The following is an interview with Lindsay Held who was recently honored by the International Franchise Association with a 2008 Franchisee of the Year Award. His Tasti D-Lite centers are located in Manhattan on 3rd Ave/71st St. and Broadway/47th St. Congratulations Lindsay.
1. You recently received the International Franchising Association’s 2008 Franchisee of the Year Award. What was the recognition based on?
I believe that the honor was based on my hard work and commitment to the Tasti brand — and ultimately, the success of my Centers, including meeting the high standards that Tasti D-Lite has set for customer experience, and, of course, delivering the best tasting “good-for-you” frozen dessert on the market.
2. How did it feel to receive such a prestigious industry award?
It was a great honor, especially since it was given by the Tasti D-Lite company that has a corporate management and ownership team that includes incredibly accomplished and successful individuals.
When I began with Tasti D-Lite five years ago, I put my life savings into my dream of owning Tasti stores. I was relying on the unrivaled quality and taste of the product. When I converted my stores into franchised Centers, I was relying on the professional management and brand expertise of the Tasti D-Lite franchise management — and I have not been disappointed.
3. With the Tasti D-Lite franchise system supporting you, what are your future plans?
My plans are to open up at least four new Centers in New York City, and then hopefully continue to grow by purchase territories outside of New York.
4. There seems to be a lot of buzz these days about Tasti D-lite and their new image. Can you tell us what the company did and how it has impacted your business?
The company and its ownership and management team have not only created a refreshed internal culture that has invigorated franchisees that were former licensed store owners but also has led a refreshed branding of the physical look of stores and a re-newed commitment to customer service, all of which have given Tasti customers — both old and new — an even greater reason to make Tasti D-Lite their guilt-free treat. The fact of the matter is that Tasti D-Lite customers have been incredibly loyal — there is a reason why the everyone from average New Yorkers to actors and actresses and other entertainment industry people have been fanatics for Tasti D-Lite. The image refreshing/rebranding effort is a way for Tasti D-Lite to ensure that we are giving back to our loyal customers every day in not only serving the best product possible but also proving a fun, cool atmosphere. The effort has received great response from customers and has had a significant positive impact on my Tasti Centers.
5. What advice would you give to other franchisees related to running a successful business?
My primary advice would be to know your customer and to think like a customer. Several years ago, I implemented delivery and later hours. I did so because when I was a Tasti D-Lite customer for 10 years prior to opening a store, I craved those things. Similarly, it is easy to get used to seeing your store in the same way each time you step inside. Little details naturally get blurred — it is difficult to see your store as a customer may see it. You need to constantly play devil’s advocate with yourself to find ways not only to maintain your customer service and product quality but also to find ways constantly to improve your customer’s experience. Secondly, my suggestion is to try to give back to your loyal customers. My Centers have specials each day ranging from free toppings to price discounts. Also, we are currently giving customers $5 extra on $20 gift cards. I think my customers appreciate are loyalty promotions, just as I appreciate my customers.
6. What have you found most rewarding about being a franchisee and business owner?
It sounds corny, but I love being able to run a business that makes people happy. I have two daughters, and they love coming to my Tasti Centers, just as thousands of families love coming to Tasti D-Lite.
