Building a Scalable Franchise Model with Brittany Driscoll
Jun 04, 2024In the latest episode of our podcast "Keep What You Earn," Shannon had the pleasure of hosting an inspiring conversation with Brittany Driscoll, the co-founder and CEO of Squeeze. As a visionary entrepreneur, Brittany shared her journey from spearheading marketing at Drybar to launching Squeeze, a brand set on revolutionizing the massage experience through innovative technology and thoughtful customer service.
#### The Genesis of Squeeze
Squeeze was born out of a blend of necessity and foresight. Brittany, along with her business partners from Drybar, identified a gap in the massage industry, which was polarized between luxury spas and low-cost chains. This observation sparked the idea to create a massage service that combines the luxury of high-end spas with the accessibility of more affordable options. They infused the sophistication and comfort experienced at upscale establishments but at prices that encourage routine visits.
#### Leveraging Technology to Enhance Customer Experience
A standout feature of Squeeze is its seamless integration of technology to significantly improve customer interaction and satisfaction. Brittany detailed how their proprietary platform allows clients to customize their massage experiences effortlessly. From specifying pressure preferences to indicating areas of focus, Squeeze’s app ensures that each visit is personalized exactly to the client's needs without uncomfortable or cumbersome in-person consultations.
This innovation extends to the payment and feedback processes as well, which are handled entirely through the digital platform, allowing clients to leave and pay in a streamlined manner akin to services like Uber or Postmates. This tech-driven approach not only enhances user experience but also streamlines operations, reducing overhead costs associated with traditional service models.
#### Navigating Challenges: Perseverance Through the Pandemic
Brittany openly shared the hurdles Squeeze faced during the pandemic, particularly highlighting the closures that occurred just as the business was gaining traction. However, rather than seeing this as a setback, she used this period to refine their business model and prepare for scalable growth. She emphasized the importance of resilience and the belief in their service's value, which kept her and her team driven during uncertain times.
#### Values and Vision in Business
An enlightening part of the discussion revolved around the core values that guide Squeeze. Brittany passionately spoke about creating a brand that genuinely values its community of employees and customers. It's not just about providing a service but about enhancing wellbeing and offering a sanctuary for rejuvenation.
She also pointed out the importance of seeing and treating each team member and customer as a human being, which fosters a positive company culture and client relationships. It’s evident that Squeeze is not just building a brand; they’re nurturing a community.
#### Why Franchising?
When it came to expansion, Brittany opted for a franchise model, drawing from her observations at Drybar that franchisees tend to be more invested and perform better, having a direct stake in their local community. This model not only facilitates rapid scaling but also empowers other entrepreneurs, particularly women, to own and operate their businesses under the Squeeze brand umbrella.
Brittany’s approach here is noteworthy: they provide a framework and support, but it’s up to the franchisee to bring their personal touch to their operations, ensuring that each Squeeze outlet has its unique flavor yet adheres to the overarching brand ethos.
#### Conclusion
Brittany Driscoll's journey with Squeeze is a masterclass in entrepreneurship: identify a gap, innovate to address it, and persevere through challenges with your values intact. Her story is compelling not just for potential franchisees but for anyone interested in how passion, innovation, and resilience can create a thriving business that contributes positively to the community.
For those interested in the evolving world of wellness and entrepreneurship, Squeeze’s story is a beacon of how traditional industries can be transformed with a mix of technology, thoughtful branding, and strong leadership. As Shannon aptly put it on our podcast, this isn't just about massages; it's about the experience and connection—something we all can learn from no matter our industry.
Brittany Driscoll is the co-founder and Chief Executive Officer at Squeeze, which is dedicated to creating a better massage experience and brought to you from the founders of Drybar. She also Co-Founded and leads The Feel-Good Company, a service agency set out to transform the way people experience retail by building and scaling a collective of female-founded wellness brands dedicated to bettering the mind, body, and soul for good.
Brittany spent four years running marketing for Drybar where she helped take the company from $30M to more than $100M, and prior to that Brittany spent over a decade in marketing and advertising. As a female entrepreneur, cancer survivor, and wellness advocate, Brittany has a strong passion for supporting other women in business and has become a thought-leader in her community. She believes in speaking up for what you believe in, empowering people to use their voice, and that we all have the ability to change the world for good.
Instagram: https://www.instagram.com/brit_driscoll/
Website: https://www.squeezemassage.com/
What you'll hear in this episode:
06:35 Passionate about bettering communities through massage.
09:36 Team bonding leads to gratitude and uplift.
12:32 Franchisor maintains brand standards, franchisees execute. Common in health and wellness industry.
16:28 Creating brand focused on guest and employee experience.
19:06 Visited France, Canada, Mexico, Spain, Australia, development.
If you like this episode, check out:
Stop Trying to Scale Everything
The Steps to Selling a Business
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