Why an adaptable franchise model is critical to achieving global expansion goals.
The ability to grow internationally is largely contingent on a brand’s ability to adapt – whether it be to new market conditions, changing consumer behaviors, or technological advancements. The franchise business model, in general, is primed for international expansion, given the freedoms that come along with awarding the ownership opportunity to qualified individuals who understand their markets. However, it’s critical that franchisors go the extra mile to prepare their brand and strengthen their structure to withstand necessary changes that must be made along the way.
As a 44-year-old franchise brand, Chem-Dry has worked for decades to not only fortify the brand but strengthen our ability to adapt operations, marketing and even service offerings depending on the market. We believe this has allowed our franchisees to thrive no matter their location – below are a few key reasons why an adaptable franchise model is essential to reaching international growth goals.
Product adaptation and innovation is critical to longevity
Since Chem-Dry is known for creating cleaner and healthier indoor environments, societal and consumer mindset shifts play a big role in our ability to meet the demands of our customers, especially as different marketplaces are added to the mix. Over time, we have added new services and products – as part of our historical commitment to innovation and R&D – that have helped us diversify and meet the changing needs of both residential and commercial customers.
For instance, during the pandemic, there has been a heightened demand for cleanliness and safety – in homes, workplaces and public spaces. While Chem-Dry has offered sanitizing as part of our overall cleaning process for over 25 years, we expanded our offering by introducing a standalone sanitizing service to help eliminate bacteria and viruses using a hospital-grade disinfectant approved by the EPA for use against SARS-CoV-2.
As the pandemic continued and we saw businesses reopening, a different demand emerged – wanting to keep spaces safe for employees and customers, alongside extended protection. So, we worked to incorporate industry-leading technology into the launch of our new MicroPro Shield service. This expanded service disinfects hard surfaces and sanitizes soft surfaces by killing bacteria and viruses and then takes it one step further by applying a protective antimicrobial coating that kills microbes (odor and stain-causing bacteria and algae) on contact for up to 90 days. This timely innovation was critical to our success and continued international expansion, in addition to same-store sales growth.
“During the pandemic, there has been a heightened demand for cleanliness and safety – in homes, workplaces and public spaces”
Well before the pandemic, the movement toward eco-friendly and sustainable products took center stage, which is why Chem-Dry uses a green-certified solution in our proprietary Hot Carbonating Extraction (HCE) cleaning method. The solution is not only sustainable but effective. In testing by an independent laboratory, our HCE process was shown to remove an average of 98 per cent of common household allergens from carpets and upholstery and 89 per cent of airborne bacteria when combined with a sanitizer, helping to improve indoor air quality. The science behind this method is allowing the natural cleaning power of carbonation to do its work rather than using excessive amounts of soapy water like traditional steam cleaners do. This benefits the customer with faster drying times and a more effective clean, but also protects the planet by using far less water. Now, we have more than 50 green-certified solutions that serve a wide variety of customer needs.
We learned early on that in order to grow, you must remain relevant, which is why innovation plays such a critical role in operating an adaptable franchise that’s primed for international growth. Avoid getting complacent and refuse to assume that what has worked in the past will also inevitably work in the future – that’s simply not the case. Instead, understand what makes your business unique and work hard to nurture those differentiators. For Chem-Dry, that means an unyielding commitment to developing better, healthier and more environmentally-friendly processes and solutions.
Adaptability is the key to success in new markets
Similar to addressing changing consumer needs, recognizing different marketplace demands is incredibly important to international expansion. Geographic location impacts market conditions on multiple levels as you’re dealing with varying cultures, climates, decorating styles and more. For instance, Chem-Dry works to continually reinforce its position as ‘The Healthy Home Authority’, and has introduced multiple new services in recent years including the ability to clean wood floors, VCT (vinyl composite tile), laminate floors, granite countertops, dryer vents and premium area rugs in addition to our core carpet, upholstery and tile cleaning line-up. This service differentiation has allowed our master franchisees to hone in on what trends they see emerging in their own markets as styles and tastes continue to evolve and vary depending on the country or region. We also equip our franchisees with the resources needed to market these services in order to thrive – a key component of an adaptable franchise model.
“Recognizing different marketplace demands is incredibly important to international expansion”
It’s also important to note what does not change market to market, and that’s the fact that clients demand consistency, stability and great service – they want to choose a brand that stands for key principles within its industry category and is truly an expert at what it does. This coupled with the ability to seamlessly modify to meet marketplace demands will secure long-term success that can cross international borders with ease.
THE AUTHOR
Ed Quinlan is president of Chem-Dry, part of the BELFOR Franchise Group.
