Dive Brief:
- Freddy’s Frozen Custard & Steakburgers opened a training and innovation center in Wichita, Kansas, this week, the brand announced Tuesday.
- The 23,000-square-foot facility is intended to help the brand train its managers and franchisees to a uniform standard, and will serve as a product innovation and testing site, according to the announcement.
- Given the brand’s aggressive expansion plans — Freddy’s aims to eventually reach 1,000 units, up from its present 533 store total — the training of franchisees and managers will be an important part of ensuring the success of new stores as they open.
Dive Insight:
Major chains often use test kitchens to support menu innovation. Chipotle and Taco Bell, for example, both have facilities for designing new dishes. McDonald’s famously has its Hamburger University training center. As Freddy’s grows, it makes sense for the chain to invest in the development of talent and dishes.
Freddy’s training and innovation center possesses cutting-edge equipment and a simulated back of house, according to the press release, which means it can accommodate on-site testing and training, virtual training and customer focus groups.
“We are investing in the continued success of our entire franchise system, and ensuring we maintain our commitment to quality and excellence in every location,” Freddy’s CEO Chris Dull said in the press release.
The center will be used to record about 200 training videos and podcasts, according to the press release. Training will cover things like perfecting cooked-to-order steakburgers and churning frozen custard.
Freddy’s said the center would be used for in-person events as well, including up to 70 franchisee visits per year, four conferences for 130 multi-unit managers and annual training for around 120 managers.