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Everybody is Number One

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Posted by CivilWarBBQ on July 29, 2011 at 13:02:59:

In Reply to: Re: Dickey's BBQ posted by WheresthebestBBQ? on July 28, 2011 at 21:23:51:

Hmm. I'm suspicious of the statement "they are the #1 BBQ franchise out there right now". According to who? Using what criteria? Just about every creative marketer can find some way to claim their business is "Number One". The devil is the details.

For example, one metric sometimes quoted by sellers is the number of franchises set up. This is more a measure of the franchisers ability to sell territories than one of success for the franchise buyer.

As a prospect, I'd be much more interested in metrics that directly reflect on a franchisee's success, such as longevity, profitability, and how many additional locations opened. You should definitely be talking to people who actually bought franchises (both current and closed), not just the seller. That's the only way you will learn the reality of operating that franchise and not just sales fluff.

Good luck!

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