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2021 AFDR/AFMR

July 23 - October 20, 2021





Order Report


FRANCHISE DEVELOPMENT AND MARKETING IN THE TIME OF COVID

AFDR & AFMR SHED NEW LIGHT ON CURRENT PRACTICES AND PROVIDE BENCHMARKS FOR 2021.

2020 will go down as one of the most difficult years in at least a century. Not
only did Covid-19 dominate the world stage for most of the year, it is
continuing right into 2021. No examination of the state of franchise development
and consumer marketing would be complete without recognizing how the pandemic
has affected the business landscape, from franchise sales to consumer marketing,
as buyers in both categories have put many of their pre-Covid plans (and dreams)
on hold.



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No surprise then that the results of the 2021 Annual Franchise Development
Report (AFDR) and the 2021 Annual Franchise Marketing Report (AFMR) asked
participants a new series of questions about Covid-19’s effects on their
systems. The two studies were unveiled in October at the Franchise Leadership &
Growth Virtual Conference (FLGVC).

The once-in-a-lifetime pandemic, coupled with franchising’s already competitive
and frothy landscape, has strengthened the need for development and marketing
executives to dig deeper than ever to better understand how their brands measure
up against the competition and their performance in the wider marketplace.

The 2021 Annual Franchise Development and Franchise Marketing Reports (AFDR &
AFMR) have been combined into one comprehensive report, providing benchmarking
data that spans both Franchise Development and Consumer Marketing. This data
offers a view of how the respective departments stack up vs. other industry
brands. 

Participants in the AFDR consisted of senior-level franchise development
executives who completed a comprehensive online questionnaire. Responses were
aggregated and analyzed to produce a detailed look into the recruitment and
development practices, budgets, and strategies of a wide cross-section of
franchisors. 

The AFMR is intended to assist franchise consumer marketers in understanding how
their team—and results—compares with their peers and, more importantly, help
them allocate their limited resources to the most effective channels for
achieving their system-wide goals. AFMR participants consisted of high-level
franchise marketing executives who completed an in-depth questionnaire. Again,
responses were aggregated and analyzed to produce a detailed look into the
marketing practices, budgets, and strategies of a wide cross-section of
franchise brands and sectors.

In addition to the aggregated, anonymized information, the data gathered here
has been “sliced and diced” to provide more in-depth analysis—and, we hope,
better results for the franchise development (AFDR) and consumer marketing
(AFMR) executives and teams working to understand how they can best adapt and
plan for the future, from budgeting to hiring to staffing, all while remaining
flexible and agile as they navigate a world no one was prepared for only a year
ago.

We also added a series of questions about essential vs. non-essential
businesses, as closures and limited capacity affected all aspects of a franchise
system. While businesses declared non-essential took the biggest hits, we also
heard from brands that prospered during the pandemic—and why.

The 2021 Annual Franchise Development and Franchise Marketing Reports (AFDR &
AFMR) have been combined into one comprehensive report, providing benchmarking
data that spans both Franchise Development and Consumer Marketing. This data
offers a view of how the respective departments stack up vs. other industry
brands. 

Participants in the AFDR consisted of senior-level franchise development
executives who completed a comprehensive online questionnaire. Responses were
aggregated and analyzed to produce a detailed look into the recruitment and
development practices, budgets, and strategies of a wide cross-section of
franchisors. 

The AFMR is intended to assist franchise consumer marketers in understanding how
their team—and results—compares with their peers and, more importantly, help
them allocate their limited resources to the most effective channels for
achieving their system-wide goals. AFMR participants consisted of high-level
franchise marketing executives who completed an in-depth questionnaire. Again,
responses were aggregated and analyzed to produce a detailed look into the
marketing practices, budgets, and strategies of a wide cross-section of
franchise brands and sectors.

The data in both reports has been thoroughly dissected and analyzed so readers
can examine results and trends in the aggregate or from varying perspectives.
Likewise, benchmarking, for both essential and non-essential businesses and
sectors, is a key feature of these reports, as are insights into the key
impacts, behaviors, reactions, and tactics franchisors revealed about their
processes.

The overriding goal of these two reports is to provide you with unique,
invaluable data and analysis, to not only help you understand how a diverse set
of franchise brands adapted to the changes of 2020, but also to provide a look
into how they plan to meet the challenges of 2021.





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