Years ago, I used to go to this place regularly. It was not beautiful. The décor was dated, the lighting was dull, and the atmosphere was nothing to brag about. But I kept coming back. Why? Because the food was good, and the service was friendly and reliable. The space did not impress me, but the experience kept me coming back. And it delivered a good value for my money.
Fast forward to today. The restaurant had new ownership, a new name above the door, and a complete renovation. At first glance, it was stunning. The finishes were modern, the design was sharp, and the place looked like it belonged on Instagram. I thought to myself, this is what franchisors love to show off in brochures and sales packages.
Then the actual experience began.
There were three of us at the table, but only two menus waiting when we sat down. Nobody noticed. Nobody offered a third. There was no greeting, no introduction to the menu. Our order was taken quickly but with no effort to connect. Then came the waiting. One entrée arrived before the appetizers with the rest of us sitting and waiting. The other dishes arrived late and cold. The staff looked untrained and overwhelmed, unsure of how to handle even a quiet afternoon crowd. And the place wasn’t even busy.
All that money poured into renovations and design could not cover up the fact that the food was mediocre and the service was poor.
Where franchisors go wrong
This is where many franchisors go wrong. They get caught up in the look of the business. They obsess over signage, furniture, finishes, and the “wow” factor that looks great in photos. Of course, atmosphere matters. Décor can attract attention and even pull customers in for a first visit. But it is not what keeps them coming back.
Guests return for the experience. The quality of the food. The warmth of the service. The way they felt sitting in that seat.
The hard truth
You can spend six figures making a location look amazing, but without proper training it will collapse the moment you open. Guests will forgive dated décor much faster than they will forgive cold food or bad service. One disappointing visit can be enough to lose them permanently. A franchise system lives or dies by consistency. When one location fails to deliver, it is not just that store’s reputation at stake. The entire brand takes a hit.
The glossy finishes are tempting because they are easy to sell. A design package looks good in a presentation. But what actually protects a brand is the less glamorous work: strong systems, serious training, and detailed operations that nobody sees but everybody feels. That is what separates the franchise systems that thrive from those that burn out quickly.
The right questions to ask
If you are considering investing in a franchise, do not let yourself be dazzled by the décor. Ask tougher questions. How strong are the systems? What training do franchisees receive? What ongoing support is available once the doors open? The look of a restaurant or café might impress in the short term, but it will not protect your investment if the fundamentals are missing.
If you already own a franchise or independent business, walk through your customer journey as if you were a guest. From the moment you step inside, what happens? How are you greeted? How quickly are you served? Is the food hot? Does the team look prepared and confident? Where are the gaps that create friction for the customer?
Fix those things first. A fresh coat of paint or a new lighting package will not solve a broken experience.
The bottom line
Here is the bottom line. Décor might get someone through the door once. What brings them back is the consistency of the food, the quality of the service, and the strength of the systems behind the scenes.
The best franchisors already know this. They understand that loyalty is not built on chandeliers or tile samples. It is built on care, consistency, and operational excellence.
So if you are a franchisor, stop leading with design and start proving the strength of your systems. If you are a franchisee, demand more than just a glossy package. And if you are a customer, do not be fooled by appearances. The truth about a brand is in the experience it delivers, not the furniture in the room.
