Though Ross isn’t involved with day-to-day operations either—Vernon says Wingstop communicates mostly with his sister and business partner—he did aim to be visible and integral to his units. “I like to be hands-on and show my team as much love and support as I can,” Ross says. “When I decided to take on this venture, I didn’t want to be just a name; I wanted to be as involved as I could be.”
For the rapper and record-label owner, that means communicating with the management at Boss Wings—sometimes through a quick text between studio sessions and music video rehearsals—and working on branding initiatives. Ross says attending store openings is one of the most important ways he contributes.
“I always make sure the Boss is in the building to set the tone for success,” he says. “I think it’s important to not only meet the employees, but also reciprocate the support that our guests or future guests show us.” If he’s ever in the area of one of his stores, he makes an effort to drop in for an order of Lemon Pepper wings.
“Whether it’s right or wrong, a celebrity franchisee helps legitimize a brand and gives it awareness, buzz, and credibility,” Fransmart’s Rowe says. “The opposite side of that is when a high-profile celebrity creates a loud thud and something doesn’t work out.”
There is a natural risk involved in tying a celebrity’s name and reputation to a quick-serve brand, Vernon says, but it’s important to recognize someone’s persona versus his or her personality.
“Everybody has their stage persona, and then they have who they are in real life,” he says. “Rick is willing to meet the brand partners and feels he’s a part of the community.” When the rapper was touring the United Arab Emirates, he went out of his way to meet with Wingstop’s new franchise partner in Dubai, Vernon says. “Stuff like that is very telling of who Rick is,” he adds.
Personalities don’t always align well within the relationship between celebrity and franchise. Rowe cites the mess made by several celebrities who left the California-based concept Fatburger in the early and mid 2000s. It happened during a period of financial struggles, he says, and several celebrities like Magic Johnson, Janet Jackson, and Kanye West terminated their partnerships with the brand. Fatburger took a hit to its reputation, as there was no way to put a positive spin to the news.
“What goes up can come down—so if you partner with a celebrity to make a lot of buzz, if it’s negative, it’s going to make just as loud of a thud,” Rowe says.
Distance between a celebrity franchisee and a brand can sometimes be the answer to reducing the potential impact one individual can have on a brand’s reputation. At Blaze Pizza, a select few celebrity franchisees first became involved as seed investors. The young fast-casual concept has a corporate funding group that includes journalist and former First Lady of California Maria Shriver; Miami Heat superstar LeBron James; film producer John Davis; and Boston Red Sox owner Tom Werner, who is involved with Blaze’s franchise group in the Chicago and Miami markets.
“I like building brands, and I’m very comfortable doing that,” says Rick Wetzel, who cofounded the brand with his wife, Elise. “When celebrities came in as investors—and to me, they’re just investors like everyone else—I didn’t bring them in to put their name on the brand anywhere, in any way.”
The Wetzels first tried their hand in the quick-serve industry with the West Coast soft pretzel brand Wetzel’s Pretzels, which is how the pair met producer Davis, one of Wetzel’s first investors. When Rick Wetzel sought to fund Blaze, he turned back to Davis, who helped rope in some of the other high-profile players. But despite the star power, Wetzel says, the work these celebrities do is very much behind the scenes. Shriver, for example, was integral in connecting the Blaze team to her friends in the real estate business.
“I don’t spend a lot of time thinking about how to use them in the business,” Wetzel says. “But what I do is when I opportunistically see a way for them to help me put a spotlight on the brand, I’ll call them in and ask for a favor.” For example, when the Boston Globe looked to profile the pizza brand, Wetzel asked Werner to talk to the paper, given his legacy in the Boston area.
For his part, Werner says, he invested and franchised with Blaze because of his belief in the product. “They will tell you that my involvement helps them add credibility to the brand,” he says in an e-mail. “I don’t know if that is true, but I am happy to endorse something that I believe has such strong customer satisfaction in the marketplace and fills a niche.”
Though Werner is not as visible as some other franchisees, nor is his name as recognizable as some others, he does bring a depth of business experience to the table.
“A celebrity like that, who is also a business person, brings a different perspective,” McKee says. “The Red Sox are popular, especially right now, and they’re very successful. He can bring a different acumen to the business by knowing what might ground that brand and make it more successful.”
Still, other brands take celebrity partners’ visibility factor to the opposite end of the spectrum. One such brand is Florida-based New Miami Subs Grill. In an effort to revamp and revitalize, the concept brought in recording artist Armando Christian Pérez, a.k.a. Pitbull. The Latin Grammy Award–winning musician is an equity owner in the company, appears in several video ads, and acts as a master franchisor for expansion within Latin America. There has even been talk of a cobranded concept that would feature Pitbull’s name and a full-service spin on the New Miami Subs menu.
“Miami Subs in the ’90s was a very hot brand and was rapidly growing. But they vanished almost completely; the whole concept just fell apart and scaled back to practically nothing,” Rowe says. “It looks like there’s some fresh money involved and some fresh people, and they’re trying to relaunch it.”
The partnership seems to be benefitting New Miami Subs so far, and the hype surrounding Pitbull has a lot to do with this, Rowe says. Still, he says, the buzz won’t matter much if a concept isn’t up to snuff on its own.
McKee cautions against such cobranded efforts or endeavors in which a celebrity is too visible.
“If a person comes in and wants to put their name on 10 percent of the brand, you have to ask yourself what happens to the other 90 percent,” she says. “Those are some of the disconnects you have to work through.”
During her time spent serving brands such as Dunkin’ Donuts and Burger King, McKee experienced celebrity franchise deals that ran afoul. In one particular instance, an unnamed athlete wanted to have his name included above the brand name at his units. That wasn’t the sort of deal the company was looking for, and they had to walk away from the partnership.
But when a brand’s executive and a celebrity can land on the same page, with interests in mind that benefit both parties, a sustained and buzz-worthy growth can occur, McKee says.
“At the end of the day, the owner of the business wants to make sure that if they’re including new people as partners ... it is the right way to promote the brand and it’s going to give all the stakeholders of the brand return on their investment and a positive image,” she says.
Correction: A previous version of this story incorrectly identified Tawanda Roberts posing with Rick Ross at the November 2013 opening of his Memphis-area Wingstop; Ross posed with his mother, Tommie Roberts, for pictures during the opening. QSR regrets the error.