Great Wraps Ceo Interview
Mark Kaplan is the C.E.O. of Great Wraps, the #1 Wrapped Sandwich & Grilled Sub Franchise in the Industry. Before leaping into franchising, Mark enjoyed a successful marketing career with such corporate powerhouses as Colgate Palmolive, Nabisco Brands and The Coca Cola Company. At Coca Cola, Mark developed quite a reputation by leading Sprite past 7Up to take over the #1 position in the huge Lemon Lime Category. However, he gave up the Corporate world to acquire Great Wraps (with partner Bob Solomon) and set out to establish the Great Wraps Brand as the best way to enjoy a sandwich. With the public growing tired of generic fast food and looking for new sandwich alternatives, Mark's vision is becoming a reality. Great Wraps has over 85 stores in operation, with countless others in the planning stages...and the market is taking note. The Company has been named "Emerging Franchisor of the Year" by the Southeast Franchise Forum, and has been named to the Top Franchise Lists of Entrepreneur Magazine, Bond's Franchise Guide and Restaurant Business Magazine. In a recent interview, this is what Mark Kaplan had to say about Great Wraps, and the franchise industry in general.
What made you decide to give up the
corporate world?
Every business person dreams of owning their own business, and controlling
their own destiny. I loved the corporate world, but when I heard that a small
"Mom & Pop" Wrap Sandwich chain was for sale, I knew that I had
tripped over my destiny. The thought of surrounding my corporate Branding
skills with a Team of food and franchise professionals was very exciting.and I
was confident that this would provide a powerful foundation for franchise
success.
Tell us a little bit about Great
Wraps.
Great Wraps is a very unique and high-quality Sandwich Concept, and it's quite
different from all the same-old sub, sandwich and burrito shops out there...and
that's why people are drawn to it. Our menu features a mouth-watering line-up
of HOT Wraps and Grilled Ciabatta Sandwiches. Customers can choose one of our
proprietary recipes or customize their own creation to be as healthy (or as
indulgent) as they want to be, as they watch their sandwich being made right in
front of them. Regardless, we then grill the entire sandwich golden Brown.
That's a taste explosion you just don't find anywhere else. But that's not all.
Customers can custom flavor their "World's Greatest Fries" (Trans-fat
free, of course) at the Great Wraps Spice Bar. Again, you just don't find that
anywhere else, and Franchisees are thrilled to bring such a different,
high-quality approach back to their markets.
Why is Great Wraps experiencing
strong growth now?
Two things are occurring now that have dramatic effects on consumer behavior.
First, generic fast food burgers, subs and tacos have simply lost their mass
market appeal. The economy is tough now, both spouses are working harder than
ever before and the shortage of time and money are making all of us re-evaluate
what we really want to buy (or eat). So, when customers spend their hard-earned
money for lunch or a quick dinner, they want something really good and
"worth it". That drives them to look for something different, tastier
and healthier than the quick-serve food they grew up with..and that's what we
do. So we open our stores to a ready-market that's looking for the "next
thing". And second, we're now focused on growth and are ready to support a
much larger Franchise System. Our franchise inquiries are huge now because
Great Wraps offers something new in the market, but also has a solid track record
of PROVEN franchise success. That gives people the confidence they need to take
the Entrepreneurial plunge.
What is your vision for Great Wraps?
We are positioning ourselves for methodical, long-term growth, and you will not
see us on every other corner like the leading Sub Chains. Our Vision is to
carefully build the Great Wraps Brand, while targeting specific growth markets
for Great Wraps expansion. A critical part of our strategy is to provide our
Franchise partners with a large enough geographic territory to develop a solid
core business. That's what more and more food Franchisees want from their
Company...to focus on quality of territories, and not just quantity of stores.
Our focus is to open another 300 in the next 10 years, and this will not only
keep us very busy but will also establish Great Wraps as the premier Wrap
Sandwich Franchise in the Industry.
What is the single most important
factor in choosing a franchise?
My advice is always the same, and I believe it's the key to success in any area
of life. Before choosing a Franchise, I advise people to look within and
understand where their passion lies. That will help you choose a franchise that
will excite you, and motivate you to constantly improve it. This helps you rise
above the functional goal of unlocking the door in the morning and trying to
make money. I have seen that just going through the motions and focusing on the
functional goals is a quick ticket to mediocrity. Real passion for your
business leads to the pursuit of excellence at all levels, which can really
catapults you towards a whole new level of success. When people have passion
for what they do, they don't just go through the motions..they vibrate with
energy and positive "can-do-ism" that everyone from employees, to
your customers, to your Banker, will respond to in very positive ways.
