WDFA prides itself on fearless innovation, ethical responsibility and exceptional service all focused on maximizing your return on investment. Each and every campaign is designed for measurable impact. WDFA’s staff works to evaluate a campaign’s effectiveness and make adjustments to increase value and success. While the company happily offers traditional marketing services like direct mail and door-hangers, it also specializes in non-traditional tactics.

 “As far as our tactics go, the possibilities are endless. We start with acquiring the best data that is available on the target customer, and then work tirelessly until we find the best way to drive them to your door,” said WDFA Marketing Executive Vice President Jason Fordley. “Whether it’s traditional print media, direct-to-door, cultural marketing or more innovative guerrilla tactics we can handle it all. We find that on the franchise level, micro-targeting within the community is a reliable way to ensure that we’re staying where your customers are, so that we don’t waste any of your budget, but we’ve also done full zip code saturations.”

 Under the umbrella of micromarketing, WDFA’s guerilla marketing campaigns often involve street teams – called brand ambassadors – who connect directly with your customers in the neighborhood or at community events. WDFA retains only the most reliable and passionate people who are able to drive more customers to your shop and boost your bottom line.

 Here are just two examples of successful WDFA strategies:

Sending brand ambassadors to a community event (e.g. movies in the park, a local outdoor concert) with “jet packs” of complimentary coffee or Coolatas: As they entice a consumer with free beverage samples, they simultaneously offer a flyer or coupon designed to bring that person into your store. Depending how close the event is to your shop, the brand ambassadors can even use sidewalk chalk to visually lead customers to your doorstep.

Orchestrating “guerilla projections” for shops that are open at night: WDFA has two different types of special projectors to “broadcast” your signal, so to speak. A large projector shines still shots or actual movies on a nearby building or wall. Using hand-held projectors, about the size of a cell phone, WDFA brand ambassadors cast images on the ground, surrounding buildings, even parked cars. Again, once they’ve drawn consumer interest, they follow up with a targeted flyer or coupon that drives customers to you.

“Our non-traditional, attention-getting methods might seem unconventional, but they help to ensure that the tactics drive sales,” said Fordley. “For example, there are so many people handing out flyers on the street that people often try to avoid them. But the right location at the right time, with a little something extra—sidewalk chalk, mini-projections, or just a really fun personality—that changes the game. People actually want that flyer; they seek it out! And that’s what it’s all about for us—finding a way to maximize the effectiveness of a tactic. If our clients don’t feel the ‘WDFA effect’ in their bottom line, then we’re out of business.”

Another key element is WDFA’s quick turn-around on orders. For example, a flyer or coupon piece can move from conversation to design to delivery within just a few days. And, because of the volume of work WDFA does with its nationwide trusted vendors and suppliers, you’ll save on production costs. What’s more, if you own multiple shops and want to launch a concurrent campaign across all of them, this usually means more savings: The more stores involved, the lower the cost.

WDFA offers countless strategies, including utilizing social media and social networking sites like Facebook and Twitter to capture new customers and keep “regulars” coming back for more. Basically, whatever you want to accomplish in terms of promotion, WDFA has a way to get you there. Whether you want to follow a traditional route or are looking for unconventional tactics, WDFA can help tailor your marketing in ways that will most effectively reach customers and drive sales.

“We look forward to working with Dunkin’ Donuts franchise owners as we feel that our arsenal of tactics and our collective drive to succeed can be a major asset,” Fordley said. “‘Partnership’ is a very important word to us, so we’ll do what it takes until our client thinks of us in terms of a strong, reliable partner that can be trusted to drive sales whenever it’s needed”.

For more information or to launch a campaign, contact Jason Fordley at 646-240-4880 or jasonf@wdfamarketing.com.

Learn more at: WDFA Marketing

ION-IQ System

Established in 1971, HME has a history of continuous innovation, including being the first to introduce the wireless drive-thru headset to the QSR industry. Following in that tradition, HME launched its groundbreaking ION IQ digital drive-thru headset system in February of this year. The system is designed to improve the drive-thru experience for both customers and employees with five cutting-edge sound technologies that reduce noise and increase clarity in headsets and speakers.

ION IQ also features a message center that allows you and your managers to customize alerts, reminders and greetings. Headset alerts and reminders can focus staff on issues of food safety, store security, key tasks and more. The customer greeter can deliver varying messages related to things like the time of day, store specials or new product promotions. What’s more, the entire system is remotely accessible, meaning you can modify the base station settings from anywhere.

HME’s ZOOM drive-thru timer system is another key component to increasing accuracy and speed of service. Its multi-colored graphical dashboard display makes it easy to see your operations performance in real time. The display shows how many cars are in the drive-thru and the cars change colors to indicate how quickly (or slowly) customers are being served. You and your staff can immediately identify bottlenecks and take action. The display also can be customized to show comparisons of actual service times to goal times.

