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Franchises boast global brands and wide recognition, but many industries lack diversity at the ownership level. That’s where Taj Carter comes in. She educates those who will listen that franchising is a way to eradicate intergenerational poverty and build intergenerational wealth in Black communities.
“I’m not here to drum up money and say, ‘Mr. Corporation, you need to diversify.’ I’m taking my time and my resources to bring it to the community. Here’s an opportunity, and here’s how you deal with it with your eyes wide open,” Carter said. “I’m not going around the country preaching that diversity is a great thing.” [anymore] Because anyone with a brain would agree that it’s great. Companies that invest in diversity, plainly and simply, perform better. ”
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Carter has spent 15 years working for some of the world’s biggest brands, including Wingstop, Edible, and Bojangles. In 2017 she Guest first serviceWe are a consulting company that specializes in coaching and counseling for individuals aiming to become franchise owners.
However, as my career progressed, I noticed a lack of diversity at the franchise ownership level.according to Lending Tree InvestigationBlack franchise owner agreements increased by more than 18% from 2014 to 2020.
She’s also trying to prove old stereotypes wrong. “Just because a community is predominantly African American doesn’t mean everyone in that community is poor, uneducated, or doesn’t have the resources to become a franchisee,” Carter says. To find qualified African American franchisees. ”
franchise player
When the program ended in October 2022, Carter was working on a franchising initiative backed by PepsiCo. franchise player [in January 2023]“We provide franchising education, opportunities and resources to the African American community,” she says.
The Franchise Player’s Handbook helps potential franchisees determine whether the industry is a good fit. Carter’s organization then helps them identify the brands and opportunities that make the most sense based on their background and qualifications.
Related: From coding to Creole cooking — 5 inspiring success stories of Black-owned businesses
More employees than consultants
Adrian Archie started his petNmind pet supplies business about 10 years ago and decided to franchise in 2020. In 2021, he turned to Carter for help. Although Archie had sales experience, the franchising process seemed daunting. “We jumped at franchising thinking it would be an easy transition,” he says. “I knew my business and people wanted franchises. But I quickly realized that whatever the concept, the franchising industry was a completely different industry in itself.”
Archie said Carter has been instrumental in getting the franchise off the ground, which currently has three stores and plans for more. “She came into this industry and she immediately perfected my sales process,” he added.
While this may be the epitome of a good consultant, there was more to Carter’s approach than just what impressed Archie. “The most unusual thing about Tarji is that she cares about how you handle your business,” he says. “You would think she would be an employee, not just a consultant.”
Giving back to the community
Like most Americans who grew up from the 1970s to today, Carter has fond memories of visiting McDonald’s. “Growing up in the inner city of Roxbury, Massachusetts, I frequented all of these places, especially McDonald’s,” she says. “I love it here and have lived here since I was a child. I have fond memories of my father and family there.”
Her father was an intelligent man, but he never told Carter anything about the franchise. “I thought that was strange, because if that’s what got to him, he would have passed it on to me,” she says. “It’s heartbreaking to see so many businesses thriving in African American communities and not necessarily giving back. They’re hiring from the community, but how do they give back to the community?” Is it there?”
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franchise games
In September 2023, Carter franchise games, the nation’s first African American franchise symposium and trade show was held in Yum. The brand’s headquarters are located in Plano, Texas. This event was such a success that it will be held again this August. Yum! Plano campus.
The event attracted more than 150 attendees and featured panels from the franchise’s top players. “We were retired NFL players. Damon Dunn“He was an African-American Dunkin’ franchisee that I brought into the system,” Carter said, adding, “He had no restaurant experience, but he graduated from Stanford University. We are doing very well,” he said.
Carter said the biggest takeaway from the gathering was learning from veterans who have worked in franchising, operations, real estate and design.
untapped audience
Carter is also starting to take his message to a younger audience. “I finished speaking to several different types of classes last year. morehouse college “I hadn’t thought about franchising,” she says. “These students weren’t thinking about franchising. They were all about startups.”
After her recent talk at Morehouse, several students approached her and thanked her for telling them about the franchise and its opportunities. “It was something they had never thought about or heard of before,” she says.
As Carter’s mission continues, she meets more black entrepreneurs who need her services and wish she had been there when they started their businesses. “People always ask where we were 10 years ago. So what we’re doing here, which is leveraging an audience that no one else is tapping into, in a really impactful way, with compassion and empathy. It is necessary to have and educate them.”