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Q: What kind of impact has the influx of northerners and senior citi­zens had on restaurant franchise open­ings?

A: As a whole, the influx of north­erners and senior citizens has had a tremendous impact on franchise restaurant openings, as a loyal contri­bution to the customer base as well as to the labor force. Separately, they have influenced the diversity of food categories traditionally associated with South Florida as well as having an impact on restaurant marketing programs.

Q: Is there a particular restaurant franchise that stands out as one that had success up north and continued to do so by expanding south?

A: Although it is not a full service restaurant, the most successful north­ern franchise to expand to the south would have to be Subway. As far as concepts, I'd say New York style sub shops or deli's and New York style pizza shops.

Q: How does a bro­ker market to get fran­chisers to look at South Florida real estate?

A: I think the broker must be able to repre­sent that they have a strong understanding of  

revenue and employee wages, and the cost increase of new construction - the plus side is that many South Florida restaurants have rebounded quickly with a strong season and the customer base has actually strengthened.

Q: Is there a particular "type" of franchise that is more successful than others?

A: Fast food franchises are more successful. If we were not talking restaurants, then it would have to be something in the service industry.

Q: As a broker, where do you see the greatest potential for growth in restaurant franchises?

A: The hottest restaurant fran­chise category opportunities are "Fast Casual" Asian, Mexican, coal/wood oven pizza, and healthiei eating concepts.

Q: What is the hottest franchise cate­gory opportunity now?

A: The greatest potential for growth in restaurant franchises is within the Fast Casual concept category.

Q: How does a fran­chise build brand loyal­ty? And, what are the proven tools used to do the restaurant business, knowledge of the mar­ket they service, strong familiarity with the existing franchise mix and a history of success within that market.

Q: What is

 the overall status of restaurant franchise opportunities available in the South Florida market today?

A: The South Florida market for restaurant franchise opportunities is strong, and as the market's population and cultural diversity continues to grow, the opportunities will continue to strengthen.

Q: Which county - Palm Beach, Broward, and Miami - offers the great­est success rate?

A: At one time, I would have immediately said Miami just because of the numbers alone. Base and sea­sonal population, tourism, cultural diversity, sports and other tourist attractions strengthen brand recogni­tion and improve the success rate. However, I think the gap has closed with Broward and Palm Beach coun­ties, and in the not too distant future, Vero Beach will be considered as strong as those markets for success. One thing to remember is that as the population or market grows so does the competition.

Q: What kind of impact has the hurricane had on businesses in the South Florida market?

A: Although there is the obvious downside - property damage and cost of repairs, increase in overhead expenses and cost of goods, loss of  

built and driven by the franchisor and franchisee commitment to the branding of the franchise, the relationship of the product to its target market and the ability of the brand to execute site selection, quality service and quality product, merchandising, advertising and promotions. The key is execution of any of its marketing tools.

Q: Franchise brand commitment and success - how do you separate from the pack?

A: The successful franchise capi­talizes on brand awareness - the part­nership and total commitment of a strong franchisee with a strong fran­chisor support system. I hate to sound repetitious but, commitment and exe­cution of marketing and operations are major keys to the success of any fran­chise brand.

Q: What other information on suc­cessful restaurant franchising can we share with readers of Today's Restaurant News?

A: Do your homework. Get involved in all aspects of the process and talk to as many franchise operators as possible. What is the strength of the brand (awareness, marketing & opera­tions support) in the market your inter­ested in? Always expect the process to take longer, the cost to be higher and the level of commitment to be greater than what you expected.

Randy O'Donnell is Franchise & Restaurant Sale Specialist with The Prakas Group, Inc., South Florida's Premier Restaurant & Nightclub Brokerage Firm

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