When I finally narrow down to my
final choices, how do I make the final decision?
At this point, assuming the "finalists" truly excite you, it's a pure
business decision that requires lots of thorough homework. Start with these
questions: Was their philosophy to franchise sales more high-pressure or
helpful? How long have they been in business? What do their Franchisees say?
How does their fees & royalties compare to other franchises? What type of
support do they provide? How helpful are they in getting my store open? Do they
mark up your store design, equipment and construction to make a profit before
you've even opened your doors? If you do this research on the front end, it
helps insure a strong and successful franchise relationship on the back end..
Why choose Great Wraps over other
food franchises?
Most Franchisees became interested in Great Wraps because they wanted to bring
something DIFFERENT and SPECIAL to their respective markets. In this economy,
Entrepreneurs are searching for Brands that enable them to stand out from all
the retail clutter. But Franchisees will most often tell us they bought the
franchise rights because they loved the taste and quality of the food, and
because Great Wraps is so committed to Franchise Support. Our highest priority
is to be very responsive to the issues and needs of our Franchisees. Our Team
comes to work everyday with the same question in-mind: How can we help our
Franchisees be more successful. We've all heard the clich�© "Be in Business
FOR yourself but not BY yourself"..and it's true. Our Franchisees
appreciate knowing that we've "got their back".
What type of Franchisee finds the
greatest success with Great Wraps?
Like any business, Great Wraps has moving parts that must be managed well, from
the quality and consistency of our products, to the efficiency of our
operation..and all of this we will teach you. But we have learned that the real
key to success in our System lies beyond the functional methods of running a
store. We tell our franchisees that the key to success is their ability and
willingness to connect with people. It starts with building a strong, positive
and loyal staff that provides excellent service and appreciates customers. And
then we preach the importance of connecting with customers. The economy is
tough, and customers are looking for more than just great products when they
spend their limited dollars. They want a great experience and they want to be
treated well, from the initial greeting, to eye-to-eye contact, to warm
"thank you" at all appropriate points. Ours is a people business, and
we've shown the winners in our System how to take this to a whole new level.
Other critical characteristics: the willingness to be a team-player and follow
our Program, setting firm financial goals and establishing a plan to achieve
them, being committed to local marketing and community, and keeping that
"third eye" open to make sure your store is always clean and tight
".
Why is Great Wraps royalty and fees
lower than other franchises?
Great Wraps represents one of the most exciting Concepts in the food industry
today. We could charge higher fees, and all sorts of up-front charges for
equipment and design like other Franchisors do....but we just don't think
that's right. You see, we believe that Franchisees must be financially
successful, and that our success is tied to theirs. Therefore, the question is
NOT why is our financial package so low. The real question that Entrepreneurs
must ask is why are other franchises so expensive. Our combined royalty and
marketing charges are only 6.0% of sales. I'm amazed at how much other
Franchise Concepts charge. Our Franchisees are hard working businesspeople, and
we wanted to leave more of the financial benefits "on the table" for
them and their families to enjoy.
Tell us about the Company's
Territory Development Program.
It's a phenomenon that is really picking up steam throughout the Industry. Very
simply, there are certain Entrepreneurs who are looking for a broader business
opportunity than owning and operating one or two stores. They have the
financial resources, business acumen and communication skills to develop an
entire Territory, and they are very capable of finding excellent locations,
negotiating leases, working with food suppliers and building a Team to power
their stores. Territory Developers are helping us grow faster, and they are
able to actualize their vision of owning a larger Company and controlling their
market. It's a classic win-win! We're signing on more and more Territory
Developers who want to develop whole markets with Great Wraps.
What is the future for Great Wraps?
We think it's very bright!! Great Wraps is leading a whole new sandwich
category that is quickly exploding into the mainstream. It is simply a superior
way to enjoy a sandwich, and there's no limit to where our flexible menu can
go. Great Wraps is experiencing rapid growth, and the main reason for that is
that Great Wraps offers the products and Brand Experience that people want. It's
a business that our Franchisees are very proud to own.