Business View Magazine | July 2019

219 BUSINESS VIEW MAGAZINE JULY 2019 EUROPEAN WAX CENTER financial model; we have pre-opening franchisee training before the launch, and infield support, as well, for a franchisee. As the brand owner, to ensure brand standards, we manage national marketing, social media, SEO/SEM, orientation, and website through our corporate offices. While there are a number of hyper-local marketing opportunities and guidelines we have for franchisees, we just want to make sure there’s consistency of the brand, so that goes through an approval process at corporate.” BVM: Competition-wise, what differentiates EWC from the others? Berg: “We don’t take competition lightly, but we have several things that distinguish us. The founders really built a solid foundation around this luxurious experience and we ensure that we’re delighting our guests when they’re in our centers. That is still our primary focus. Cleanliness is a critical factor. We are maniacal about making sure our rooms are clean and that we meet the highest possible standards. And, even though our wax specialists are professional, licensed estheticians they undergo extensive training on our wax and waxing technique so they really understand waxing and everything related to it, including how to best take care of waxed skin. We’re very selective in who we recruit and how we retain those folks. Getting the service is easy and convenient, and we have a high degree of loyalty from repeat guests. With over 730 centers, consistency is important. So, if you’re in a European Wax Center in Cleveland, we want that to be the same experience you get in Topeka. “Every year, we have a franchisee business conference. This year, in May, we had over 1,200 attendees from our network. The event features a couple days of internal and external speakers, and dozens of teach-out courses for the franchisees, center managers, and the trainers. There are also quarterly and in-region meetings that go on throughout the year. The educational piece is important; teaching how we can better create