While nostalgia may be a major factor in the franchise’s longevity, Mister Softee also ensures that it keeps up with present-day strategies. For example, four years ago, the franchise introduced the Mister Softee app to the public, which allows customers to track and find Mister Softee trucks more easily along their displayed routes. While the impact seems insignificant, this subtle shift prevents the loss of customers to nearby competitors during times when a Mister Softee truck isn’t within eyeshot. “The world’s changing… and you don’t want to lose a sale because you can’t keep up,” Conways says. A FRANCHISE STRENGTHENED BY RELATIONSHIPS To get up and running as a Mister Softee franchisee, it costs approximately $80,000 to $100,000. However, beyond the monetary requirements, the ideal Mister Softee franchisee understands that success requires commitment beyond the regular scope of everyday work. “Personally, if someone has small business experience and has had their own business before, that’s a plus, but it’s not mandatory,” Conway explains, emphasizing that, as the franchisor, Mister Softee is very honest and upfront about what it takes to become successful. “We’re in the service industry, we’re busy on weekends and even at night, when most people are at home,” Conways states, noting that finding willing and ambitious franchisees has never been an issue. Once the franchisee’s first truck is built, which can take anywhere from 8 to 12 months, trainees are brought to South Jersey for training. There, they go in the field and learn how to operate a route, how to make ice cream, and how to deal with customers. There is also in-house training where trainees learn how to maintain and clean the ice cream machine and generator, and important basic maintenance that can be done before seeing a mechanic. But there’s another factor behind Mister Softee’s appeal that many of its competitors simply don’t have: its nostalgic charm. “We have a long history, so we have people that have grown up with the brand,” Conway states, explaining that as former customers of the brand got older and retired, many had it in mind to one day own a Mister Softee franchise for themselves. So, unlike the vast majority of its competitors, Mister Softee’s brand appeal converts directly to its appeal as a franchise in many cases. 76 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 05
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