What-Franchise-Issue-20.1

04 Aligning expertise A big challenge with brand collaborations is merging existing operations and differing brand guidelines. So, while MSZ had received offers to collaborate with external parties, it felt in-house was the cleanest route to success. “We’re not collaborating with a third party or another company who might have conflicting views down the line,” explains Kamran. “I think it’s one of the massive things that will help us going forward.” Instead, the business has everything it needs under one roof, including the franchise team, design, marketing, distribution, business development, operations, accounts, and legal and compliance. 05 Localising MSZ made the decision that the X-Model should operate with its own identity – so while it uses the same branding, restaurants don’t assimilate with Betsy’s or Little Dessert Shop stores. However, it does follow MSZ Brand’s approach to localisation. “Every X-Model represents the area it’s in and will come with a unique concept,” says Kamran. So far, this has materialised with a Little Dessert Shop in Lichfield with a hip-hop graffiti theme. While one of the stores in MSZ’s hometown of Wolverhampton has images of famous people from the area, as well as theWolverhampton Wanderers football logo. 06 Protecting existing franchisees Franchisees who already operate Little Dessert Shops can remodel to incorporate Betsy’s so long as they have the room. However, regardless of what they decide, a big priority throughout the X-Model’s development has been that this new brand wouldn’t encroach on existing franchisees. “We sat down with the directors and made the decision that we won’t allow an X-Model to open up where there’s a Little Dessert Shop nearby,” confirms Kamran. “The only time we allow this is if its MSZ Brand’s stores. Or if one of our franchise partners wishes to open a second location as a satellite store.” About the brands MSZ Brands is a Wolverhampton-based consultancy which manages a portfolio of non-franchise and franchise businesses. In 2015, it opened Little Dessert Shop, which serves waffles, ice creams, cakes and more in 47 locations across the UK. In 2021, Betsy’s launched with a menu comprising burgers, chicken, hot dogs, and more. It currently has three locations across the UK. This year, Betsy’s X The Little Desserts opened its first store which combines items from both menus. “Every X-Model represents the area it’s in and will come with a unique concept” Kamran Hussein 35 WHAT-FRANCHISE.COM Step-by-step