Franchising World, June 2006

By Sonya Brathwaite

Nearly 100 International Franchise Association-member companies have signed up to participate in the new MinorityFran Initiative.  Launched in February, MinorityFran is designed to help build the awareness of franchising within minority communities and increase the numbers of minority franchisees, employees and suppliers.

“We are very pleased with the positive response MinorityFran has received from the IFA community,” said Diversity Institute Chairman Ronald Harrison, CFE.   “MinorityFran members hail from virtually every industry—from restaurants and hair care, to business and pet services. It truly speaks to the diversity of franchise opportunities available. Through this growing membership, we hope to let all communities know that franchising is an attractive option for business ownership, employment and supplier contracts.”

MinorityFran encourages minority franchise prospects to consider franchising while giving franchise companies the tools and contacts they need to more effectively reach out to these communities. Thus, MinorityFran has two audiences: minority prospects and IFA-member companies.

For prospects, MinorityFran provides one, convenient place ( www.franchise.org/minorityfran) where minority prospects can explore franchise offerings of companies actively looking to recruit minority franchisees.  The site also provides links to resources, including general franchise information and upcoming franchise events.

For IFA-member companies, MinorityFran provides opportunities for participants to reach out to minority communities through seminars and events, and various media opportunities. The initiative also provides guidance on ways to recruit and retain diverse franchisees, employees and suppliers.

MinorityFran builds on relationships forged with leading organizations through the IFA Diversity Institute including the National Urban League, Association of Small Business Development Centers, U.S. Pan Asian American Chamber of Commerce, and the Minority Business Development Agency. MinorityFran will serve as the flagship program promoted jointly by the IFA and these and other organizations to be highlighted at events, in internal and external media communications and through other targeted efforts.

For example, the IFA has partnered with the National Urban League to host a Franchise Pavilion during their annual conference in Atlanta from July 26 to 30. The IFA will have a booth, as will a number of MinorityFran-participating companies. The conference is expected to draw thousands of African-Americans from around the country, and will be the first opportunity for MinorityFran members to participate in a minority-recruitment initiative. Similar partnerships are being planned with other organizations.

 

Sonya Brathwaite is the director of diversity and emerging markets for the International Franchise Association’s Educational Foundation.  She can be reached at 202-662-0784 or sbrathwaite@franchise.org .