CEO Dehne Bingham says franchising is “a recruitment strategy first and a capital strategy second”.

Belles Hot Chicken has hatched out its plans to “redesign” the franchising model as it embarks on its next growth phase, including a 50% ownership offer.

In a LinkedIn post by CEO Dehne Bingham, they intend to refer to franchisees as "owners".

“This simple change indicates a sincere commitment to treat people with the respect they deserve and recognise the gravity of their commitment. Anyone who believes in Belles enough to put their hard-earned money on the line deserves to be treated as a true business partner,” he said, adding that this philosophy will flow through its business from legal documents to day-to-day operations.

Bingham stressed that franchising is “a recruitment strategy first and a capital strategy second”.

“Growth for the sake of growth isn’t sustainable – growth that is focused on committed, talented people with aligned interests is. Our owner-recruitment at Belles will be focused on who will run the best restaurant business, not who has the biggest cheque book,” he added.

Whilst offering a 50% store ownership for $100,000, Belles says it will also offer full-ownership opportunities.

“In an effort to secure the very best operators, we are launching a model that is far more accessible and truly demonstrates our commitment to partnering,” he said.

Photo credit: Belles Hot Chicken Facebook