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November 2023
600 Stewart Street #1300, Seattle, WA 98101 | westcoastfranchiselaw.com | (206) 724-0846
The Power of Intentional Gratitude
How One Email Renewed My Commitment to Thankfulness
Thanksgiving prompts us to reflect and express gratitude for what we have and the people who impact us. But while I’m certainly among those who need the reminder,
Earlier this year, I sustained a concussion and went to the emergency room, as all experts advise you to do. Afterward, I had roughly $9,000 in medical bills for
I also wonder why we don’t do it more often. Recently, a former client made me consider how there’s no wrong time for thankfulness. A few months back, I received an email from a guy I represented a long time ago. He’d recently learned of an online movement called “Say It Now,” encouraging people not to wait to tell others how they’ve impacted them. It seemed like a great idea, and his words touched me immensely.
services the insurance company should have covered. It was not the first time this had happened, and wrongful denial of medical coverage is a topic that seriously chafes me — it’s the reason I went to law school. So, when I called the insurance company’s customer service team, I was angry, impatient, and not my best self. However, the representative who took my call was excellent and handled me incredibly well. She carefully walked me through the entire process and explained what I could expect to happen. By the end of the call, I was calm. Mindful of gratitude, thanks to my client, I decided to say something.
He wrote that I’d helped him during one of the worst times of his life. When he was
confused and afraid, he said I’d helped guide him through it and made him feel things would be okay. He’d known for years what a difference I made in his life, but I hadn’t until that moment. I’m grateful he took the time to tell me approximately 20 years later. I think most people make an effort to say “thank you” often. But routine pleasantries simply can’t compare to someone taking time out of their life to offer a heartfelt expression of gratitude. “Thank you” is one thing; hearing what your actions actually meant to a person is something different. A person doesn’t have to completely change your life to make an expression of gratitude worthwhile. I can’t honestly say that my client’s note inspired me to reach out to long-lost friends or colleagues, but I am mindful of expressing gratitude more often and going beyond mere politeness. Here’s a recent example.
I paused to thank the woman for helping me deal with this problem and being respectful and patient even when my behavior didn’t quite merit it. I told her that while mine was only one call in her day, I wanted her to know that she’d made my day much better by the end of it. Working in a call center has to be incredibly difficult, and I imagine people don’t say thank you often. So, I hope I made a difference to her. But even if not, I’m better off for having said it. I hope to find more such moments to say a heartfelt thank you and eventually make it a habit. Knowing its impact on someone, I can’t think of a good reason to keep that gratitude to myself during Thanksgiving or any other time of the year.
– Nate Riordan 1 (206) 724-0846
Elevate Your Travel Experience Unconventional Items to Pack on Your Next Flight
When preparing for your flight, it’s essential to pack the basics, such as clothing, medications, toiletries, and your travel documents. However, there are some surprising and often overlooked items that can greatly enhance your flying experience. These unexpected additions in your carry- on can make your air travel experience more comfortable, enjoyable, and stress-free. ELECTROLYTES Flying is dehydrating! Because airplane cabins are kept at a lower humidity level, your body dehydrates quicker than normal. To help keep your body hydrated without a dozen trips to the bathroom over the course of your flight, pack some electrolyte packets to mix into your water. Speaking of water, pack an empty water bottle with
you, and after passing through security, you can fill it up at a water fountain!
and even deep vein thrombosis (DVT). Compression socks apply gentle pressure to your legs, reducing discomfort and circulation complications. PORTABLE CHARGER While you may have remembered to pack your plug-in phone charger, bringing along a portable charger and power bank is a lifesaver! Sometimes, finding an available charging station in a crowded airport can be tricky. But having a backup power source on the plane makes it possible to keep your devices charged throughout your journey! When packing for your next flight, don’t forget to include these trip-saving items in your carry-on for a more pleasant travel experience — you’ll be glad you did!
NOISE-CANCELING HEADPHONES Flights can be noisy. You can never predict crying babies, loud talkers, or hyper kids traveling alongside you. Noise-canceling headphones can provide a peaceful oasis amidst the hustle and bustle of the airplane. They block out ambient noise and allow you to relax, listen to music, or enjoy in-flight entertainment without any distractions. COMPRESSION SOCKS Wearing compression socks on an airplane is crucial for maintaining healthy circulation during long flights. Prolonged periods of sitting can lead to blood pooling in your legs, causing swelling, poor circulation,
McDonald’s Shakes Up Soda Service
WHY THE FRANCHISE IS REMOVING SELF-SERVE DRINK STATIONS
Automation and self-service have long been seen as the future of the quick-serve restaurant industry. So, the September 2023 announcement by McDonald’s that the chain would remove all dining room drink machines by 2032 came as a shock to some observers. It would seem to be a step backward for innovation, but the franchise believes it has the data to back the decision. Many internet commentators assumed the move to be cost-based. After all, Coca-Cola’s Freestyle machines are pricey to place in restaurants, and many consumers help themselves to “free refills” at self-serve machines, regardless of the location’s policy. However, the savings would likely be minimal once increased labor is considered. Instead, McDonald’s has publicly stated its reasons for the change are consistency, efficiency, and space. The franchise notes
that consumer habits have significantly changed since the beginning of the pandemic, and fewer people than ever are filling their own beverages. Digital orders make up 40% of the franchise’s orders, and drive-thru is increasingly popular. The brand also wants to move even further toward a digital model. In this environment, the cost of operating and cleaning dining room machines is higher per customer. If employees are already filling most drinks, strategists believe consolidating makes financial and logistical sense. The franchise pointed toward “a consistent experience for both customers and crew across all ordering points” as a benefit of the change. Meanwhile, dining rooms may be going the way of the dodo. Fewer customers dine in at quick-serve restaurants, so the
overall restaurant footprint of locations is shrinking. McDonald’s is eyeing a new concept called CosMc’s with smaller dining areas. Duplicate drink machines take up precious real estate. Online diners have bemoaned the inconvenience and death of “hybrid drinks” containing several flavors in one cup. But whether there will be a substantial backlash remains to be seen. Test locations in Springfield, Illinois, told The State Journal-Register the change required some adjustment, but staff received few complaints. McDonald’s has a track record as a trendsetter in the quick-serve space. So, will other franchises follow in their footsteps? Decision-makers will likely keep an eye on this experiment before deciding on any big moves.
