Scaling, Support & Secrets to Franchise Success with Shannon Roderick

Hey everyone, Giuseppe Grammatico here, your Franchise Guide! Welcome back to the Franchise Freedom Podcast. You’ve been asking for more diverse guests and insights, and I’m thrilled to deliver! Today, I have a fantastic guest, my good friend Shannon Roderick, President of B. Rugged Brands.

Before we dive into our conversation, a quick reminder: if you’re exploring the idea of investing in a franchise and feel like you need a guide to navigate the process, don’t hesitate to reach out. You can book a free, no-obligation call with me directly at ggthefranchiseguide.com. Let’s explore your path to franchise freedom together.

Now, let’s get into my chat with Shannon! She has a fascinating journey and some powerful insights on a topic crucial to long-term franchise success: franchisee retention and keeping owners continuously excited about the brand.

From Automotive Executive to Franchise Leader: Shannon’s Journey

Shannon’s path to leading a multi-brand franchise platform wasn’t a straight line. She started as a college athlete, playing volleyball at Northwood University, a school known for its focus on free enterprise and entrepreneurship. This foundation led her to the automotive industry, where she had a successful run with Sonic Automotive, experiencing rapid growth and expansion.

“Sonic Automotive started with three dealerships and grew, took the company public, and we were really a consolidator… Just learning processes, efficiencies. And really the expansion, right? Across the country…”

After taking time off to raise her two boys, Shannon’s entrepreneurial spirit, fueled by a long lineage of family business, led her to buy and operate several companies in Charlotte, NC, particularly during the recession when undervalued businesses were plentiful.

Her entry into franchising, however, was somewhat serendipitous, happening “because of COVID.” Seeking needs-based businesses, a headhunter connected her with Alex Blair, the founder of RestoPros. A lunch meeting turned into an interview, and in May 2022, Shannon joined RestoPros as VP of Brand Development.

The Rapid Rise of RestoPros and the Birth of B. Rugged Brands

Under Shannon’s leadership, RestoPros, a mitigation company specializing in water, fire, mold, and storm damage, experienced explosive growth.

“We had six locations [in May 2022] and one thing about RestoPros is they’ve always had a great foundation… today we proudly have 125 locations across 39 states and over 400 territories.”

This remarkable success and the “secret sauce” developed at RestoPros led to the creation of B. Rugged Brands, a parent company designed to house multiple home service franchises. Currently, B. Rugged Brands includes:

• RestoPros: The flagship mitigation brand.
• Scoop Brothers: A newly launched pet waste valet service for residential and commercial Candidates.
• Crawlspace Guardian: Focusing on crawlspace encapsulation and maintenance.

Shannon explained the vision: “We really wanna attract brands that are needs-based and that we can have multi-brands into a market and hopefully, potentially some of our owners… are adding to their portfolio.”

Keeping Franchisees Engaged and Excited: The B. Rugged Brands Approach

This is where Shannon’s passion truly shines. The core topic we explored was how to keep franchise owners continuously excited about the brand and foster long-term retention. Her philosophy is built on strong support, open communication, and a genuine partnership mentality.

1. Unwavering Support & Accessibility:
   Shannon emphasized that their high level of support wasn’t a calculated strategy but came “by default” from a genuine desire to see owners succeed.

“All I knew is that there was an owner, they invested money and we needed to support ’em… when you become part of B. Rugged or you become an owner in RestoPros or Scoop Brothers, it’s just not a gimmick… You are part of this family because I take responsibility for and so does the rest of our team.”

This includes:

• Helping with Business Setup: Guiding new owners, many of whom are first-time entrepreneurs, through the often-daunting process of establishing their business (licenses, insurance, etc.).
• Accessible Leadership: Ensuring owners know they can reach out to the corporate team with any concerns. “Our doors are always open.”
• Franchise Performance Directors (FPDs): Dedicated coaches (not just a title) responsible for a manageable number of locations (30-35 per FPD) to provide focused support.

2. Listening & Adapting – The Power of Feedback:
   A cornerstone of B. Rugged Brands’ approach is actively listening to franchisee feedback and being willing to adapt and innovate.

“One thing that I will tell you I’ve learned is to be absolutely transparent in your business… to become a better brand. We need to hear from our owners wrong or indifferent… If you stay stagnant, your owners are gonna stay stagnant.”

Shannon shared an anecdote about a Discovery Day where, despite a seemingly flawless presentation, she realized the lack of questions from candidates was a “problem.” It meant they weren’t being challenged enough to think critically about the business. This led to immediate internal discussions on how to improve the presentation to foster more interaction and ensure candidates were truly engaged.

3. Fostering a Strong Culture & Community:
   The feeling of being part of a supportive “family” is crucial. This is built through:

• Transparency: Being open and honest in all communications.
• Comradery: Creating a system where owners feel connected and supported by both the corporate team and fellow franchisees.
• Shared Mission: Reinforcing the “why” behind the business and the impact they’re making in their communities.

4. Tailoring the Model to the Owner’s Goals:
   Recognizing that “not one size fits all,” B. Rugged Brands offers different operational models (owner-operator, semi-involved, executive) to align with the franchisee’s lifestyle goals and desired level of involvement. This flexibility is discussed from the very beginning.

Advice for Corporate Executives Eyeing Franchise Ownership

Shannon’s advice for those looking to leave the corporate grind for the world of franchise business ownership was both practical and insightful:

• Do Your Research (Beyond the Brand): “Don’t rely on somebody else to tell you about the research in your market… go out.” Visit businesses in your target industry at different times, observe traffic patterns, and understand the local landscape.
• Understand the Reality of “Freedom”: “Business ownership does not give you more freedom. You are 24/7. But what it does is that it gives you the flexibility to create your own career path.” Be prepared for hard work, especially initially. The “freedom” comes later, as you build systems and teams.
• Self-Evaluation is Key: “Do self-evaluation… Are you somebody that can be disciplined to follow a process? Are you someone that can hold and articulate expectations? And then lastly, are you able to hold people accountable to your expectations?” Know your strengths and weaknesses, and be honest about your ability to lead and execute.
• Your “Why” Must Be Strong: As I often say, your reason for wanting to own a business must be powerful enough to carry you through the inevitable challenges. Whether it’s legacy, family time, or community impact, that “why” is your anchor.

Final Thoughts

Shannon Roderick’s journey and the growth of B. Rugged Brands offer a compelling case study in building a thriving franchise system built on strong support, genuine care for franchisees, and a commitment to continuous improvement. Her insights on keeping owners engaged and excited are invaluable for both aspiring and existing franchisors and franchisees.

The key takeaway? Success in franchising is a partnership. It requires a strong franchisor providing excellent systems and support, and dedicated franchisees committed to executing the model and building their local businesses with passion and integrity.

Ready to explore franchise opportunities where you can be part of a supportive and growing family?

• Learn more about B. Rugged Brands & their concepts: https://www.restopros.co/
• Connect with Shannon Roderick: https://www.linkedin.com/in/shannon-roderick-0452352b/
• Find the franchise that is a right fit for you: https://ggthefranchiseguide.com/right-fit

Fun Fact: Shannon Roderick is a very competitive skier – both on water and snow! She’s been hitting the slopes (and the wakes) since she was four years old.