ADVANTAGE agents which rejected the franchise have been urged to stick with the consortium and assured they will not be treated as second-class citizens.
Around two-thirds of Advantage shops opted not to sign and some now fear all efforts will be ploughed into the franchise, resulting in reduced commissions and a lower level of support for non-franchise members.
Managing director Ron Muir insisted commercial deals and marketing will not diminish once the franchise is up and running.
Muir estimated 50% of leisure members have backed the plan and predicted that more than 500 shops would join up by the end of the year.
“Those who have not signed will not be disadvantaged,” he stressed. “We said all along the franchise would not suit everyone and we are not about to penalise those members.”
He said negotiations with operators would be conducted on behalf of both franchise and non-franchise members – albeit with different outcomes.
“The buying power of Going Places and greater discipline of franchise members should ensure we get better commercial deals,” said Muir.
“That is the main reason for setting up the franchise. But the deals for non-franchised members will still be as good or better than any other consortium.”
Muir also took a swipe at members who said they had lost faith in the Advantage management after aspects of the plan were withdrawn.
“It’s galling to change the plans to meet their needs and then hear them say we don’t have faith in the management.”
Meanwhile, draft newspaper adverts have been produced focusing on the independence of the franchise agents. The campaign will kick off once the fascias have been erected, which is expected to happen within the next eight weeks.