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Harness the Power of Local Store Marketing The Secret to Maximizing Your Sales
Widespread name recognition is one of the top reasons people enter the franchise business. Nationally known chains have built-in marketing machines behind them that drive awareness and brand loyalty. But your franchiser’s efforts shouldn’t be where your quick-serve restaurant’s marketing begins and ends. Local store marketing or neighborhood marketing involves engaging customers at the location level, where relationships and loyalty are formed. Nate remembers a client with exceptional sales numbers far beyond the norm. When Nate asked how he did it, the client explained that he offered free soft- serve cones to children with each order. The kids did the marketing for him, pushing their parents to choose his restaurant over others. Not all franchise agreements allow that level of flexibility, but there are many other local store marketing strategies that too few
franchisees use. Paid search is among the most effective local marketing strategies. Local search can pinpoint users within a specific region or zip code, better capturing the attention of many people who search for terms like “restaurants near me.” Social media is another area many franchisees neglect. Often, owners assume the national social media presence is enough. While franchise-wide campaigns can generate buzz, people like to know
and pages like Yelp. Your address, phone number, website, and hours of operation should always be accurate, or you risk losing potential customers to frustration. Even more important are your online reviews. Low ratings drive away new customers, so someone must monitor and respond to customer complaints and compliments. Some brands handle this at the franchise level, but most leave it up to local franchisees. Ignoring it will harm your restaurant more than you realize. Maximum effectiveness for local store marketing requires understanding your customer base. These strategies work best when you know who your diners are, what they want, and where they get information. Once armed with that information, your neighborhood marketing campaign practically creates itself.
what’s happening near them. Paid search on platforms like Facebook or Instagram can prove fruitful, but simply having a well-maintained page is also surprisingly effective. People tune in when you have quality content with regular and relevant updates.
Reputation management is also crucial. Start with local listings on search engines
EVERYTHING-SEASONED DINNER ROLLS
TAKE A BREAK
No need to make rolls from scratch this season. Instead, dress up store-bought rolls with delicious everything bagel seasoning!
Ingredients: • Cooking spray
Inspired by RealSimple.com
•
1 tbsp honey
•
20 frozen dinner rolls
•
2 tbsp everything bagel seasoning
•
2 tbsp unsalted butter
Directions: 1. Coat a 13x9-inch baking pan with cooking spray and arrange frozen rolls in the pan to thaw according to package instructions. 2. Preheat oven to 350 F. Then, melt butter and honey together in the microwave or on the stove. Once the rolls thaw, brush butter mixture over the rolls and sprinkle seasoning on top. Bake for 15–20 minutes, or until golden, and serve these tasty rolls straight out of the oven!
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600 Stewart Street #1300 Seattle, WA 98101
westcoastfranchiselaw.com | (206) 724-0846
IN THIS ISSUE 1 2
Nate’s Touching Message From an Unexpected Source Pack These 4 Items for the Best In- Flight Experience Why Is McDonald’s Ditching Self- Serve Drinks? Your Quick-Serve Franchise Needs a Local Marketing Strategy Everything-Seasoned Dinner Rolls Grow Your Business With These 3 Rules
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Want to Grow Your Business? Master These 3 Simple (But Critical) Rules
FOCUS ON REVENUE GENERATION INSTEAD OF BUSINESS COSTS. It costs money to run a business, but you should not focus solely on money leaving your bank account. Start building plans to create revenue that covers your business’s expenses. Part of the reason you started your business was to make money, so start making money! Focus on creating sales and operation processes that align with your company values and promote more business. Doing so will offset the costs of doing business while bringing in more revenue that can be used to grow your company. THERE ARE NO OTHER RULES! According to Tracy, no other secret rule will bring success to your business. If you put quality first and focus on revenue generation, you can grow a profitable company.
As a business owner, you’ve likely spent a lot of time working to improve your business. You’ve read business books and attended seminars to enhance your skills. Occasionally, you learn something revolutionary that allows you to implement practices that make your company more profitable. Brian Tracy, CEO of Brian Tracy International, is no stranger to offering revolutionary business advice. He founded his company nearly 40 years ago, which provides counseling on leadership, strategy, creativity,
and more. If you haven’t read anything by Tracy or heard him speak, you’re missing out on valuable business advice. Tracy recently unveiled his three rules for business success. By following these rules in your own business, you can reach new heights and accomplish your goals.
QUALITY IS MORE IMPORTANT THAN COST.
The big question: Do you cut costs and offer a lower-quality product, or do you deliver a high-quality product that’s more expensive? Tracy recommends providing a higher-quality product every time. If you make a cheap product and sell it for a low price, the customer will be happy at first to get a great deal, but their joy will fade as the product starts to wear down. This is how customers look at your business.
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