Tying up a restaurant with long video shoots
Capriotti’s was having a hard time creating video testimonials in a way that was easy for their franchisors and wouldn’t involve shutting down the restaurants for a while for shooting. They found a solution in our user-friendly process and remote capabilities.
Inability to scale video testimonial production
Capriotti's was facing challenges with producing high-quality videos across their many locations, especially in smaller markets. We made it easy for them to shoot testimonial videos every month, no matter where their restaurants are located.
Not enough engagement throughout the franchisee journey
Capriotti's was experiencing a challenge in driving traffic and engagement on their website and email campaigns. We helped them create microcontent that people could relate to for every stage of the customer journey, effectively boosting their website visits and email sign-ups.
Some franchisors aim to obtain as many franchise partners as possible. But at Capriotti’s, we’ve refined our approach. We’d rather recruit people committed to our culture and equipped to make their franchise a success. But attracting the right people can be tough.
We are David Bloom and Julia Ledford, Chief Development and Operating Officer and Director of Franchise Development for Capriotti’s Sandwich Shop. At Capriotti’s, our goal is to be the highest-quality, best-tasting sandwich on the market, and our ingredients differentiate us in the very crowded sandwich space. From our whole turkey, slow-roasted in-house to our wagyu beef, everything is carefully selected and crafted with care.
You can’t get our sandwiches anywhere else, which is why customers continue to return. We’re growing at a rapid pace: we have 175 retail locations across the US and 200 in development domestically and internationally. We need to attract the best people to maintain our high quality and keep pace with our extensive growth plan.
Today’s franchise buyers are younger, well-educated, and more tech-savvy than ever. Attracting good franchise partners is not so much a sales process as it is an informational and cultural learning experience. Franchisors have to improve their marketing to present their opportunity in the best light. One way to do that is through video testimonials.
Capriotti’s has long understood the power of video testimonials to effectively speak to potential new franchise owners. Growing a brand is all about storytelling, and video testimonials are the primary vehicle for telling our story. We deliver authenticity and transparency by sharing a franchise owner’s experience in their own words.
But there are challenges that accompany traditional video shoots. An onsite video shoot takes time, space, and energy, and is disruptive for a small business owner. It’s also hard to find videographers in smaller markets. These issues limited the number of videos we could capture every year. We wanted to find a better way to leverage video and make the process easier for everyone.
What attracted us to working with Testimonial Hero is that their process is extremely easy. It’s crucial to deliver a positive experience for the franchise partner, and Testimonial Hero makes it enjoyable. Their team of experts handles interview prep, which includes a “cheat sheet” with information about:
After the interview, we get to identify the most important content, which is critical for us because we can cater to the many different questions that arise in the franchise sales process.
In contrast to our previous difficulties with on-site shoots, Testimonial Hero has connections to shoot in-person videos in small and large markets. We also have the option to shoot high-quality remote videos, which many of our franchise partners prefer since they can do it on their own time.
The quality of remote and in-person videos exceeded our expectations and demonstrated to our partners that they matter to us and will be represented well. Being interviewed has become a bit of a status symbol among franchise owners, which is hugely significant in an industry where reputation is everything.
Having a partner handle videos during this period of growth is incredibly valuable. We couldn’t have done this on our own, and what Testimonial Hero offered we couldn’t find anywhere else.
We used to capture less than six videos a year. Since adopting Testimonial Hero, we produce video testimonials monthly. We use that content in various ways, such as:
We also use our videos as microcontent on social media. These compelling short clips can be seen and digested quickly, and drive people to our website to learn more about our brand. Introducing this microcontent has led to increased web traffic year over year. We’ve also seen franchising inquiries rise.
More than just traffic, our new video testimonials have had a massive brand impact. About half of Capriotti’s growth comes from existing franchise partners becoming multi-unit operators. People in our industry recognize their peers who are at the top of their game. There have been many instances where franchise owners of other well-known brands see someone familiar in a Capriotti’s franchise partner testimonial video. Suddenly they’re reaching out to us, inquiring about Capriotti’s opportunities.
These videos make being a franchise partner a relatable experience. Our franchise partners come from different parts of the world and bring varied business experiences. Hearing from an existing franchise partner allows potential franchise partners to see themselves in that role. The time to close a deal can vary greatly, but video testimonials accelerate the sales process.
When we share these videos internally, everyone is blown away by the dedication of our franchise partners. These videos motivate us, and getting to know our franchise partners better is one of the most rewarding parts of this business.
Capriotti’s wants to be a billion-dollar company, which doesn’t happen overnight. It requires taking a long-term approach with long-term partners. We’ve developed a productive relationship with Testimonial Hero, whose videos make it easier for Capriotti’s to spread our brand message and find the right people to meet our goals.
