How do franchises handle uncertainty in such an uncertain market?

April, 2021

The first year of the pandemic era. During this period, companies have taken an accelerated master's course on how to deal with unexpected situations and operate, in short, with uncertainty as a guide. Now, with the benefit of hindsight and a good handful of internalized lessons, several brands share with us their modus operandi in this adverse scenario, very useful information at the present time but also in an immediate future still with questions.

For Pablo Nebrera, CEO of Brooklyn Fitboxing, the issue raised is "probably" today one of the most important. "Market uncertainty has increased tremendously in recent years at the business level, in the sense that products move faster, customers are more dynamic, what used to work becomes obsolete quickly," he reflects. "From this point on, managing this aspect is key, but COVID19 has added an extra element of uncertainty that is quite brutal".

A clear and always clear horizon

The philosophy has led the company to never stop in the area of operations, support or work. "We have followed our roadmap. In this sense, the mission/vision of the franchise is the same. We have been committed for many years to the online environment, to take the Anytime Fitness experience beyond the clubs and to be with the member 24 hours a day, 365 days a year.

Certainties for franchisees

"We designed many commercial and technological tools so that they can adapt to closings and openings, to those customers who cannot come because they are teleworking, those who come but for fewer days... In short, tools to manage these commercial ups and downs in a very agile way. We now open and close centers, freeze quotas, and adapt quickly to any situation. This has enabled them to retain their customers in very complicated situations.

Stoicism that never stops

This trend has always had its followers in the business world. Now, in uncertain times, it is gaining prominence. "We adapt to whatever happens and we don't spend time or go crazy with these specific issues. What do we focus on, what depends on us: establishing safety protocols in the centers, developing new products adapted to the changes that confinements and closures are generating... We focus the team on not wasting energy on what we can't control. And we apply this quite strictly.

And how to act in the very uncertain hospitality industry?

Finally, an express guide to apply in one of the most punished segments, from Santiago Salgueiro, CEO of La Pepita Burger Bar. "Do not panic, so as not to block yourself and make good decisions. As initiatives, cost containment, delaying some planned but not priority actions, such as the opening of some stores, as well as developing our own delivery platform, so as not to depend exclusively on external platforms. At the same time, we are adjusting the gastronomic offer a little to the delivery universe and we are developing technological projects to improve efficiency in the stores".

CLAUDIO NOVOA GONZÁLEZ. (2021). ¿Cómo manejan las franquicias la incertidumbre en un mercado tan incierto?. 16 Abril, de Emprendedores Sitio web: https://www.emprendedores.es/franquicias/como-manejan-las-franquicias-la-incertidumbre-en-la-era-covid/