Five brands within the food service franchise industry share how they adapted to keep serving communities
By Jessica Burgess
While the pandemic challenged nearly every brand within the food service industry, some came out on top by introducing innovative and fresh ideas to keep customers safe and coming back for more. Here, five food-service franchisors share their thoughts on franchising trends and offer insight for those at any stage of their franchising journey. The past year in food franchising has been informed largely by COVID-19 safety concerns and continued adaptation to the changing realities of the pandemic. But there have also been many moments of strength and joy in work that’s so closely connected to people’s hearts—food.
COBS Bread
“We provide a product that people love, and it shows,” says Brad Bissonnette, vice president of marketing and franchise recruitment for COBS Bread, a bakery franchise with locations around the country. “People have continued to cook and eat more at home, a trend that emerged at the beginning of the pandemic and has shown it has staying power.” For COBS Bread locations, this trend means that people are buying more bread and treats to take home and enjoy there, which allows COBS to continue safely providing people with the products they love.
In terms of the future, Bissonnette reflects on the company’s optimism, with a focus on playing a continued role in the economic and social lives of Canadians. “We’re in growth mode in more ways than one,” says Bissonnette. “Our vision is to be the favourite bakery in every community, and there are still a lot of communities where COBS Bread doesn’t yet exist.” With 25 locations set to open in each of the next five years, Bissonnette notes that this is an ideal time to become a franchisee.
“Our most successful franchisees come from all walks of life,” Bissonnette explains, “but they all take a hands-on approach to growing a business and building a team. They’re self-starters, committed to high-quality results in everything they do.” While COBS Bread franchisees come from a variety of career backgrounds, many also have experience in the food-service industry in some way. And on top of that? “They have a passion for fresh baked breads and treats!”
Eggsmart
Eggsmart was founded in 2008, when parent company Chairman’s Brands “saw an opportunity to introduce a fun and exciting breakfast concept where families and friends can get together and have a flavourful breakfast at an affordable price,” shares Eggsmart franchise director, Tariq El-Noqrashy. El-Noqrashy explains that while staying on top of industry trends and innovations has always been a part of the Eggsmart brand, it’s been especially important since the pandemic began. “We’ve been doubling down on technology in our restaurants and digitally, so that what we’re offering is more accessible to all customers. All this better prepares us for the future of the restaurant industry and changing customer behaviours.”
“The impact of COVID-19 was felt throughout the restaurant and hospitality industry,” adds El-Noqrashy, noting that this was particularly true of dine-in restaurants. “We worked fast on adapting two things: we launched our ordering app and increased our digital marketing efforts to drive delivery business, and we improved our packaging so that our product travels better with a focus on plating and heat retention, as we tried to mimic the in-store experience at home.”
The future of the brand is sunny, and the company is seeking franchise partners in all Canadian provinces. El-Noqrashy notes that an ideal franchisee has a positive outlook on life and genuinely loves people. “Running your own business can be personally and financially rewarding if you love working with people. The benefit of joining Eggsmart is that you’re joining a system that focuses on innovation, marketing, and operational excellence.” As El-Noqrashy sums it up: “The proof is in the poaching.”
Grinner’s Food Systems / Greco Pizza
“Grinner’s prides itself on being a family-run organization that treats its franchisees like family,” shares Greg Smith, director of franchise business development at Grinner’s Food Systems. “We succeed when our partners succeed!” Founded in 1977 in Moncton, New Brunswick, Grinner’s Food Systems has grown to include 84 franchise locations, with Greco Pizza as the flagship brand that will be celebrating its 45th anniversary this year. “We’ve had a strong delivery system for years,” explains Smith, “but we recently added contactless delivery, online ordering, delivery tracking, and contactless pick-up, as well as safe packing systems to ensure our guests can continue to receive their orders safely and with minimal contact.”
