Capriotti’s and Wing Zone Drive Franchise Expansion with High-Intent Buyers
"BizBuySell has been a game-changer in our franchise development efforts, providing high-quality leads that align well with our target audience."
- Julia Ledford, Director of Franchise Development, Capriotti’s
Client Profile
For over thirty years, Capriotti’s has been known for its delicious sandwiches with high-quality ingredients and Wing Zone has built a reputation for its distinctively flavorful chicken wings. As Director of Franchise Development, Julia Ledford is tasked with marketing and lead generation for both these brands as they seek driven entrepreneurs to expand their concepts across the globe.
For many years, the practice has been to diversify lead generation through various third-party tools. Some have produced quality leads while others have offered enhanced exposure to a wide audience within a crowded food franchise landscape. While search ads and social media impressions generate interest and a significant number of leads, these buyers are generally in the early stages of the learning process.
Challenge
Understanding that there are many steps in a buyer’s decision, including research, discovery, comparison, and finally, commitment, the goal was to speak to those who were in their final stage of the process. This meant finding buyers and investors who are not only qualified but also motivated to pursue either entry into entrepreneurship or expand upon an existing portfolio of businesses. These brands were seeking buyers who were ready to move forward and open a new business within the next few months.
Insights
Business focused lead generation tools like BizBuySell attract individuals actively looking to invest in a business and yield higher quality leads that are more likely to convert into successful franchisees. These leads are largely more financially qualified, have a business acumen already in practice and are willing to decide in a timely manner.
Solution
BizBuySell has been a game-changer in our franchise development efforts, providing Capriotti’s Sandwich Shop and Wing Zone with high-quality leads that align well with our target audience. The fact that visitors to BizBuySell are actively seeking business opportunities and often meet our financial guidelines is a strong indicator of their potential as qualified franchisees. This can expedite the qualification and onboarding process, leading to quicker growth for Capriotti’s and Wing Zone.
Results
Capriotti’s received impressive results in both 2022 and 2023, including the addition of multi-unit agreements and development rights agreements, demonstrating the effectiveness of BizBuySell’s approach. Ledford and her team at Capriotti’s discovered a winning combination that not only attracts potential franchisees but also resonates well with our brand and offering.
In only four months of 2022 Capriotti’s added three multi-unit agreements for a total of nine locations. In 2023, they have added three multi-unit agreements as they work towards their goal of adding 18-24 total units through BizBuySell leads. By capitalizing on the unique attributes of BizBuySell leads then nurturing those relationships effectively, they’ve maximized their growth potential and achieved even greater success in franchise expansion.