Zoom Screenshot

With ZOOM’s fully customizable and remotely accessible graphical reports, you can easily see and evaluate performance issues and tie issues to specific day parts, shifts, day of the week, etc. Like ION IQ, you don’t need to be in the shop to access the system: Wherever you’ve got an Internet connection, you’ve got access. And if you’re shop has a System 30 Timer, HME’s DASH upgrade uses your existing system to provide the features of ZOOM at a fraction of the price.

Together with its top-notch products, HME prides itself on outstanding service. Most problems can be fixed over the phone with HME’s technical support specialists. If a part requires a physical repair, HME can advance ship a refurbished replacement to you so there is no down time. You can also opt in to an Equipment Maintenance Agreement (EMA), which covers your entire system–headsets, belt-pacs, base station, speakers and battery chargers–for a low monthly fee. The EMA also covers other brands like Panasonic and 3M.

VP of Marketing & New Business Development Daren Haas describes HME’s competitive edge this way, “Our advantage is that we are entirely focused on drive-thru restaurants. Our 30-plus years in the QSR industry makes us a leader in drive-thru solutions, always providing innovative solutions and cutting-edge technology to our customers. And since we manufacture, sell, market, design and support all of our products, customers can rely on us for all of their drive-thru needs.”

For more information and to find out about special pricing packages, contact HME Dunkin’ Donuts Account Representative Lisa Jokinen at 858-535-6085 or ljokinen@hme.com.

With engineering-based cost segregation services, DDIFO Sponsors MS Consulting (sister company of Performance Business Solutions) and Bedford Cost Segregation (Bedford) can help you accelerate tax depreciation deductions and reduce taxes in order to generate cash flow savings.

“The reason we’re in business is because the vast majority of accounting firms don’t have engineers on staff,” said MS Consulting Director of Business Development Jeff Hiatt. “We serve as the back-office engineering department, helping clients maximize depreciation deductions. By having both engineers and CPAs in house, we’re really able to offer the whole package.”

If you have already had a cost segregation study performed on an existing building that you now need to remodel, you’re in great shape to immediately take advantage of un-depreciated values of assets in your store. If you haven’t yet had a study performed and need to remodel, you’ll want to work very closely with the cost segregation provider’s tax staff as well as with your own CPA to ensure you follow all applicable IRS rules and tax codes. It is important to note that cost segregation studies can benefit both those franchisees who own their shops outright and those who lease space.

Bedford’s Director of Business Development Bill Cusato itemized the three ways that cost segregation studies can help with a remodel as follows:

1. by helping to pay for the remodel
2. by enabling the write-off of assets that will be “retired” or thrown away in the remodel process
3. by maximizing the depreciation of the remodel investment after the fact

Franchise owners often use the tax deferrals and benefits created by cost segregation to fund upcoming remodels. A cost segregation study on an existing property typically identifies depreciation that has been missed in prior years and enables franchise owners to take that depreciation in the current tax year, thereby increasing existing cash flow. In scenarios in which franchisees own multiple stores, they frequently will use the additional cash flow generated by a study or studies on one or more shops to fund the remodel of one or more other shops.

“What we find is, with the tax deferrals we create, we end up reducing the amount of borrowing that franchise owners have to do for remodel projects and the like,” said Hiatt. “In fact, I just met with a franchisee for whom we’ve been able to reduce half a million dollars in income tax, which will negate his need for a lot of borrowing.”

A Dunkin’ Donuts franchise owner who had cost segregation studies performed by Bedford on six of his existing shops was able to realize $1 million in depreciation in the first year and another $400,000 over the following four years. That franchisee said the additional cash flow gained through the studies would “serve to fuel our growth and remodels without having to go to the bank to borrow.”

A cost segregation study on an existing property can also be helpful when facing a remodel by creating a baseline of asset values, or an inventory of assets that may be discarded in the course of remodeling. These include such items as signage, millwork, floorings, wall coverings, and plumbing and electrical components. With properly documented values of such assets in hand as you go through a remodel, you would be able to take the write-offs associated with items you are throwing away or “retiring” that have not yet been fully depreciated. As an example, Cusato said that a $600,000 shop opened in 2003 might see $50,000 to $100,000 in current year write-offs in remaining values of its retired assets.

Once a remodel has occurred, you can achieve additional tax benefits and savings by having a post-remodel cost segregation study performed. “Any property with a remodel investment of $350,000 or more would likely benefit from a study,” said Cusato. “Typically, a property with a remodel investment of $350,000 would see as much as $100,000 in accelerated depreciation, and the study would create a baseline record of values that could be used the next time the property is renovated.”

