Burgers And Bulldozers: New Franchise Roundup
With hundreds of new franchise concepts being started every
year, it is nearly impossible to keep track of the freshest
ideas. Here is an update of two new franchises and how they
have fared in their first several months of franchising.
The Counter - No, this isn’t just another fast food hamburger
joint. Besides serving hamburgers, The Counter has as much in
common with your local McDonalds or Wendy’s as the World Cup
has to do with your child’s weekend soccer game. First opened
in Santa Monica in 2003, this trendy update to the classic
burger joint serves its burgers with any combination of 10
cheeses, 26 toppings, and 17 sauces. So, go ahead and order
that Danish Bleu Cheese Burger topped with dried cranberries
and a ginger soy glaze you always wanted.
Since 2003, The Counter has received the type of press that
most companies can only dream about. After being listed as one
of the top 20 burgers in the country by GQ, the holy grail of
endorsers, The Oprah Winfrey Show, named it the “Best Burger in
the USA.” (An aside on the power of the O-nod, sales jumped from
$44,000/mo to $245,000/mo after the endorsement)
With all of this success, The Counter did the only logical next
step and began selling franchises in early 2006 with a $40,000
franchise fee and 6% royalty.
So how is it going? The company has already inked agreements
for 60 restaurants in California alone. Next up is expansion
into Florida, New York, Arizona and Nevada followed by the rest
of the country. With long range projections of only 400 to 600
units, The Counter is well on its way to franchising stardom.
EQUIPRO - If Santa Monica and The Counter just seem too trendy
and hip, this light equipment repair franchise from Wisconsin
surely won’t. EQUIPRO, a subsidiary of Wacker Corporation began
providing repair service to the light construction equipment
industry in 2003. At the same time that the light equipment
market is growing at nearly ten percent per year, many large
equipment dealers have been cutting back on service support. In
response to these trends, EQUIPRO began to build out its network
of service centers.
EQUIPRO focuses on providing service for the following
manufacturers: ICS, MI-T-M, MK Diamond, Sullair, and Wacker.
The franchises are also full-service dealers for Honda, Briggs
& Stratton, Robin/Subaru, Wacker and Kohler engines.
For each franchise, the company hires a Metro Service
Specialist (MSS). The MSS is an employee of EQUIPRO, Inc. hired
on behalf of the franchisee to develop service sales and act as
a liaison for EQUIPRO’s OEM partners in the local market. The
responsibilities of the MSS include effectively calling on
contractor offices and jobsites, equipment and rental dealers,
as well as national accounts to promote solutions for equipment
repair and parts. In addition, EQUIPRO provides professional
training on business operations and technical details both in
the classroom and on-site.
Franchising since June 2005, new franchisees can expect to
invest between $145,000 and $350,000. EQUIPRO has opened 12
service centers and plans on opening 33 units by the end of
2006 and 150 in the next seven years.
About The Author: Jamie is the founder of
www.SmarterFranchise.com. The leading source for
franchise research, news and community. He is a previous owner
of a major franchise and has a background in finance,
investments and start-up businesses.
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