Car Washes/Franchises

Part
01
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Part
01

Overview - Autobell Car Wash

Autobell Car Wash is a full service car wash company that currently has 80 locations in five states. Its leadership consists of the founder's son and grandson, and other family members work at the company as well. Autobell focuses on employee training and retention, as well as environmental protection and community involvement. Consumers tend to view Autobell positively, having awarded it numerous reader's choice awards in various cities. However, the locations with low Yelp ratings tend to be criticized for their lack of cleanliness quality and excess time they take to complete a car wash.

Most of the information in this brief was found on Autobell's website. However, my findings have been supplemented by trusted third-party articles, videos, and websites. As there is not much existing information available on Autobell's marketing and messaging, I included some sources that are outside Wonder's typical 24-month time frame. I believe these sources will provide you with a complete picture of the company's marketing focus. Please see a deep dive of my findings below.

history

THE 1960S AND 1970S
The first Autobell Car Wash was founded in 1969 in Charlotte, North Carolina by Charles "Charlie" Howard. At the time, Mr. Howard represented a California car wash equipment manufacturer and was seeking a way to showcase its products. His idea was to display these products in combination with "a high-quality car wash experience with the focus on the customer" He discovered that if he could provide such an experience at a good value, it would keep customers returning. At the time, a car wash was priced at $1.50, but customers could "add hot wax for $0.50" more.

This initial location also featured gas pumps and Mr. Howard's son, Chuck, began doing service work at the car wash while he attended nearby Wingate College. In 1973, during the Arab oil embargo, Autobell Car Wash developed "FlexServe" at all four locations, which provided customers "optional service levels, including staying in their car and driving away after an exterior wash." In 1974, Autobell celebrated its 1 millionth car wash and in 1976, the company introduced is first polish and wax service.

THE 1980S
Mr. Howard's grandson, Carl, began working for Autobell in 1980, just before the company introduced the Hanna Shammy Wash Process in 1982 at its Sugar Creek and Eastway Drive location. In addition, the location on Charlottetown Avenue became the company's first fully computerized car wash this same year. In 1984, Mr. Howard's granddaughter Leigh Howard Meyer, began working as a part-time crew member. A year later, in 1985, Mr. Howard passed away and his son, Chuck Howard, is named CEO.

THE 1990S
The company washed its 10 millionth car in 1993, as Autobell continued to expand throughout North Carolina. A second Howard granddaughter, Kelly Howard Crenshaw, joined the company part-time in 1998, just as the Charity Car Wash began, which will eventually raise more than $8 million in "support of charities, school programs, and other nonprofits." More charitable programs were implemented in 2000, when Autobell established the Employee Scholarship Program and joined the "Charlotte-Mecklenburg Adopt-A-Stream program" to begin the annual cleanup of Little Sugar Creek.

THE 2000S
In 2002, Autobell washed its 20 millionth car and began expanding out of state with its first Virginia location in Tidewater in 2003. A year later, the company celebrated its 35th year of service. The year 2005 saw the company begin to focus on employee training and retention as it hired "a dedicated Management Training Coordinator to further managers’ training and safety practices" and established the Autobell Summer Games as an "annual, system wide employee team building event."

Out-of-state expansion continued in 2007 with Autobell's first location in South Carolina and in 2008 with its first location in Georgia. The Suwanee, Georgia car wash was the first to feature Autobell's "in ground Aqua Bio water reclaim system, enabling 100% recycling by utilizing enzymes to clean the wash water." The company reached 30 million washed cars in 2007 and 40 million four years later in 2011. A "green, or 'living roof'" was installed at Autobell's Southpark store in Charlotte, North Carolina in 2012 "to capture storm water and slow runoff, preventing flooding in hard-surface areas, as well as assist in building temperature control." In 2013, Autobell also installed "its first above-ground tank biological water reclaim system to enable 100% wash water recycling at existing locations."

CURRENT
Today's leadership of Autobell includes Mr. Howard's son, Chuck as CEO and his grandson, Carl as COO. Chuck's daughters, Leah and Kelly also continue to work for the company, as does a fourth generation of Howards. It is important for Autobell to feel like a family business even as it continues to grow, and having numerous family members as employees helps fuel this image.

