POSTED IN Franchising ON 29 September, 2017
29 Sep Liz Tonks
Francesco Group Cannock
Liz Tonks is the Franchisee of the Francesco Group salon in Cannock, Staffordshire and was nominated for Franchisee of the Year at the British Hairdressing Business Awards 2015.
After working as an Assistant Manager with another salon brand, Liz was searching for a new challenge with a salon group whose values reflected her own.
“I chose to franchise with Francesco Group because I really like their family brand and how much they value their clients. Franchising works for me, as I am a big believer in brand. When I decided I wanted to open my own salon, I wanted to be part of something bigger, a brand with values and an ethos that I could believe in and be proud of being a part of.
Francesco Group was the natural choice for me. I like the fact that they are growing as I am growing my business, but they aren’t loosing their identity.”
In 2013 Liz took on the franchise at Cannock, a salon established for over 30 years, but had been performing poorly for the last few years. Hard work and investment was key if Liz was to turn the salon around:
“My first priority was to build the salon’s reputation again and increase the client base. Local awareness was key in a small town like Cannock, so I embarked on a comprehensive marketing campaign to encourage word of mouth and get people talking about us again. I wanted people to know what Francesco Group, Cannock was all about; our brand values and our expertise.
I have a talented team, who had previously not been working to their full capacity. I invested heavily in individual training plans and strategic promotions to increase productivity and get everyone working to their full potential to increase sales.”
In the two years since taking over the franchise, Liz has increased annual turnover from £195,226 to £263,435, increased new clients to the salon by 54% and increased total salon visits by 26%.
“I am proud of how much the salon has grown in the last 2 years and now I want to push it to its full potential and become a profitable and thriving destination-salon in our area.”
Find out more about Franchising with Francesco Group…