a recent observation from the latest issue of Franchise Times reveals a shocking trend: none of the major restaurant brands advertising for franchisees highlighted their technological strengths. This oversight raises critical questions about the industry’s understanding of technology’s importance in attracting and supporting prospective franchisees.

In this ConStrata Minute, Toby delves into this intriguing topic, discussing why technology is a vital consideration for anyone looking to invest in a restaurant franchise. Most individuals entering this business do so with a passion for food and service, not necessarily with a background in technology. They rely on the franchisor to provide them with the necessary tools and insights to navigate the complexities of modern restaurant operations.

The absence of technology promotion among these brands suggests a potential disconnect between what prospective franchisees need and what franchisors are communicating. With essential business initiatives such as third-party delivery, loyalty programs, and gift cards all hinging on a robust technological framework, the lack of emphasis on these platforms is concerning.

Explore the implications of this trend and stress the importance of thought leadership in technology adoption. Franchisors have a unique opportunity to showcase their commitment to leveraging technology as a strategic advantage. By doing so, they can not only enhance their brand’s appeal but also significantly improve the chances of success for their franchisees.