The company continues to focus on employee satisfaction, believing motivated employees that have the "tools they need to surpass the expectations of busy and hard-working people" are the key to Autobell's success. It prides itself on the fact that many of its current managers began working for Autobell in high school or college and have been able to find a "rewarding career path." Autobell boasts that it "invests a great deal of time and resources to ensure they get the necessary instruction, both professional and technical" and even offers Autobell Certification Training Programs that "ensure Managers have the best and most current knowledge and skills to carry out [the] founder’s vision of providing an exceptional experience to the customer."

Moreover, Autobell has fostered a commitment to the environment and is why it treats "100% and recycle up to 100% of [its] wash water through technologically advanced equipment." Giving back to the community is another Autobell core value, as it continues to participate in local events like the Charlotte Thanksgiving Parade and contribute to programs like Adopt-A-Stream and its employee scholarship fund.

Key services offered

Autobell currently offers the following services:

PACKAGED SERVICES

"*Interior vacuum of carpets and seats
*Exterior Wash including wheels
*Dash, door panel, and console wiped down
*Interior window cleaning
*Hand-dry by our staff"

Full Service Car Wash for Passenger Vans and Larger

"*Interior vacuum of carpets and seats
*Exterior Wash including wheels
*Dash, door panel, and console wiped down
*Interior window cleaning
*Hand-dry by our staff"

"*Interior vacuum of carpets and seats
*Exterior Wash including wheels
*Application of Polish and Sealer
*Dash, door panel, and console wiped down
*Interior window cleaning
*Hand-dry by our staff"

"*Interior vacuum of carpets and seats
*Exterior Wash including wheels
*Underbody Wash
*Double Polyprocess for a spectacular clean
*Application of Polish and Sealer
*AUTOGLOSS specially formulated for lasting shine
*Dash, door panel, and console wiped down
*Interior window cleaning
*Hand-dry by our staff"

"*Interior vacuum of carpets and seats
*Exterior Wash including wheels
*Underbody Wash
*Double Polyprocess for a spectacular clean
*Application of Polish and Sealer
*AUTOGLOSS specially formulated for lasting shine
*Dash, door panel, and console wiped down
*Interior window cleaning
*Hand-dry by our staff
*Application of Tire Gloss
*Fragrance of your choice"

"*Interior vacuum of carpets and seats
*Exterior Wash including wheels
*Underbody Wash
*Double Polyprocess for a spectacular clean
*Application of Polish and Sealer
*AUTOGLOSS specially formulated for lasting shine
*Dash, door panel, and console wiped down
*Interior window cleaning
*Hand-dry by our staff
*Application of Tire Gloss
*Fragrance of your choice
*Rain Repellent on the front exterior windshield"

"*Interior vacuum of carpets and seats
*Exterior Wash including wheels
*Underbody Wash
*Double Polyprocess for a spectacular clean
*Application of Polish and Sealer
*AUTOGLOSS specially formulated for lasting shine
*Dash, door panel, and console wiped down
*Interior window cleaning
*Hand-dry by our staff
*Application of Tire Gloss
*Fragrance of your choice
*Armor All® applied to the dash and door panels"

"*Professional exterior cleaning only"

"*Exterior Wash including wheels
*Hand-dry by our staff"

"*Exterior Wash including wheels
*Application of Polish & Sealer
*Hand-dry by our staff"

"*Exterior Wash including wheels
*Underbody Wash
*Double Polyprocess for a spectacular clean
*Application of Polish and Sealer
*AUTOGLOSS specially formulated for lasting shine
*Application of Tire Gloss
*Hand-dry by our staff"

A LA CARTE SERVICES

Underbody Wash — "Flushes dirt and debris from the underside of the vehicle, helping to prevent rust."

Rain Repellent Front and Rear
Rain Repellent Front, Rear, and Sides — Dramatically improves wet weather driving visibility."

Armor All® Exterior
Armor All® Interior
Armor All® Complete — "Enhances your vehicle’s look and adds beautiful shine."

Tire Gloss — "Adds extraordinary shine to tires."

Fragrance — "Deodorizes the vehicle interior with a fresh scent of your choice. Applied under front seats."

Polish & Sealer — "Adds vivid shine to your vehicle’s surfaces and improves and maintains finish."

Premium Mat Cleaning All — "When your mats need more than a wipe-down, we will remove them from the vehicle, scrub them clean of dirt and debris, rinse, dry, and return the mats to your vehicle."

