MULTI-UNIT FRANCHISE OWNER JEROME JOHNSON SHARES KEYS TO HIS SUCCESS

Jerome Johnson, the owner of "Inspire Brands" which houses franchises by Dunkin' & Sonic shares some great keys to success!

ENTREPRENEURSBUSINESS

Christianpreneur Magazine Staff

8/15/20234 min read

Back in 2002, Jerome Johnson Sr. and his son, Jerome Jr., etched their names in history by pioneering the opening of a Dunkin' store within the Pentagon. Fast forward, and Jerome Johnson Jr. has evolved into a dynamic multi-unit franchisee, boasting ownership of over 20 units that span the Inspire Brands portfolio. This diverse array includes esteemed brands such as Dunkin', Baskin-Robbins, and Sonic Drive-In.

The trajectory toward becoming a multi-unit, multi-brand franchise owner wasn't always the plan for Johnson. "The notion of owning a Sonic never crossed my mind initially. My father, Jerome Sr., and I began our journey as Dunkin' franchise owners back in 2002. Our focus had always been honed on Dunkin', and the idea of branching out to other brands hadn't taken root," recalled Johnson. From 2002 to 2009, their journey saw the inauguration of nine Dunkin' outlets and four Baskin-Robbins establishments, strategically nestled within government edifices. Their presence extended to iconic locations like the Pentagon, the Defense Intelligence Agency, and military bases.

However, a pivotal moment arrived in 2009 when a fateful decision reshaped their trajectory. A business acquisition presented unforeseen challenges – they took over a store mid-construction, enmeshed in owner conflicts. Assurances made weren't upheld, causing a setback that demanded considerable time and effort to overcome. As they diligently strived to regain their footing, the franchising landscape around them began to shift. Fellow franchisees entered the scene, acquiring territories adjacent to theirs. By 2013, the desire to reignite their growth momentum surged, yet they found themselves hemmed in by circumstances.

It was during this juncture that Johnson's gaze extended beyond the horizon. "In the face of these constraints, I embarked on a quest for new opportunities," shared Johnson. The intention was to infuse fresh energy into their trajectory and surmount the boundaries they encountered.

"No Coincidences"

In the realm of business, serendipity often takes a back seat to strategic intent. "There are no coincidences in business," emphasized Johnson. The question of potential future franchises had often surfaced, and Johnson's consistent answer was resolute – "Sonic." Despite the nearest Sonic being a 45-minute to an hour's drive away, the brand's commercials persisted. In 2014, fate converged at the Multi-Unit Franchising Conference, where Johnson encountered a Sonic representative. Two years later, a franchise agreement was inked, paving the way for a Sonic venture. The culmination arrived in 2019 with the opening of their Sonic outlet.

Being part of a franchise family isn't merely a business endeavor; it's a gateway to diverse opportunities. Johnson explains, "By already being part of a franchise family, particularly one with multiple brands, you’re usually first at the table for opportunities, and that’s where Johnson found himself."

And so, the story of Jerome Johnson, Sr., and Jerome Johnson, Jr., continues to unfold. From that pioneering Dunkin' store within the Pentagon to the diverse tapestry of franchises they now steward, their journey is a testament to resilience, adaptability, and the unyielding pursuit of growth.

Inspire Brands stands as a compelling illustration of this principle. With its formidable range of food brands, which also includes Arby's, Buffalo Wild Wings, and Jimmy John's, franchise proprietors are presented with opportunities to broaden their portfolio by introducing new brands or procuring existing ones.

"The beauty of embracing a franchise lies in the exceptional training it offers," shared Johnson. "They guide you through every facet, from construction nuances to product crafting. I often jest that I'm a proud graduate of Dunkin' University—a comprehensive, hands-on eight-week training program."

Beyond the comprehensive training, the franchise network cultivates interactions through brand meetings, enabling fellow owners to synergize and forge connections. Business consultants also come into play, assisting proprietors in scaling their enterprises.

Quick Riches? Far from It

In a 2016 feature on the Dunkin' Donuts Independent Franchise Owners website, Johnson Sr. emphasized, "One thing I always impart to individuals is that this isn't a shortcut to instant wealth. Crafting an organization takes time. Unless you possess substantial resources to fuel your business, it's a journey to pay off small business loans. I eagerly anticipate the day my diligent efforts culminate in rewards." Johnson Jr. echoes this sentiment and takes it a step further: "We downsized our personal earnings, firmly adhering to the philosophy of deferred gratification—a trait inherited from my father," he remarked. "Our earnings were pared down to the essentials, reinvesting the surplus into the business. This approach was aligned with our ambitions to scale."

Johnson Jr. also extends advice to those envisaging quitting their jobs, launching a sole store, and expecting instant riches. "You're trading your 40-hour workweek for a commitment exceeding 60 hours weekly. Channel your efforts into nurturing your team during the initial phase. One of my adages is 'Your connections equate to your capital.' Avoid solitary pursuits. If you're considering a business venture, I strongly recommend attending conferences pertaining to your chosen field. Initiate conversations. This shift transformed my life. I conversed with fellow attendees—some overseeing 100 eateries, others a staggering 250! Valuable insights are generously shared, but you must seek them."

Fear Accompanies Triumph

Amid Johnson Jr.'s triumphs, apprehension lingers. "Who isn't plagued by thoughts of impending collapse? Especially when you bear the responsibility of a family's well-being, coupled with the livelihoods of countless employees' households. We've witnessed numerous Dunkin', Baskin, and Sonic births. I've even had my share—I've received one for each brand from my wife! Certain employees have journeyed with us for over a decade, starting families under our wing. Therefore, each decision is a delicate balancing act. Our aim is to cater to all parties. We're all nourished by the same tree.

"I leverage fear as a driving force. Whenever trepidation surfaces, I forge ahead regardless. The extraordinary emerges from embracing the unfamiliar and unforeseen. This, I believe, is the essence of becoming a serial entrepreneur—embracing ventures that unsettle you. On social media, I'm an advocate of the hashtag 'motiv8.' My aim is to inspire others, shedding light on the fact that achievements are within reach. Thanks to my father's guidance, I delved into franchising at 22. Now, with two decades of experience, I'm determined to make my presence felt. As an African American, I remain conspicuous in a room teeming with accomplished business owners. My objective is to reshape that narrative."