Franchise Expo Paris 2023: Plenary panel discussion - Cathy Collart-Geiger

The conference, held during the Franchise Expo Paris trade show with Cathy Collart-Geiger, CEO of Picard, and Yves Puget, Editor-in-Chief of LSA magazine, focused on franchising and innovation. The two speakers shared their experience and perspectives on current franchising challenges and emerging trends.

Cathy Collart-Geiger presented the various stages in the evolution of franchising from the 1960s to the present day. She emphasized the importance of innovation in this sector, particularly in a constantly changing economic and social context. According to her, innovation is a key driver for franchises that want to adapt to new consumer behaviors and remain competitive in a constantly evolving market.

Yves Puget, for his part, discussed the challenges facing franchising in the context of digital transformation. According to him, franchising must adapt to new technologies and new consumer habits in order to continue to grow.

The two speakers also discussed the challenges franchises face in recruiting and retaining franchisees. According to Cathy Collart-Geiger, it is crucial to carefully select franchise candidates and offer them personalized support to help them succeed. She also emphasized the importance of transparency and trust between franchisees and franchisors to ensure a lasting and healthy relationship.

Yves Puget, for his part, emphasized the importance of communication and listening to franchisees to better meet their needs and improve the quality of services offered. He also mentioned the need to develop training and support programs to enable franchisees to enhance their skills and innovate in their business.

Finally, the two speakers concluded by discussing the future prospects of franchising and innovation. According to them, the franchise sector must continue to adapt to new consumer habits and technologies to remain competitive. They also emphasized the importance of collaboration and sharing best practices among franchisees to foster innovation and growth within the sector.

In summary, this conference highlighted the importance of innovation in the franchise sector and the various challenges franchises face in remaining competitive in a constantly evolving market. The two speakers shared their experience and perspectives on current franchise issues and offered suggestions for fostering innovation and franchise development in the future.

Frequently Asked Questions about Franchising

Why is innovation essential in franchising?

Innovation allows franchise networks to meet new consumer expectations, differentiate themselves from the competition, and improve their performance. Brands that innovate regularly strengthen their appeal to customers and prospective franchisees alike.

How can a franchise innovate without questioning its concept?

Innovation doesn't necessarily mean completely transforming your business model. It can take many forms: new services, improved customer experience, digitalized purchasing processes, modernized points of sale, or optimized tools available to franchisees. The goal is to evolve the concept while preserving its identity.

Why has digital transformation become essential for franchise networks?

Consumer habits are changing rapidly under the influence of digital technology. Online presence, click & collect, management tools, mobile applications, loyalty programs, and customer data analysis are now important levers for improving network performance and meeting market expectations.

How can franchisors support innovation within their network?

The franchisor plays a central role in disseminating best practices. They can support franchisees through training, sharing experiences, providing new tools, and testing innovative solutions before their large-scale deployment.

Why is franchisee recruitment a strategic issue for innovation?

Franchisees are often in direct contact with customers and the local market. They can quickly identify new consumer expectations and suggest improvements. Recruiting entrepreneurs who are open to change and capable of contributing good ideas enhances the network's capacity for innovation.

How can we encourage the sharing of best practices among franchisees?

Network meetings, annual conventions, working groups, collaborative platforms, and digital tools allow franchisees to share their experiences and successes. This sharing fosters the emergence of new ideas and accelerates the dissemination of innovations throughout the network.

What are the main challenges facing franchise networks in the face of market changes?

Retailers must adapt to numerous changes: evolving purchasing behaviors, the digitalization of customer journeys, new consumption patterns, talent recruitment, and the environmental transition. The most successful networks are often those that anticipate these transformations rather than reacting to them.

How to build an innovative franchise network for the long term?

A sustainably innovative franchise typically rests on several pillars: actively listening to customers, close collaboration with franchisees, continuous monitoring of market trends, and a culture of continuous improvement. This adaptability allows the network to remain competitive while continuing to create value for its franchisees and customers.