Locations

Autobell's website states it currently has over "75 locations in Georgia, North Carolina, South Carolina, Virginia and Maryland." The actual number of location is 80. The numbers are broken down by state as follows:

Georgia: 9
North Carolina: 52
South Carolina: 4
Virginia: 13
Maryland: 2

Marketing and messaging

In 2013, Autobell created a television commercial called "Homecoming Queen." It features two former classmates getting ready to travel to a 20th year class reunion. The driver mentions that he is finally with the homecoming queen, but the passenger says, "I just needed a ride to the reunion, Allen, it's no big deal." The car begins explaining that it is a big deal because "Allen's car is sparkling clean. It's Autobell clean. He's responsible..." It goes on to say, "A clean car says a lot about you" and "People can tell when you Autobell."

In 2015, Autobell published a television commercial called "When We Shine, You Shine." This ad shows several people fixing their hair, putting on makeup, and checking their clothes as they "look" in a mirror. A female voice over says that everyone wants to shine and put their best foot forward. She says, "You work hard to shine every place you go, so why not shine on the road in between?" It shows a man fixing his hair in the shine of a car window while a woman rolls the window down. The voice over says, "At Autobell Car Wash, our dedicated staff and attention to detail make cars shine. And that's a good reflection on you." It ends with the tagline: "Autobell Car Wash. When we shine, you shine."

In 2016, a local news outlet did a story on Autobell's free car washes when it "partnered with the American Red Cross for a series of blood drives." The spot featured Carl, the COO of Autobell, who said during the three blood drives in the Charlotte area, people would receive a "free full-service car wash" for every pint of donated blood. In addition, if people sign up on line, they would also get a free tire gloss service. An account manager with the Red Cross also provided details on where consumers could go to donate blood. An Autobell manager provides a testimonial for Red Cross as he talks about their help when his house burned down.

Also in 2016, Autobell celebrated its new locations in the Atlanta area by offering new customers "free Full Service car washes with interior and exterior cleaning." The announcement highlighted the company's employee count of 3,000 and its commitment to water conservation and community involvement.

In 2017, Autobell sponsored a promotion to thank military servicemen and women. The promotion announcement said, "To honor and thank U.S. military personnel on Veterans Day, Autobell Car Wash will offer all veterans and active service members a free Ride-Thru Exterior car wash, or an equivalent credit toward another wash option, at all 77 locations of Autobell in five states on Saturday, November 11." The press release also featured a former serviceman who now works at an Autobell Car Wash. He said, "Autobell continually demonstrates tremendous support for me and others serving our country and, like the military, Autobell requires ongoing training to be the best we can be."

On Autobell's website, it offers a coupon for $3 off their next wash purchase for signing up for Autobell E-Offers. It says that customers "will receive exclusive offers including a monthly discount or FREE offer coupon, a special birthday reward, seasonal recommendations, and much more!"

Autobell also publishes a "popular calendar featuring car wash cartoons and monthly coupons that customers can purchase during the holiday season." The company uses a professional cartoonist to draw the cartoons. One of CEO Chuck Howard's favorite cartoons " shows an Autobell charity fundraiser raking in far more money than the forlorn lemonade stand across the street." It also advertises Autobell Car Wash gift certificates as "the perfect stocking stuffer."

Consumer perception

There are several Yelp pages for various Autobell locations, with most of them coming in at the 3-star range (out of 5 stars). The Autobell location on Shepard Drive in Sterling, Virginia has the highest rating at 4 stars. Some recent comments on these reviews include:

March 18, 2018 (4 stars) — "I'm watching them clean my car right now and can already see that it will look great. They are very detailed which is what I look for in a car wash. This will be my new go to! Towels did leave little lint balls on the interior but it's no big deal."

February 13, 2018 (5 stars) — "This place is fantastic!! The service is excellent and the guys don't miss anything. Today was my first visit after trying a lot of lack luster places in the area. My truck looks amazing! They have me sold. I will definitely be back."

February 9, 2018 (4 stars) — "The new owners have done a really great job of gutting out the old and dated facility and upgrading the car wash apparatus, interior waiting area and even installed huge TV's so you can see your car while it's been entered into the car wash bay... There was a minor issue with one of the employees getting my car in the tracks, but he apologized and there seems to be no damage at all."

January 2, 2018 (3 stars) — " They did a good job of cleaning the exterior and the dash/trim. However, having the windows especially the windshield clean inside and out was a priority for me. The interior is streaky and only a little better than when I started and the outside still has streaks and water spots. Using the kind of rags they did also leave lint on the inside of the windshield. So even though it was relatively quick (not 15 minutes closer to 25 or 30 from start to leaving) I don't think I could recommend fully."

