FranchiseCanada September | October 2017 69to the date of possession, and provides the appropriate
documents and any design criteria to the design and
construction teams.
DESIGN & CONSTRUCTION DEPARTMENT
If it’s a bricks and mortar franchise, often the Design &
Construction Department is part of the Development
Department.
Q Design Manager. This person works with the franchi-
see to design and lay out their location. The Designer
must work with the franchisor’s prototypical colours,
layouts, and specifications, and to ensure it’s designed
to meet building code requirements, along with the land-
lord’s criteria for the space. The Designer works with var-
ious architects and/or engineers, such as the landlords,
the municipalities, and the franchisees. Since every site
is different, the Designer must be creative to ensure all
the necessary criteria are met, but also to design an
attractive location that will stand out and attract cus-
tomers. Once the design is finished, the project moves to
the construction phase.
Q Construction Manager. Monitors the project from
lease execution to opening. This role has a wide range of
responsibilities, and varies by company. The Construc-
tion Manager might assist the franchisee with hiring an
architect/engineer, review of tenders and construction
contracts, introduction and monitoring of franchisee
interaction with equipment suppliers and ordering, per-
mits, overseeing trades, and ensuring the project stays
on schedule and under budget. The Construction Man-
ager must approve that the location is built to required
specifications, and is ready to receive the Opening Team.
It is also the Construction Manager’s responsibility to
follow up on any construction deficiencies, and ensure
they are remedied and that all tasks are completed.
MARKETING DEPARTMENT
Q Director of Marketing. Oversees and coaches the
Marketing Team. They set the strategic direction of
the marketing plan, and ensure the Marketing Manag-
ers are executing on the tactics. They work with fran-
chisees and the Franchise Advisory Council (FAC) on
the marketing ideas and promotions. This position also
negotiates any media purchases such as radio and tele-
vision, and monitors and approves the creation of all
creative works. Some examples include product pho-
tography, menu board artwork, branded packaging,
point-of-sale items, and website design. The Director
also works with the Research Department to implement
food/beverage trends or new products. This position is
also responsible for monitoring, spending, and recon-
ciling the advertising fees received from franchisees to
the monies spent by the franchisor on advertising on
behalf of the franchisees.
Q Marketing Manager (LSM). Focuses on working with
franchisees and determines how to drive traffic within
the community into the unit. The Marketing Manager
also guides the franchisee in creating a Local Store
Marketing (LSM) plan for the location, including how it
should be executed and how to measure LSM success.
For example, if a franchisee is opening a restaurant,
they might approach the hotels within their market to
have their menus placed in each room, and offer a dis-
count to the hotel manager and staff for referrals. They
also work with new franchisees as they get ready to
open their new location, and assist the franchisee with
organizing events such as a “Friends and Family” event
prior to opening. In addition, the Marketing Manager
establishes a grand opening plan for the new location,
and determines whether it is held on opening day or sev-
eral weeks after opening. This person also reviews and
approves any LSM materials created by the franchisee
prior to distribution.
Q Marketing Manager (Communications). With social
media becoming an increasingly important part of busi-
ness, a person dedicated to corporate communications
is key. This position monitors and engages consumers
on social media, posting interesting news surrounding
the brand, such as new products, corporate events, or
franchisee activities. They also train franchisees on how
to utilize their Facebook page, Twitter account, etc. for
their location. This position could also work with media
agencies and public relations to create press releases
promoting brand news.RESEARCH DEPARTMENT
Q Research Manager/Corporate Chef. A Research Man-
ager is often a food scientist or a chef. This person moni-
tors food/beverage trends, and suggests products and
creates recipes for the brand. This position reviews
ingredient lists, calculates cost of goods (COG) per prod-
uct, ensures suppliers are creating products to the fran-
chisor’s specifications, and creates training materials
for franchisees on food safety and product preparation.
Research Managers troubleshoot with the Operations
team if products are not turning out at store level as the
product preparation procedures dictate.PURCHASING DEPARTMENT
Q Purchasing Manager. Works with suppliers and dis-
tributors to ensure the products are at store level in a
timely fashion. This position sources all products, pack-
aging, and equipment for the brand. For instance, the
Purchasing Manager receives the upcoming promotional
idea for a new beverage flavour to be featured from
the Marketing Department. The Purchasing Manager
sources the new product, ensures it meets the require-
ments of the Marketing and Research Departments, andCAREERS IN FRANCHISING