The top three things multi-unit and multi-branded franchisees want to receive from franchisors but aren’t receiving
  • Recommendations on changes that franchisors need to make in training and support when onboarding successful multi-unit franchisees
  • Why private equity is shifting its sights from acquiring franchisors to acquiring successful franchisees with multiple locations - along with the ramifications to franchisors
  • How to attract MU’s/MUMBO’s with an industry diversification strategy
  • Examples of technology that will be needed to solve issues and current challenges faced by multi-branded franchisees

This session is both for franchisors that are looking to attract proven multi-unit and multi-branded franchisees, AND for franchisees looking to learn from the best about expanding through multi-unit franchising.

About the Presenter

Keith Gerson-1
Keith Gerson, CFE, President of Franchise Ops, FranConnect

Keith Gerson brings 40+ years of executive level expertise as a passionate and driven Franchisor and Franchisee with a proven track-record in building rapid-growth, and highly profitable franchise organizations. Over the last eight years, Keith has served as President and Chief Customer Advocate for FranConnect where he has been able to work closely with many Executive Boards and Leadership Teams that are part of FranConnect’s portfolio of 800+ brands and 148,00 locations. His focus is on helping franchisors to get to their desired future state in sales, operations, communications, and engagement. Recognized in franchising circles for his extensive leadership experience, and ability to drive execution, Keith is a highly-rated keynote speaker and has had the rare opportunity to have created several leading franchise systems from their very conception through launch and sustained growth taking these systems from micro-emerging status to that of successful enterprise level brands.

Gary Robbins
Gary Robbins, Owner & Operator, 66 Supercuts Locations

Gary Robbins currently owns and operates 66 Supercuts in Pennsylvania, New Jersey, Maryland, and Delaware and is the largest single-owner franchisee in the Supercuts System. Gary recently entered a partnership to develop Ideal Image Medical Spas. Prior to his current businesses, Gary owned and operated businesses in retail en­tertainment, food service, and the travel industry. Gary currently serves as the President of the Board of directors for the Supercuts Franchisee Association, additionally, he serves on the Board of directors of the Coalition of Franchisee Associations, the Board of directors of the International Franchise Association and is past president of the Philadelphia Chapter of the World Entrepreneurs Organization. Recently Gary was named Chairman of the 2023 Multi-Unit Franchising Conference, the largest conference for Multi-unit Franchisees in the country. Gary earned a Bachelor of Science from Drexel University in 1985. He is married with three children, Lauren (28), Evan (23), and Will (18). He and his wife Chris reside in Kennett Square, Pennsylvania.

Todd Recknagel-1
Todd Recknagel, Owner & Operator, 95 Massage Envy Locations & 45 Sola Salons

After obtaining his MBA in finance at the Eli Broad School at MSU and stints in commercial and investment banking, Todd went on to lead and grow a number of companies. Some of those roles and companies included: managing partner of a boutique investment bank which became an INC 500 winner in 1996 for fast growth, CEO, owner, and largest multi-unit franchisee of Blimpie Subs in the 90’s (sold to Kahala Corporation 2003), CEO & Partner in the largest and number 1 rated franchisor Mr. Handyman building it to over 300 units (now owned by Neighborly) and CEO & Partner of the largest energy efficiency products and program supplier in the country (AM Conservation Group which was sold to Kohlberg & Company 2015). Todd also was a partner and board member of the fastest growing service company in the automotive franchise segment, Take 5 Oil Change (sold to Roark Capital in 2016). 

Todd is currently Franchisee, Operating Partner and Board Member of National Envy Development and PCRK Group, the largest multi-unit operator with over 80 units of the leading brand, Massage Envy. He is also Operating Partner & Board Member of Quatrro Business Services, a leading provider of online accounting to multi-unit businesses as well as Managing Partner of Specialty Tile Products a commercial tile distributor to large multi-unit businesses.  He has partnered or invested in over 75 transactions with over $350 million in realized gains for private equity investors/partners. Todd has been has partnered as a franchisor in over 10 systems, a multi-unit franchisee in 5 systems and is currently a supplier to franchise systems as well.

Mitch Cohen Headshot
Mitch Cohen, Owner & Operator, 8 Jersey Mike's Locations & 6 Sola Salons

Mitch began his franchisee story in the early 80’s operating 8 Baskin Robbins, achieving Top 10% in the chain. He and his partners became the 1st Baskin Robbins franchisees to become Dunkin Donuts/Baskin Robbins Multi-Unit operators with 13 franchise locations in New York.

He was the co-chair of the Baskin Robbins Advisory Council for 16 years and led successful profit-building initiatives in the franchisee community. Mitch was the co-chair of the Joy in Childhood Foundation for 11 years and was responsible for building a national vendor partnership program raising more the 5 million dollars a year to bring joy to sick and hungry children.

Today, Mitch and his partners are responsible for the development of 7 Jersey Mike Subs locations in Long Island, NY all of which currently are outperforming the system average. Just recently signed with Sola Salons to develop 6 locations in New York. He sits on the Multi-Unit Franchise Conference Advisory Board. He is current Board Member of International Franchise Association Board of Directors and past co-chair of the franchisee relations committee. He is also currently a partner in PerforMax Franchisee Advisors helping both the franchisor and franchisees achieve their goals. He has appeared on Fox and Friends, NBC Today show, Good Morning America, and continues to speak at many franchising events.