January 1, 2018 (5 stars) — "I was greeted pleasantly and rapidly by an attendant. He described the services that were available & promptly checked me out and led me to the large waiting area. As I was waiting, another attendant was cleaning the glass doors. Overall, very pleased with the experience, price, location & service!"

November 6, 2017 (2 stars) — "My wife and myself waited why the cars were completed. They weren't busy so we didn't mind waiting. You would think they were slammed though for as fast as they were working to get the cars done. We should have paid more attention as once we got home we noticed many flaws. Easy stuff, like my wife's NAV display wasn't touched and still had our fingerprints on it. She had a slight coffee spill in her cup holder which was still there with no effort to clean. Backseats on both vehicles weren't touched. Cars didn't have the scent sprayed in them. As the cars were only a few weeks old, it didn't take much effort to clean them up. Not really impressed and will look elsewhere."

October 4, 2017 (2 stars) — "Simply put, they did a crap job. They didn't wipe down the back seat at all, there were visible spots on the exterior of the car, and there were places on the door interiors where they obviously didn't wipe down as well. I also asked for some new car smell in there and even though they say they did that, I swear I don't smell it!... Update: the manager contacted me to try to rectify my poor experience here, which I appreciate so I changed the rating to 2 stars."

There are several Autobell Car Washes that have received the lowest overall rating of 2 stars out of 5. I selected the one with the most reviews to provide a sample of its consumer perception. The location on Godley Lane in Raleigh, North Carolina has an overall rating of 2 stars with 25 reviews. A sample of the most recent reviews follows.

February 24, 2018 (1 star) — "Today I paid $30 or should I say partially wasted $30 when I visited this particular Autobell. My Cadillac Escalade still had dust on the dash, spots on the windows, and build up on the wheels (brake dust). The vacuuming was 50/50 considering the interior is spacious I get it, but for the long wait and quality of work I feel as if I deserve another wash."

January 13, 2018 (2 stars) — "Not happy when my power lift gate is manually yanked open TWICE even after indicating that it is NOT manual."

December 15, 2017 (5 stars) — "Hands-down the best car wash I've ever had. I told the guys at the front my car needed a little love on the inside (it had leaves and sand... it was bad) and they DELIVERED! It looks fantastic. I got the $20 inside/outside wash, and it was worth every penny!"

November 6, 2017 (1 star) — "Was here Saturday to get my car washed paid 22.00, car was not vacuumed under the rugs, as I walk around the car was not dry on passenger side. My tires cleaned or wiped down or glosses had to go by tire spray my self. Won't be going here anymore."

November 2, 2017 (2 stars) — "So they succeeded in the car wash... my car has been washed. However, the interior had what looked like little pieces of rag everywhere. The vacuum job wasn't so hot as there were still small pieces of leaves on the carpet, but then there were those little white rag-looking pieces everywhere, maybe from drying things?"

October 23, 2017 (5 stars) — "I love this car wash. It's conveniently located for me. And the staff is always so friendly and working hard. They do a great job inside and out on my car every time."

August 9, 2017 (1 star) — "I ordered an exterior and interior cleaning. Vacuuming and wiping down the console and dash was a JOKE... I asked the manager (not an adult or acting like a manager) about it and he ran it through the vacuuming section again. When he gave the car back to me, he said he wished he could give me a refund and asked who did it, seemingly surprised himself. So he agreed it was a bad job! And he gave me a card for a free exterior wash with 'exterior wash' crossed out and 'full service' written in pen... Bottom line: Lazy guys here, subpar quality, and misguided customer service."

In general, consumers tend to perceive Autobell as a convenient company that they can depend on for a quick, decent car wash. When they get a job they feel is complete, they do not hesitate to let others know. However, most of the complaints stem from quality issues, where consumers do not receive as thorough of a cleaning as they expect. There are several complaints about the lint that is left behind from the rags used to dry the interior and about missed areas that were not cleaned at all. Other complaints center on the time it actually takes to get a car wash versus what they are told. It is important to note that the main difference in reviews from the place with the highest rating and the location with the lowest rating is the thoroughness of the cleaning. Interestingly, although Autobell puts an emphasis on community involvement and environmental conscientiousness, neither value appeared in any of the Yelp reviews I examined.

