As a Canadian who has driven from Coast to Coast on many road trips, there are familiar signs along the way at highway rest stops. Many of us find comfort in the idea that the ‘sauce’ used at a location in Corner Brook, NL, will be the same ‘sauce’ used in Chilliwack, BC. If you’re like me, you know there’s something special about walking into a Canadian Tire, knowing exactly what to expect each time. But is there room for customization in the brand standard?
Before we dive into the importance of consistency, let’s take a moment to appreciate the thriving world of franchising in Canada. The Canadian Franchise Association (CFA) asserts that franchising contributes over $100 bn to the Canadian economy annually, with more than 78,000 franchise units operating nationwide. In addition, according to Franchise Times, Canada is considered the second largest franchise market in the world, following the United States.
With over 4,000 locations, we can’t ignore the presence of the largest franchise in Canada, Tim Hortons. Reading any social media thread or group discussing this topic often notes that this brand can struggle with consistency. Whether in downtown Toronto or a small town in the Yukon, can you count on your double-double tasting exactly the same? Likely not. It’s not because the machines that measure the sugar and cream are not calibrated to the brand standards or because the location is set up with the same décor across the country. It is because of the simple differences that cannot be controlled by brand standards. The water, people, and cultures are different; the location is different.
Does this stop anyone from enjoying multiple coffee stops at franchises on their epic Canadian road trip? Not necessarily. Zendesk notes that 60% of consumers will purchase based on what they expect to receive. Think brand loyalty and brand recognition. So, even if the experience is not 100% the same, is it close enough to the general expectation with location-specific nuance?
I’ll give you two real-life examples: I worked at McDonald’s during my teenage years, starting when I was 15. Wherever I travelled, I made a point to check out the local McDonald’s. It was not the same, but it was consistent enough with brand recognition. In Tokyo, the culture is to have a tray to put your money on to pay and receive change. This is not an international brand standard but likely a local one. The location I went to also had a board with photos to point to when you do not speak Japanese well. I found this very helpful as a customer, but it was not branded with famous arches. When I went through the Tim Horton’s drive-thru in Windsor, NS, the experience was not the same hustle as in Edmonton, AB. I was clearly not a regular in Windsor. Their customer experience culture included getting to know me, asking me about my visit and offering local suggestions. In Edmonton, the experience focused on meeting the service times and quickly getting me in and out. Did these different experiences that were not necessarily brand standards make me a brand detractor? Not at all. These experiences enhanced my opinion of the brands.
A study by Made in CA found that 71% of Canadians noted consistency is a key factor when choosing and staying loyal to a brand. Could brands be doing better by enforcing consistency across Canada while still accounting for the huge geography and many separate cultures it covers? Maybe, but should they? Can the defined brand standards be flexible enough to allow for the individualism of the area? I hope so.
So, how can franchisors ensure consistency across their network of franchisees across the large Canadian landscape while leaving room for local spirit? It starts with setting clear expectations and providing the necessary support and resources, including comprehensive training programs. From the proper way to pour a pint of beer to the art of saying, ‘Would you like fries with that?’ comprehensive training programs ensure franchisees have the knowledge and skills they need to deliver a consistent brand experience to customers. Ensuring leaving room for local spirit will enhance the brand buy-in for the franchisee and the customers.
Another key point is to complete regular quality and customer experience audits. Regular audits, either internally or by a third party, ensure that franchise locations adhere to brand standards and set KPIs. Whether checking the POP displays or ensuring the local/regional/national hockey game is on the TVs, you can have measurable standard brand KPIs while ensuring local culture is included.
Fostering open communication between franchisors and franchisees ensures that issues or concerns are promptly addressed. Whether it’s a question about marketing materials or feedback on a new menu item, keeping the lines of communication open is essential. While creating the channels of communication, training, and education programs, it is important to note that Canada has six time zones, and the uptime working hours within these time zones will vary considerably. Having representatives across all areas would greatly benefit consistency.
In the ever-changing world of franchising, one thing remains constant: brand consistency is important, if not essential. But giving consistency a heart includes honouring the local culture. From coast to coast, Canadian franchise brands are leading the way, delivering reliable, predictable, customized experiences that keep customers returning for more and encourage international franchises to join the Canadian Market. So, whether grabbing a slice of pizza on your way to work or cheering on your favourite hockey team at a sports bar, take a moment to appreciate the consistency you find (and don’t find) in Canadian franchises.