Hiatt pointed out that if you begin working with MS Consulting as you gear up for a remodel, the company could not only determine what you can expect in terms of tax savings but also act to increase those tax benefits by working with your contractors to select the most beneficial products. For example, vinyl tile flooring may be advantageous over cement flooring as it can be written off over five years instead of 39 years. Helping you choose the right materials upfront can help you achieve tax benefits sooner than later. Further, Hiatt said there were bonus depreciations available in 2008 and 2009 related to renovated properties and that MS Consulting can help you go back and get any of those bonuses you may have missed.

Cusato indicated that a cost segregation study helps to ensure you are receiving the benefit of all available tax incentives. “Since 9/11, there have been numerous tax incentives to motivate investment in property, and a cost segregation study will often trigger those benefits that can be captured in the current year,” he said.

Both MS Consulting and Bedford offer free, no obligation analysis and estimates of savings upfront and both companies aim to ensure a high return-on-investment (ROI) for you. Hiatt said that Dunkin’ Donuts franchise owners usually realize a ROI of 10-to-1 or more and Cusato said, “If, in our upfront analysis, the tax benefit is not expected to exceed 10 times the study fee, Bedford typically would recommend against the study.”

Moreover, in addition to its already competitive pricing, MS Consulting offers a DDIFO member discount of $200 per store when you sign on for cost segregation. Bedford has standardized pricing for Dunkin’ Donuts franchise owners which is discounted from the pricing for other clients and is about 50 percent lower than it was just a couple of years ago.

MS Consulting and Bedford also offer free post-study consultation to walk you and your CPA through the report, help you interpret the results and provide guidance for taking advantage of the tax benefits. In addition, both firms will provide free audit support if necessary.

You are encouraged to find out more about how cost segregation can help you with a remodel, generate considerable tax savings and increase your cash flow by reaching out to MS Consulting and Bedford. Jeff Hiatt can be reached at 888-989-0054 or jdh@revenuebanking.com; Bill Cusato at bcusato@bedfordcostseg.com or 978-263-5055.

You can also visit each company’s website at www.revenuebanking.com or www.bedfordcostseg.com.

Mark Slutsky, Street Fighter Marketing

The average American is virtually bombarded by more than 2,400 commercial messages a day. With all that “noise,” how can you successfully break through and persuade consumers to spend their hard-earned money in your shops?

At the March 4, 2010 DDIFO Members Meeting, Street Fighter Marketing Chief Operating Officer Marc Slutsky shared some of his company’s key strategies and explained that a good street fighter method:

• Generates a high Return on Marketing Investment (ROMI)
• Is low-cost or no-cost
• Produces measurable results
• Takes little time to execute
• Brings in buying customers

“Street fighting is an attitude that gets you to recognize opportunities in your community for generating business and bringing in more customers,” said Slutsky. “For instance, don’t just look at the dry cleaners as a place to get your clothes cleaned but as a vehicle to deliver your message to their customers.”

Further, the most effective tactics involve the four Street Fighter pillars of success:

1. Community Marketing: minimizing distribution costs by using relationships with non-competitive local businesses, major employers, educational institutions, etc. to promote your business (see details below).
2. Four Walls: doing what you can do within your own shop(s) to market and generate business. One example is a “suggest sell” contest in which you identify a specific product for your staff to promote. Whoever sells the most of that product during a certain period of time wins a prize. In addition to generating sales, promotions like this also energize and motivate staff.
3. Targeted Direct Mail: delivering the most suitable message to your ideal prospective customers. For instance, a restaurant featuring gluten-free products should market directly to community members with wheat and gluten allergies.
4. Digital Solutions: developing online content that effectively promotes your business and drives sales. One trick is using blog applications to create content that will strongly meet consumers’ search criteria so your site will appear in the top results.

“The key to success with Community Marketing is to be consistent with your efforts,” Slutsky said. “Do something each week and every month.” One recommended method is cross-promotion, which involves a certificate typically distributed by a local non-competitive merchant, or a value card typically distributed by a major employer, educational institution, etc. in your area. Your campaign should be guided by “The Three C’s”: Cost, Control and Credibility. 

The Cost is minimal, usually just paper and printing.

The five types of Control–Numeric, Geographic, Demographic, Competitive and Synergistic–refer to producing the right number of certificates/cards; distributing where your customers live and work; choosing a partner that serves your target customers; keeping your promotion invisible to your competitors and ensuring all of the previous four controls are working together.

In terms of Credibility, you create campaign that, to the consumer, looks like a gift from your partner and consequently protects your regular price credibility.

Try spending a few minutes brainstorming. “Think about what kind of customers you want to attract and what kinds of businesses cater to those customers,” Slutsky proposed. “For example, if you want to target families, partner with a local day care.” Once you have some ideas about your target customers and the types of merchants that cater to them, write down five to 10 specific local businesses that match your criteria. Note which merchants you already know and which owners or managers are also your customers. Now you’ve got a list of potential partnerships to pursue.