One measure of brand perception is awards received. In this area, Autobell does very well. In the past three years, Autobell car washes have received 28 awards. Some awards include the Best of the Best from The Watauga Democrat, the Readers' Choice Award Best Car Wash from readers of the Statesville Record & Landmark, the Readers' Choice Best Car Wash from readers of the Charlotte Observer, Locals' Choice Best Car Wash from readers of the Suffolk News Herald, and Readers' Choice Best Car Wash from readers of the Hendersonville, NC, Times-News. Considering that readers continually vote Autobell as a top choice for car washes, it can safely be assumed that the perception of Autobell is high.

Conclusion

Autobell is a car wash company that was founded in 1969 and is currently run by the founder's son and grandson. In 2011, it reached the milestone of washing its 40 millionth car. It currently has 80 locations in Georgia, North Carolina, South Carolina, Virginia, and Maryland. Marketing has focused on quality car washes, partnerships with community non-profits, and grand openings. Consumer perception is mostly positive, but complaints center on cleanliness quality and the length of time it takes to get their car washed.
Part
02
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Part
02

Competitive Landscape - US Car Washes: The Car Wash Depot, Mister Car Wash, Zips Carwash, and Goo Goo Express Wash

Overview

Hello and thank you for asking Wonder! As per your request, I have conducted a comparative analysis of the four car Wash companies mentioned. The attached spreadsheet provides a detailed view of each company based on the specified key metrics and annual revenue.

Key findings

The Car Wash Depot is a basic car wash service provider, which promises a quick wash and simple car maintenance services such as oil changes and tire inspections. Their key selling point is focused on free add-ons such as self-vacuums, Gift Cards and free lifetime rotation for tires (provided they are purchased at the Tire Center).

Mister Car Wash provides a wide range of key services, that includes everything from a Full Serve Car Wash to Preventive Maintenance (location dependent). Every service is accompanied by a selection of Signature Products, based on the choice of package. The company's marketing strategy is mainly focused on memberships and loyalty discounts for customers.

Zips Car Wash offers three services based on the individual needs of the customer — Unlimited Wash Club, Fleet Accounts, and ZipPerks. This forms their method of providing services as well as the key marketing plan.

GooGoo Express Wash is a company that provides almost every key service that a Car Wash service provider is expected to provide, along with some additional features and products thrown in to increase value. Their main strategy lies in their message, "Relax In Your Car — We Do The Washing For You". The promise is for a quick, economical, and hassle-free car wash.

Note: The annual revenue cannot be compared for all companies since for Zips Car Wash and Goo Goo Express Wash, reliable annual revenue reporting from all company locations could not be accounted for.

Conclusion

The full summary for each company can be found on this spreadsheet, including details of key services offered and primary marketing/messaging strategy.

Part
03
of four
Part
03

Competitive Landscape - US Car Washes

Four U.S. car washes that have a comparable number of locations as the companies mentioned in the request are Quick Quack Car Wash, Raceway Express Car Wash, Crew Carwash, and Delta Sonic. These four companies have been fully profiled on the attached competitive landscape. Please find my methodology and a summary of my results below.

Methodology

To choose the car washes that would be compared on the competitive landscape, I found a 2017 "Top 50 List of Conveyor Car Washes" from Professional Car Washing and Detailing, a website dedicated to "serving car care owners and operators." Since the five companies mentioned in the request all made the top five slots on this list, I felt it was appropriate to compare the next four companies on the list. Since these car washes are ranked by number of locations, I also ranked the four companies I put on the spreadsheet by number of locations as well.

Most current marketing and messaging campaigns from these four car wash companies focus on sponsoring community events and fundraisers. While Crew Carwash has created some commercials, that seems to be rare among car wash companies, as none of the other three appear to have made commercials within the last few years.

Despite an exhaustive search on its website, YouTube, and for case studies, I was unable to find any recent marketing for Raceway Express except for its February donation request for the Phoenix Children's Hospital and Heart Effect. This car wash does not appear to do much marketing at all.

The revenues are all estimated through Owler, as these are private companies that are not required to disclose their financials. The annual revenue for Raceway Express was not available on Owler or through various other channels, including Manta, Hoovers, or Buzzfile.

