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Business View Magazine
make sure that we are the right match for them. Both
sides of the equation are very selective.”
But once becoming a Wild Birds Unlimited franchisee,
there ensues a vast amount of support from above.
“This company’s focus is on the individual franchisee,”
Pickett avers. “We want to see our franchisees meet-
ing their business goals, so we’re always focused on
those individuals. The way you support somebody may
change over time, and it’s incumbent on a franchisor
to identify how that franchisee wants to be supported,
and then give them the tools and motivation to help
those individuals help their individual customers bet-
ter enjoy the hobby of backyard bird feeding.”
Pickett says that in order to provide the best possible
support and service to its franchisees, the company
relies heavily on the annual Franchisee Satisfaction
Survey provided by Franchise Business Review (FRB),
a third-party resource. FBR surveys hundreds of fran-
chise brands, using a series of in-depth questions, to
compare satisfaction levels across all areas of opera-
tions. “We analyze that information and make strate-
gic changes to the way we deliver our support servic-
