Tag Archive: Fred DeLuca


Starting a franchise is not easy. In fact, it’s very hard. When I purchased my first COMPUTER EXPLORERS franchise in 1997 I was the typical new franchise owner and deeply afraid of failure. I received the usual good advice: do what you love, create a solid business plan, interview current and previous franchisees, review the FDD (Federal Disclosure Document) with a professional, etc.

Today, there is a plethora of business books available to help entrepreneurs get started. On the NY best seller lists are: Delivering Happiness, A Path to Profits and Passion by Tony Hsieh and The Mirror Test by Jeffrey Hayzlett.

There are also very good business books written by two men, whom I consider to be franchise greats: Bud Hadfield and Fred DeLuca.

Bud Hadfield, Chairman of the Board of International Center for Entrepreneurial Development, a holding company which includes Kwik Kopy, COMPUTER EXPLORERS and several other brands and Northwest Forest Conference Center outlines the following as his “Business Dozen” in his book Wealth within Reach,

  1. Trust your intuition.
  2. Always Remember – No one is unimportant.
  3. If you wouldn’t buy it, then don’t sell it.
  4. You are more than the number on the readout of a bathroom scale.
  5. The problem with advice is that the person who has the answer doesn’t have the problem.
  6. Quit thinking about thinking to quit.
  7. Expect the unexpected.
  8. Never promise what you can’t deliver.
  9. Your worst employee – too good to fire and not good enough to keep.
  10. Winners feel like winners. Losers act like losers.
  11. Criticism is easy; achievement is more difficult. Winston Churchill
  12. Success comes to the man or woman who gives more than receives.

Fred DeLuca, founder of Subway shares the Fifteen Key Lessons in his book, Start Small Finish Big.

  1. Start Small. It’s better than never starting at all.
  2. Earn a Few Pennies. It’s good practice before you earn those dollars.
  3. Begin With an Idea. There’s probably a good one right under your nose.
  4. Think Like a Visionary. Always look for the Big Picture.
  5. Keep the Faith. Believe in yourself and your business, even when others don’t.
  6. Ready, Fire, Aim! If you think too much about it, you may never start.
  7. Profit or Perish. Increase sales, decrease costs. Anything less and your business will perish.
  8. Be Positive. The School of Hard Knocks will beat you down, but not if you keep a positive attitude.
  9. Continuously Improve Your Business. It’s the best way to attract customers, and generate sales and profit.
  10. Believe in Your People. Or they may get even with you!
  11. Never Run Out of Money. Its’ the most important lesson in business.
  12. Attract New Customers Every Day. Awareness, Trial, and Usage work every time.
  13. Be Persistent: Don’t Give Up. You only fail if you quit.
  14. Build a Brand Name! You’re your reputation.
  15. Opportunity Waits for No One. Good or bad, breaks are what you make them.

You won’t find Bud attending IFA (International Franchise Association) conventions or giving keynote presentations today. But he can still be found many days in his office at ICED.

Bud Hadfield

Fred, on the other hand does attend IFA and in fact last year participated in social media sessions! By the end of the convention Fred was “twittering away” and can be found today posting a tweet or two about Subway as @FredSubwayCEO (photographed below with his blackberry in hand after posting one of his first tweets).

Fred DeLuca, Subway

Starting a franchise is not easy but finding individuals to help guide you is. Become a member of IFA and network with some of the greats in the franchise industry. Whether you are considering a purchase, are a new franchisee or experienced franchisee there are always new things to learn in your journey to success!

I have a confession to make. Public speaking is one of my biggest challenges on my journey to improvement. Since I enjoy challenges I am determined to face my fear and accept as many speaking engagements as possible.

It’s not  that I am afraid that an audience member will ask a question I can’t answer. I know my topic. In fact I am  passionate about my topic.  It’s not that I don’t like to travel. I love to travel whether it’s to Australia or to downtown Houston. So what am I afraid of? I’ve ask myself often and I think I finally have the answer – boring the audience. It’s absolutely awful to stand in front of a group (small or large) and get blank stares. I’m not a mind reader but I do know that a blank stare translates to: “you are boring the heck out of me”, “who gives a rats back side about what you are talking about” or “I’d rather be anywhere else than here at this very moment!”