Results

The four U.S. car wash companies profiled on the attached competitive landscape according to number of locations are:

Quick Quack Car Wash with 40 locations
Raceway Express Car Wash with 33 locations
Crew Carwash with 30 locations
Delta Sonic with 29 locations

Conclusion

Please find a competitive landscape, comparing key services, key messaging and recent marketing, and annual revenue (where available) for Quick Quack Car Wash, Raceway Express Car Wash, Crew Carwash, and Delta Sonic on the attached spreadsheet.
Part
04
of four
Part
04

US Franchising - Best Practices in Selling

Our research shows that a range of strategies are used by top franchising companies to sell franchises to potential buyers. In this brief, I'll break down some common strategies and give some examples of top companies and how they use them.

METHODOLOGY
Franchising documents examined in this brief are taken from companies ranked in Entrepreneur's Franchise 500 for 2018. Entrepreneur ranks franchising companies on a variety of criteria including costs and fees, growth rate, financial stability of the parent company, and support for franchisees. Two of the companies we examined are in the automotive sector, which are the top two automotive companies listed by franchiserankings.com for 2018. The evaluation criteria include the value of franchise, growth prospects, and support for franchisees.

We reviewed materials for the following companies:
UPS
- Maaco
- AAMCO

STRATEGIES
Below we have compiled a list of sales and promotional strategies most commonly used by the top franchises noted above.

BRAND ADVANTAGE
One reason that a business owner might choose to open a franchise is to take advantage of brand recognition and a brand's existing customer base. UPS begins their recruitment video with a conversation on the power of brand recognition and ends with an appeal to the potential franchisee to consider the size and composition of the UPS customer base. Baskin-Robbins and Dunkin' Donuts center franchisee brochures focus on the opportunity to trade on their familiar names.

Budget Blinds applies most of the strategies discussed in this research throughout their recruitment videos and brochures and starts with discussion of the large market of customers that already have positive experiences with their brand. All of these companies leverage brand recognition and brand loyalty to grow their franchise numbers.

TRAINING AND SUPPORT
Some of the largest franchising companies attempt to put potential franchise owners at ease by promising training and support. UPS offers a comprehensive, award-winning training program for franchisees covering everything from marketing to human resources. Baskin-Robbins promises a three-week management and operations training program with mentoring opportunities. Maaco takes a different approach to the promise of support for franchise owners by offering ongoing technology upgrades and tech support from corporate, as well as implying that the parent company would assist with lead generation. Budget Blinds again takes a very detailed approach on this strategy by offering initial and ongoing training, tech support, and corporate-provided samples and materials. AAMCO offers extensive corporate knowledge and experience that franchisees might draw upon, as does Maaco. The specific support offered varies by company, but the idea that the corporate office has your back and will help is a key component of franchise sales.

EASE, FLEXIBILITY, AND FUN
Several top franchising companies focus on the idea that running one of their franchises will be easier than expected, offers flexible hours, or be enjoyable work. 7-Eleven touts the ease of franchising in their recruitment brochures. Anytime Fitness includes "Play" as a key component of their business strategy in their video, which mocks some usual elements in other franchisee recruitment spots. Baskin-Robbins invokes the idea of flexibility, and Maaco and Budget Blinds appeal to the possibility of work/life balance in their materials.

PROFIT AND RISK
Franchising companies are aware that potential franchisees are in the game to make money and some address the issue directly. Anytime Fitness, Dunkin' Donuts, Maaco, and Budget Blinds all speak of profitability with a pitch involving statistics. Anytime Fitness and Baskin-Robbins also address risk and the cost of entry directly, however this seems a less common approach.

VALUES AND PASSION
Some companies, such as Anytime Fitness, include a declaration of the company's values, to include potential franchisees who feel they may be a match. Budget Blinds also takes this approach with a piece on their "Ideal Candidate"who is, among other qualities, "collaborative and eager". Almost all the franchising material I reviewed exhorts the potential franchisee to "passion" for the work.

FINANCIAL INCENTIVES
7-Eleven offers financial incentives to veterans and makes this a key part of their recruitment strategy. Baskin-Robbins also makes mention of financial incentives for veterans and non-veterans, but this is just one part of their overall strategic approach.

CONCLUSION
Overall, it seems that whether a company is using a video or a brochure to sell franchises or whether their style is statistics-driven or focuses on personal testimonial, there are a few strategies that they all rely upon. They often attempt to sell their franchises based on brand recognition, support, ease and flexibility, profitability, financial incentive, company values, or some combination of the above.
Sources
Sources

From Part 03