Food is essential, and with restaurants across the country continuing to serve their communities, this kind of innovation and dedication to service is crucial. “Guests want to know that the places they eat are safe,” adds Smith. This can also be extended to the places people work. Given the particular uncertainty of the past two years, this sense of community and family, both within a franchise and between franchises and the communities they serve, is perhaps more important than ever. “The pandemic caused Grinner’s to reconsider its priorities, including expansion. In response, Grinner’s focused their efforts on supporting their family of franchisees, including offering financial relief.”
As 2022 begins, Grinner’s is turning its focus once again toward expansion. “We’re currently recruiting multi-unit franchisees in Ontario and master franchise partners in Western Canada,” explains Smith. “Being a valued part of the communities in which we’ve been doing business that’s probably the biggest benefit of this kind of business.”
For Greco Pizza, this combination of community and expansion—and of course food beloved by so many—are sure to keep the ovens burning for years to come.
M&M Food Market
“M&M was born in 1980 in Kitchener, Ontario, [with the mission] to provide convenient, nutritious, and tasty food to busy people who couldn’t spend hours in the kitchen preparing meals—a lot like the needs of our customers today,” explains Pegi Klein-Webber, vice president, people, training and corporate communications, for M&M Food Market. “Starting in 2016, M&M began one of the most transformative rebranding efforts in the Canadian retail industry to appeal to a broader audience, delivering everyday value-added meal solutions while still remaining top-of-mind for entertaining solutions.”
She continues, “Customers across Canada have turned to M&M Food Market as an essential service during the pandemic.” This came at a time where there has perhaps never been such an important market for such meal solutions. “Over the past year, customers have shopped more with us online than ever before and we were able to accommodate this growth due to the foundation we built and strategic enhancements we’ve made over the past few years.”
M&M Food Market has provided meal solutions to countless Canadians across the country during a hectic time, and the company has continued to hone its service methods. “The health and safety of our customers and in-store teams has been our number one priority during the pandemic, and we acted swiftly to implement countless safety protocols and changes to our business to ensure a convenient, comfortable, and safe shopping experience,” says Klein-Webber. “During the pandemic, customers have relied on us to provide a safe and convenient shopping experience and we’ve also seen a significant spike in sales from our eCommerce channels, a trend we expect will continue.” Summing this up, Klein-Webber says, “We’ve got you covered for all your meal solution and entertaining needs.”
Second Cup Café
In 1975, Tom Culligan and Frank O’Dea opened a kiosk in a shopping mall in Toronto, selling six different blends of whole-bean coffee. Decades later, that brand is still up and running as the well-known and beloved Second Cup, owned by Foodtastic Brands. While the brand has seen many changes and new leaders over the course of its nearly 47 years in business, it’s always stayed true to its commitment to providing Canadians with great products and service—even during the COVID-19 pandemic. “Like so many other businesses, we have been hit hard by the pandemic. Using technologies like social media and online delivery alternatives have been a big factor in mitigating the impacts in many locations,” shares vice president and brand leader Tom Hogan.
Alongside Second Cup’s commitment to serving customers during difficult times is a commitment to franchisees. “Our franchise partners aren’t just a part of Second Cup, but of the entire Foodtastic family, which allows for better pricing, programs, and services,” notes Hogan. Second Cup’s head office provides hands-on training for franchisees, as well as insight into industry trends. “We continue to see our guests moving toward fresher and healthier trends in both food and beverages. Non-dairy offerings like oat milk and other substitutes continue to be a growing part of our sales.” He adds that to be successful, you must recognize, embrace, and lean into these trends.
Second Cup continues to innovate and move forward. “We’re doing a complete re-brand in many ways,” Hogan notes of the company’s plans in 2022. “Staying ahead of trends and attracting a younger customer base is paramount for Second Cup to stay relevant and grow.” Regardless of such changes, the brand’s commitment to quality and service remains steady. “Our franchise partners must have an innate passion for service, quality, and coffee,” Hogan concludes, “taking great pride in what they do every day and treating all their staff and guests like family.”