Franchisor support is not all the same: Aqua director discusses expectations before joining

When considering a franchise, can you expect the same support you received from another brand? Matsubara, a director of Japan’s Aqua Co., Ltd., discussed the differences between convenience store operations and his company’s building-cleaning business, Build’s, on his YouTube channel. His remarks, covered in a report dated 1 November, highlight why prospective franchisees should clarify support arrangements and responsibilities before joining.

Responding to a convenience store owner’s social media post

Matsubara’s video was titled ‘A 7-Eleven Owner Reveals the Chain’s Current Situation on Social Media [Convenience Stores/Franchising]’. It discussed a social media post in which a 7-Eleven franchisee expressed dissatisfaction with the franchisor. Matsubara offered his views on the pressures of running a convenience store and how the model differs from his own franchise business.

In the video, a staff member outlined the owner’s complaints. Responding to the suggestion that frustration was building among convenience store operators, Matsubara said: ‘I can understand why that frustration would build up.’

These remarks are, however, Matsubara’s commentary prompted by a social media post. They should not be treated as research into profitability across 7-Eleven franchise outlets, or as an official explanation from the franchisor. Readers should distinguish a response to an individual post from evidence about trading conditions across the network.

What stands out is that Matsubara did not simply criticise another company: he also spoke frankly about his own franchisor operations. While praising convenience store systems, he cautioned prospective Build’s franchisees against expecting the same level of infrastructure.

Describing his own systems as ‘very analogue’

Comparing convenience store franchise systems with Build’s, Matsubara praised the former for their well-developed operating infrastructure. By contrast, he described his own company’s set-up as ‘very analogue’.

He also said that owners with experience of running convenience stores were more likely to feel dissatisfied with the franchisor’s arrangements after joining Build’s. His explanation suggests that franchisees use their previous operating environment as a benchmark when assessing a new franchisor.

Although Matsubara welcomed convenience store owners who were finding business difficult, he added: ‘I don’t want owners joining Build’s if they expect a system as perfect as a convenience store’s.’ Rather than simply encouraging everyone to join, he explicitly acknowledged that the franchise might not suit people with certain support expectations.

That said, the phrase ‘very analogue’ alone does not establish whether particular forms of support are available or how good they are. These remarks convey Matsubara’s own assessment of the set-up and the expectations he wants prospective franchisees to have; they are not a detailed list of support services.

For prospective franchisees, the important step is to distinguish the systems the franchisor provides from the areas in which they must make decisions and act independently. The comparison illustrates that support considered standard at one brand is not necessarily available at another.

Rising labour costs and different business models

Discussing the environment facing convenience store operators, Matsubara referred to increases in Japan’s minimum wage. He argued that rising prices and labour costs were squeezing profits and making recruitment more difficult.

This, too, is Matsubara’s view. The report covering the video did not include an analysis showing how much each factor had reduced franchisees’ profits. His comments are best understood as an acknowledgement of the pressures operators face.

Matsubara also stressed that business-to-business and business-to-consumer operations differ significantly in their customer contact and the nature of their services. He described Build’s as a service for people who ‘want to work independently and earn money through a range of activities’.

This raises a question of personal suitability as well as the strength of the franchisor’s systems: how does the franchisee want to work? Even someone with convenience store experience may not be able to carry the same operating approach into a business with different customer relationships and demands for independent action.

Equally, these comments do not establish that cleaning businesses are more profitable or carry a smaller employment burden. No figures comparing the two models’ profitability on a like-for-like basis were provided. The remarks focus on differences in systems and the type of person each model suits.

Clarify what ‘support’ means before joining

Matsubara’s comments offer a useful starting point for considering whether franchisor and franchisee expectations align. Being told that ‘franchisor support is available’ does not explain how much a franchisee will need to handle personally each day. When sharing experiences within the franchise community, it is worth looking beyond brand names to the actual division of responsibilities.

Prospective franchisees should ask specific questions about which responsibilities sit with the franchisor and which sit with them, including sales activity, customer service and advice on day-to-day operations. These are suggested checks to help avoid the expectation gap highlighted here, not a description of what Build’s provides.

Franchisors also have reason to explain not only the attractions of joining, but also the support they do not provide and the independence they expect from franchisees. Matsubara combined a welcome to potential recruits with a clear statement that his company’s model is not suitable for everyone.

Practical takeaway: Do not assume that experience with another brand tells you what to expect. Before signing a contract, confirm the scope of the franchisor’s support and your own responsibilities. Consider profit expectations separately from expectations about working arrangements and support.