Turning Franchise Demand into a Growth System
We separated retail brand communication from B2B franchise demand and connected the website, CRM and in-location experience through one measurement system.
Two growth problems, two different journeys
The journey that brings a customer into a restaurant is not the same journey that moves an investor towards a franchise conversation. For Schnitzel Landmann, we separated retail brand communication from B2B franchising and built distinct objectives and tracking for each.
A franchise enquiry engine was added to the website and every application became traceable through CRM. The team could see not only lead volume, but also the stage and contract potential of each enquiry.
From digital communication to the in-location experience
The growth system extended beyond advertising. In-location touchpoints, service placemats and children’s activity areas were redesigned to strengthen the consistency between the digital promise and the physical experience.
Demand, visits and reputation grew together
Location visits increased by 57% in three months. During the year, 37 new B2B franchise contract processes were created and positive review movement reached 34%. The result came from correctly separating and connecting two growth engines.