As a child growing up in the inner city of Boston, Tarji Carter never envisioned a career in franchising. Her family would eat at McDonald’s a few times a month, but she didn’t think she could make the leap from consumer to owner.
Like many others, the concept of working in franchising or even being a franchisee was foreign. When she was introduced to the idea in 2008, it felt as if the world shifted underneath her.
Focus Brands took a chance on Carter due to her sales background, and she served as the director of franchise sales for five years. From there, she went on to work for numerous companies, including Wingstop, Dunkin’, and Bojangles.
In her 15 years of experience in franchise development, Carter has noticed a lack of inclusivity in the industry. From franchise sales to marketing and even up to the C-suite level, she realized the gap in diversity among candidates.
“From a diversity perspective, there were opportunities for growth for almost every brand,” Carter says. “There are disparities at every level, and that’s always been an issue for me as a Black woman in franchising.”
The biggest hurdle for those trying to enter the world of franchising, according to Carter, is having access to the right information. These barriers tend to disproportionately affect minorities.
While brands might claim it’s challenging to find diverse candidates who meet their requirements, Carter pushes back. She says, “In my life, I knew people who could very well be franchisees; it was just a matter of having the tools to attain that goal.”
Other chains like Wendy’s and Yum! Brands have aimed to help minority franchisees, with initiatives such as the “Own Your Opportunity” and Yum! Franchise Accelerator programs. Similar to those large companies, Carter’s mission is to kick start the conversation on diversity in franchising.
According to U.S. Census Bureau data, over 30 percent of franchises are minority-owned. While franchises operated by minorities and women are on a steady increase, Carter believes there is still work to be done to support those who grew up like she did—with little to no access to information.
Carter launched The Franchise Player in January, where she serves as founder and president. The company looks to expand the number of Black-owned franchises across the country by providing resources, education, and opportunities, the website said.
The Franchise Player hosts monthly educational workshops, one-on-one coaching sessions with certified franchise executives, and industry networking events—one example being quarterly franchise speed dating. There’s also “The Franchise Game,” an event that highlights African American leadership, with speakers such as Fuddruckers CEO Nicholas Perkins and Pizza Hut franchisee Mike Quinn. Carter brings together industry leaders to discuss current franchising challenges.
Other support services include custom mentorship programs and access to lenders—investors, SBA loan sources, and capital advisors.
Carter built a platform for aspiring franchisees, experienced operators, future franchisors, and existing franchisees alike. She thoughtfully dubs them as starters, MVPs, all-stars, and coaches.
“We have many operators who are looking for their next career move, and they want ownership,” Carter says. “The goal of The Franchise Player is to introduce them to investors and help them establish infrastructure for themselves.”
She has also assisted individuals who want to find an investment vehicle for themselves or their children. Regardless of the scenario, the goal is the same: To empower the African American community and create generational wealth through franchising and opportunities, which may not have been available otherwise.
Companies interested in collaborating with The Franchise Player must be dedicated to improving inclusivity within their organizations. This can be accomplished by offering minority incentives, mandating unconscious bias training, or having a minimum of five African American franchisees.
The Franchise Player offers collaborating partners, qualified leads, sponsorship opportunities, brand promotion, and more.
“The lack of access to capital and education is a significant bottleneck for aspiring franchisees right now,” Carter says. “The sales cycle is very short, so they don’t have much time to conduct due diligence before signing on the dotted line.”
The moment a candidate inquires with a restaurant about franchising, a salesperson is on the clock immediately to close the deal. Carter’s goal is to prepare candidates for this introduction, and she feels her experience on both sides of the desk helps her.
To become a candidate, otherwise known as a “player,” one must have operational excellence and a passion for servant leadership, Carter says. Additionally, $25,000 in liquid capital and at least $100,000 in net worth will be required.
Carter is looking for individuals who are sales-focused and have familiarity with community engagement. For existing franchise owners looking for growth opportunities, Carter necessitates multi-unit experience and an understanding of profit and loss management.
She is also spearheading Guest First Services, Inc., a franchise consulting boutique based in Atlanta. This company takes The Franchise Player a step further by developing strategic franchise expansion plans.
