Retail Food Group (RFG) is an expert when it comes to managing and developing franchise systems.
Most of its franchise systems are household names in Australia, including Donut King, Brumby’s Bakery, Michel’s Patisserie and Gloria Jean’s Coffees. And while the ASX-listed company remains committed to the success of its franchises here in Australia, it has ambitious plans to expand overseas. It has engaged Tquila ANZ to help pave the way.
Mike Gilbert, Managing Director - International for RFG, said, “We have recently strengthened our international department to accelerate the growth of our business and bring on more franchise partners overseas. One of the immediate challenges we faced was how to simplify the process of managing the enquiries, applications and on-boarding of new international licensees. Communication across different geographies and time zones can be difficult and even more so when you have many stakeholders and documents to manage.”
RFG sought assistance from Tquila ANZ to build a solution that would allow them to manage the process almost entirely online and provide Company stakeholders with complete visibility of leads and applications. This stemmed from the success of the Salesforce-based solution Tquila ANZ built for RFG to manage the process locally, which automated much of the on-boarding process, making it more efficient and transparent.
Mike explained, “We are now able to instantly locate an application and see how far it has progressed, identifying any acceleration opportunities or roadblocks faced. This just wasn’t possible before with forms and spreadsheets being passed from department to department. Also, we now have rich reporting to measure how the process is working across our different franchise systems. This has led to around 20% reduction in lead conversion time.”
With different requirements and stakeholders to manage, RFG set Tquila the challenge of developing a new solution for the international side of the business. It wanted to build on the capabilities of the domestic solution while moving more of the process online and allowing for greater engagement with potential franchise partners.
Salesforce formed the backbone of the solution with out of the box features supporting lead management and conversion and custom objects for standard workflows and reporting. The application process has been built within Communities allowing franchise partners to log in and complete forms online. The information flows through to RFG in real time for faster processing and review.
The solution also takes advantage of third party tools such as Skuid, Drawloop and Docusign which provide an enhanced user experience and greater automation.
Mike said, “Communities allows us to engage with potential franchise partners in a whole new way and put them in the driver’s seat when it comes to the application process. Forms and documents are now submitted online and the relevant internal parties automatically alerted to what they need to do next.
We’re able to advance through the process much faster than we would be able to if we were relying on paper-based forms and other antiquated methods of doing business.”
A robust, repeatable solution
The solution has given RFG a robust platform for assessing and on-boarding international franchise partners. It is fast and efficient with all steps of the application process online, aside from those legally requiring manual handling. It has also aided compliance with checks and balances built in to ensure each step is completed as required.
Mike said while it was still too early to measure all of the benefits of the solution, RFG was considering expanding the rollout to further enhance solutions used to manage the process of recruiting franchisees domestically and in the US.
“Tquila ANZ have given us a powerful platform to support our goal of global growth and also drive deeper engagement with our franchise partners. It makes sense that we would look to leverage its strengths across other areas of the business.”
- RFG is able to bring on new franchise partners faster and more efficiently with an online application process built by Tquila ANZ
- The company is able to engage with international licensees in a whole new way and give them more accountability in the on-boarding process
- RFG now has more transparency around the application process in order to reduce blockages and identify best practice
- RFG has been able to reduce reliance on paper-based forms and other antiquated ways of working
- Since implementation RFG has experienced 20% reduction in lead conversion time, which includes both internal efficiency gains and acceleration of the timeline new franchise partners conduct due diligence to their satisfaction
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reduction in lead conversion time