5 Reasons Veterans Can Help Your Franchise

The benefits of recruiting veteran franchise owners and employees are exponential.

By Jerry Flanagan

To all franchisors who don’t provide specific ownership opportunities to veterans: you’re missing out.

Without veterans, your revenue growth is less impressive than it could be. Your business network is less robust. And you’re losing out on a chance to target an important customer base: 18.2 million veterans across the U.S.

Not convinced? Here are five key reasons veteran franchise owners help propel the growth and success of franchises.

Reason 1: Veteran Franchisees Expand Your Business Network

Service members spend their entire military career in a communicative, tight-knit community. When they leave the service, veterans take those relationships with them. They stay connected to comrades they served with, checking in on how they’re transitioning back to civilian life and helping each other out wherever they can.

Veterans trust veterans, so if one of their own takes advantage of a franchise opportunity, not only will that encourage other veterans to support their brother or sister in the endeavor, but it may also encourage them to look into franchising as well.

Don’t believe it? U.S. Marine Corps veteran Ray Gagnon, owner of JDog Junk Removal & Hauling Capital Region, recognized the great business opportunity he had and shared it with his network. He encouraged others to find the success he did. Numerous veterans followed in Ray’s footsteps and either bought into a JDog franchise or joined his crew. Many of them had served alongside Ray and trusted him implicitly. This is just one example of many for JDog, and it highlights how influential the veteran network can be in achieving franchise growth.

Reason 2: Veteran-Owned Franchises Draw More Customers

Veterans spend 16 percent more overall than the average U.S. household. And they typically want to buy products and services from businesses owned by veterans and military family members. Right off the bat, veteran franchisees have a higher likelihood of attracting fellow service members and their families as customers than civilian-owned franchises do.

Veteran-owned franchises also tend to tap into a wider network of customers. While civilian friends and family members will spread the word about a friend running a business, news of a veteran business owner will run beyond that inner circle and quickly spread through the local veteran community. With local chambers interested in veteran businesses and supporting veteran employment, local government will usually help promote and support a veteran business to customers, leading to more revenue and growth for franchises, and in return, franchisors.

In the same vein, Americans love to support veterans, too. If civilian customers know a franchise is owned and operated by a veteran, they’ll often pick that company over a non-veteran competitor. It’s not only because of the veteran status, but also the level of service and support customers know they’ll get – veterans show up on time, are polite, and go above and beyond.

Reason 3: Veteran Franchisees Elevate Your Company Standards

Similar to the qualities above, veterans exude certain traits instilled during their military careers, including respect, integrity, and trust. These characteristics make veterans dependable franchise owners. They’ll uphold your brand’s mission, act in a respectful way and encourage their employees to rise up to meet higher standards of work. The military also instills veterans with leadership qualities, which other franchisees can lean on to help them succeed and grow, making the entire franchise stronger.

Additionally, veterans take great pride in their work and will often speak out about what they do, raising spirits and improving the franchise’s internal culture.

Externally, these traits ensure veterans meet and exceed customers’ standards. Veterans won’t leave customers unhappy; they’re determined to do their best and treat customers with dignity and honor.

Reason 4: Veterans Attract Quality Employees

At last count, approximately 250,000 members of our military transition to the civilian world each year. Oftentimes in the transition process, veterans will gravitate to other veterans. If they see a veteran franchisee, they’ll likely go there to find work – they know the owner will be able to understand their situation and provide a veteran-friendly work environment.

These veteran employees will spread the word about their work experience across their networks. Undoubtedly, other veterans will apply to franchise locations based on their friend’s recommendation. Veteran employees possess the same traits described above that make veterans great franchise owners.

Reason 5: Supporting Veterans Is a Smart Branding Move

In the past few years, customer spending habits have shifted: A company’s values increasingly determine purchasing decisions. Providing veterans with business or employment opportunities is a cause the American public supports.

This means franchisors that promote and support veteran ownership opportunities and veteran employment thrive not only financially, but culturally as well. Bringing veteran franchisees onboard will allow you to grow your franchise total and customer base, and it will also provide you with support within the organization.

Veteran franchise owners don’t give up. That tenacity and other qualities will help your business flourish. It’s time to make a concerted effort to attract these service members.

Jerry Flanagan is a U.S. Army veteran and entrepreneur who created JDog Brands, a national franchise organization dedicated to empowering veterans through business ownership. Find out more about JDog Brands here.