Every franchise network has variations in performance. While some franchisees consistently meet or exceed expectations, others may struggle to achieve the same results. When several franchisees are underperforming, it is important to look beyond individual circumstances and identify what links them together. Diagnosing these common factors helps UK franchisors improve results, protect the brand, and support long-term growth.

Looking Beyond Individual Performance

The first step is to avoid assuming that poor performance is purely down to individual effort. While motivation and skill play a role, multiple low-performing franchisees often point to wider issues within the franchise system. These could include gaps in training, unclear processes, or unrealistic expectations set during recruitment.

In the UK franchise sector, franchisors are expected to provide strong guidance and support. Reviewing performance at a system level allows you to take responsibility for areas that may need improvement rather than placing blame on franchisees.

Reviewing the Recruitment and Selection Process

One of the most common links between low-performing franchisees is how they were recruited. Assess whether these franchisees share similar backgrounds, experience levels, or reasons for joining the franchise. It may be that they were attracted by marketing messages that did not fully reflect the realities of the role.

If franchisees were recruited too quickly or without sufficient screening, they may lack the skills or mindset needed to succeed. In the UK, where franchising is a significant investment, a robust recruitment process is essential to long-term performance.

Assessing Training and Onboarding Effectiveness

Training and onboarding play a critical role in early performance. If several low-performing franchisees struggled from the start, it may indicate that initial training is not clear or practical enough. Consider whether the training covers both operational tasks and business management skills.

UK franchisees often come from employment backgrounds and may be new to running a business. If training does not address this transition, franchisees can feel overwhelmed and lose confidence, which impacts performance over time.

Examining Territory and Market Conditions

Territory-related issues can also link low-performing franchisees. Review whether these franchisees operate in areas with similar challenges, such as lower demand, higher competition, or unsuitable territory size. A strong franchise model should account for regional differences across the UK.

If certain territories are consistently underperforming, the issue may lie in territory planning rather than franchisee capability. Adjusting territory boundaries or providing targeted local marketing support can help address these challenges.

Evaluating Ongoing Support and Communication

Low performance is often linked to a lack of ongoing support or unclear communication. Assess how frequently these franchisees engage with support teams and whether they are attending meetings, training sessions, or reviews.

In some cases, franchisors may assume franchisees know what to do, while franchisees feel unsure or disconnected. Clear communication and regular performance reviews help identify issues early and prevent underperformance from becoming entrenched.

Analysing Systems, Processes, and Tools

Outdated or overly complex systems can hinder performance across the network. If low-performing franchisees are struggling with the same tools or processes, this may indicate the need for simplification or additional training.

UK franchise networks that invest in user-friendly systems and clear processes often see more consistent results. A system that works well for top performers should also be achievable for others with the right support.

Understanding Behaviour and Mindset Patterns

Finally, consider whether there are shared behavioural traits among low-performing franchisees. This could include reluctance to follow the model, resistance to feedback, or limited engagement with the network.

Franchising requires a balance between independence and adherence to proven systems. Identifying mindset issues allows franchisors to provide targeted coaching or, where necessary, revisit expectations.

Conclusion

Diagnosing what links all your low-performing franchisees requires a structured and open-minded approach. By reviewing recruitment, training, territories, support, and systems, UK franchisors can identify common causes and take meaningful action. Addressing these shared issues not only improves individual performance but also strengthens the franchise network as a whole.