Last week I had the opportunity to speak to students at Hilton College, University of Houston. The opportunity came due to social media. Dr. Karl Titz joined the LinkedIn Group:  Houston Franchise Business Network that Lorri Wyndham, COMPUTER EXPLORERS Operations Manager established. He contacted Lorri indicating that he was seeking franchise speakers. We accepted even though neither one of us had experience speaking to a group of University students.

When we arrived at the University, students were outside enjoying one of Houston’s best spring days. They were gathered in groups enjoying the sunshine and we saw very few in the halls on our way to the auditorium. Now imagine our audience arriving. Young entrepreneurs just returning from spring break. One young lady  admitted to having a great time in Mexico but felt miserable due to a severe sunburn. Several inquired about their grades which the professor had not yet posted and we could feel their anxiousness. One gentleman came in very late quietly taking a seat in the very back hoping the professor didn’t notice his tardiness.

We opened our presentation and I can’t say that we were receiving blank stares from the group. It was more “I’d rather be anywhere else than here at this moment.”

Challenge on! First thing I reminded myself was  “I know my topic. I’m passionate about my topic. Do and say almost anything not to bore my audience!” One of the best pieces of advice I have received about public speaking is to engage the audience by telling a story. I thought about this before I started but I came up empty. I couldn’t prepare a particular story that related to my topic of franchising. 

I turned the tables and started to ask my own questions. The professor informed me the class had conducted research and would be  giving presentations on a  franchise they planned to purchase.  I asked them to tell me about their franchise and their due diligence. An eager  hand went up in the back of the room from the young man who arrived late with a response “I am going to buy a Subway franchise!” There were giggles in the room and immediately my story came to life. I asked if in his research he learned anything about Fred DeLuca. He replied he did. Lorri and I launched into our story how we met Fred at IFA  (International Franchise Association) and witnessed his first Tweets. I’m not sure if he was more impressed that we met Fred DeLuca or that Fred used Twitter. Either way we had instant credibility and the rest of our presentation became an engaged interchange with the students.

There is no challenge more challenging than the challenge to improve yourself. — Michael F. Staley

Geek Group

 

Nikki Sells, Vice President Franchise Development Tasti D-Lite walked into the Marriott RiverCenter after attending a Super Bowl Sunday event and stopped to take the photo above. When Nikki walked over to say hello we were buried in our blackberry, iPhone or Droid texting, posting messages on Facebook and of course tweeting while watching the game. Nikki said “you look like the geeks in high school at the back of the classroom!” The big smiles on our face show we were not the least insulted by the comment. 

We were attending the 50th anniversary convention for the International Franchise Association (IFA). Together we attended many sessions. No surprise that our interest was sessions on social technology. The IFA  Information Technology Committee chaired by Jerrod Sessler and Ken Colburn obviously worked hard on content and speakers. The sessions were well attended and received positive evaluations.  

Internet and Technology Entrepreneur Scott Klososky opened the Technology Summit with a bang and then closed the convention sharing the newest trends for leveraging technology to build a franchise system. There were several panel presentations. I was honored to speak with Philip St. Jacques, Managing Partner, GMLV/St. Jacques Franchise Brand Marketing,  Grant Kreutzer, Franchise Recruiting Director for Jack in the Box and Bill Zinke, Chief Marketing Officer, Tasti D-Lite. 

Fred and Fun Stuff Guy

The session “Using Social Media to Build Your Brand & Grow Your Business” received attention from Subway CEO Fred DeLuca. After the session Fred walked up to panel speakers Ken Colburn, CEO The Data Doctors and BJ Emerson, Director of Information and Social Technologies for Tasti D-Lite (also known as fun stuff guy) and asked if they would spend some time explaining Twitter. After a few short hours @FredSubwayCEO was tweeting feverishly! 

Attending the IFA annual convention offers a tremendous opportunity to connect with other franchise executives! It is the most comprehensive franchising event with interactive roundtable sessions, educational sessions and influential franchise leader panel presentations. Great food (Taste of Franchising), a world of franchise innovation (Exhibit Hall) and priceless networking opportunities should not be missed by anyone in the franchise industry. 
Mark your calendar – February 13-16th, MGM Grand Hotel Las Vegas, NV for the 2011 convention. You won’t want to miss it!