By Betsy Schmandt, Meredeth Jones and Amanda Potts, A&W Restaurants

Franchising is experiencing a cultural and operational shift.

As the industry continues to evolve, so does ownership and franchisor management. Franchising is no longer one-size-fits-all, and buyers aren’t cookie-cutter.

The industry’s evolution over the last decade has been remarkable. What was once largely a top-down, mandate-driven relationship between franchisors and franchisees has transformed into a more collaborative partnership. It’s a positive change that drives innovation and resilience. Modern franchising is more inclusive, innovative, and diverse, driven partly by the rise of women in leadership and ownership.

The Changing Face of Franchising

One of the most unifying beliefs among owners is the desire to go into business for themselves, but not by themselves. Many owners dream of building an independent life, spending time with their loved ones and fueling their passions doing something they love. Who embodies this entrepreneurial spirit has changed and ownership looks different, now including more women, younger operators, and second-career entrepreneurs.

Women entering business are among the largest contributors to this shift, accounting for nearly a third of all franchises. Women are no longer dependent on their counterparts, and in many cases, they are claiming leadership roles and taking care of themselves. Women are pushing past barriers to entry, beginning their journey through entrepreneurship, family businesses, and corporate transitions.

“The unique perspectives women bring are proving invaluable in franchising,” said Amanda Potts, vice president of marketing at A&W Restaurants. “Ultimately, the franchisor-franchisee dynamic is a relationship, and women are exceptionally adept at cultivating and navigating these connections. It’s truly a superpower that drives stronger, more collaborative partnerships.”

Women at the Forefront of Transformation

Women are bringing new approaches to customer service, operations, and team building. Business is built on the ability to understand and connect with others, fostering relationships that will ultimately lead to business success. Business is no longer black and white; owners are leading with empathy, strategy, and innovation to make decisions and see real business impact.

Women in franchising are focusing on important areas like community impact, values-driven leadership, and employee engagement. Creating a space for women has fostered an environment for relationships to grow and businesses to flourish. According to research by Franchise Business Review, 88 percent of female franchise owners enjoy running their business. Leaders who prioritize female representation are creating more engaged, confident and successful franchisees who are passionate about their work and the communities they serve.

“The A&W leadership team is made up primarily of women. Our CEO, VP of Marketing and VP of Franchise Development are headed by women who are dedicated to the success of our franchisees,” said Meredeth Jones, VP of franchise development. “We’ve created an environment that not only supports women in leadership but also values people from all walks of life. We uphold our values with our DEI task force, which focuses on inclusion first and emphasizes the importance of building a workplace that allows everyone to show up authentically.”

Inclusivity can impact how we tell stories, market to target audiences, and develop teams. Innovation thrives when brands create a space where women can see themselves welcomed and celebrated.

Building Infrastructure for Inclusion

Franchisors set the stage for diversity and how inclusivity is practiced within the organization. Inclusivity should be reflected in the franchisees who own and operate locations and in the leadership and staff that support and equip owners with the tools to grow. Intentional programs, training, mentorship and resources help create a space for women and other diverse demographics to enter business ownership and grow in franchising.

“A&W Restaurants has been a pioneer for the QSR industry and upheld a legacy for more than 105 years. We continue to grow and expand with passionate first and multi-generational owners because we’ve created a One Team culture at A&W that values diversity and inclusivity,” said Betsy Schmandt, CEO of A&W Restaurants. “Our franchisees are an active part of every conversation because they deserve to be heard, supported and met where they are to make their business goals and aspirations come true.”

Established franchisors with a strong understanding of the importance of female representation are attracting the next generation of female owners and leaders who will continue to uphold these values and grow the business.

The Modern Franchise Model

Women in franchising are creating a more flexible, technologically advanced, and values-driven business model. The competitive franchising landscape means that franchise development marketing must appeal to a wider audience.

Women are often skilled communicators and community builders with a unique ability to problem-solve and think strategically. Women leaders are mastering the ability to execute rapid strategic shifts and operate on extended annual planning cycles. They bring to franchising a willingness to adapt menus, technology, and team structures to meet changing consumer and employee expectations. Franchising is no longer one-size-fits-all and is flexible to new candidates who are more than just financially qualified.

A Seat at the Table for Women

Franchising’s evolution is ongoing, and challenges remain, but diversity and inclusion shouldn’t be a hurdle to success. Equitable growth and systemic change should continue to be top of mind in the evolution of franchising and women are leading the charge in preparing the table for the next generation of female owners and executives. The more franchisors adapt to being more diverse, the stronger franchise brands and the communities they serve will be. Women are changing the face of franchising, and the industry is better for it.

Betsy Schmandt is the CEO & president of A&W Restaurants, Inc., her leadership experience extends across multiple renowned food, beverage and retail brands. Meredeth Jones is the vice president of franchise development and design, with more than 15 years of experience in franchise development. Amanda Potts is the VP of marketing and innovation, with more than 20 years of experience working with retail and restaurant brands. For more information about IFA franchisor member A&W Restaurants, Inc., please visit franchise.org/franchise-opportunities/aw-restaurants-inc/.

Search