For your first cross-promotion, Street Fighter suggests you choose a merchant where you already know the owner or manager; then follow these steps:

1. Be casual, low-key, relaxed.
2. Share real sample certificate (not sketched-out mock-up) with appropriate disclaimers (e.g., value, can’t combine with other offers, one per visit per purchase, expiration date).
3. Present “you” benefits–a bonus for his/her customers
4. Agree on kick-off date and distribution period (usually one week)
5. Get weekly customer count (for accurate printing) and encourage handing out personally, not just leaving on counter
6. Note/get contact’s information: name, address, phone number, email address and Web site
7. Give contact a “freebie” (more than promo offer)
8. Ask for number of employees and give each something (less than contact, but more than promo)
9. Print certificates and give to contact
10. Follow up with your employees (so know what to look for/how to process) and with contact

 For more information and ideas–including resource books, audio and video–visit www.streetfightermarketing.com or contact Marc Slutsky at marc@streetfightermarketing.com or 1-800-8759 (1-800-SLUTSKY).

Peter Bergeron, Projections, Inc.

The U.S. has a long and complex history with labor unions. While union membership peaked at 35.5 percent of the private sector workforce nationally in 1945, as of last year, that figure stood at fewer than eight percent. That doesn’t mean, however, that the threat of union organizing is gone.

As an employer, it’s vital that you remain vigilant and develop proactive practices to union-proof your business, according to Peter Bergeron, Vice President of Client Services for Projections, Inc.. This is crucial not only to protect your employee relations interests but also to protect your bottom line since, in most cases, unionization results in marginalized profits.

Now, you might think that as a QSR franchise owner, you’re safe. However Bergeron says you’d be ill-advised to write off the possibility of a union attempting to organize your employees. Unions are already targeting Starbucks workers, and Bergeron anticipates more campaigns aimed at QSRs.

Bergeron was a featured speaker at the most recent DDIFO Members Meeting in Westborough, Massachusetts. His talk addressed union-organizing tactics and warning signs, as well as strategies for preventing the unionization of your shops.

Of union organizers, Bergeron said, “They’ll work any angle they can.” They will pursue businesses based on just one employee citing problems with management. They can exaggerate existing issues and promise better pay, working conditions, benefits and the like. They leaflet outside the target company to arrange local meetings with employees and train these workers to serve as internal organizers. They position their campaign as an issue of dignity and respect and often have no qualms about using deceptive tactics to dupe workers into signing a union petition or authorization card. Once they have signatures from 65 to 70 percent of your staff, they move to hold elections. If half of your staff plus one vote for the union, they win, and you lose the ability to deal directly with your own employees.

Here are some early indications of possible union organizing:

• Employees start talking in groups with new or different employees
• Employee complaints change, become more frequent and are voiced in groups
• Employees begin to question pay and benefits policies more often
• Employees clam up when supervisors near
• Employees report phone calls or visits from unnamed “outsiders” at their homes
• Graffiti directly displays hostility at management
• Articles about union contract settlements appear in the workplace
• Employees begin using union terminology like protected activity, unfair labor practices and recognition demands
• Supervisors report that things have changed at work but they can’t put a finger on it
• Employees begin to wear union hats, buttons or t-shirts

So how do you stay ahead of the curve and prevent a union from assuming control of your employee relations?

“Get proactive now,” Bergeron advised. “Think strategically about how you conduct your business in terms of your employees. How do you communicate with them and treat them, and how can you improve this?” The reality is if you have any employee relations vulnerabilities, you may well be targeted by a union. Bergeron asserted, “Poorly run companies typically get the union they deserve.” Plainly said, if you don’t adapt and invest in positive employee relations, you are putting your business at risk.

Get proactive by:

• Making positive employee relations an integral part of the workplace culture that emphasizes your direct working relationship with employees
• Creating a positive new-employee orientation program that includes a union-free statement and routinely reviewing and adapting it as needed
• Assessing your union vulnerability annually by identifying real and perceived issues and addressing them
• Continually reviewing your policies and procedures to ensure legal compliance
• Constantly communicating with your employees and their families in constructive ways
• Making sure your supervisors and managers are energized, well-trained and committed to following your employee relations guidelines
• Building a culture in which employee involvement is encouraged, recognized and empowered

As part of your communications plan, you might want to consider customized icebreaker or orientation videos for employees, an internal-only Web site for supervisors that emphasizes employee relations and union organizing issues, and a union-free Web site that provides employees and family members with fact-based company and union information.

For more union-proofing information and ideas–including off-the-shelf and customized resources–visit www.projectionsinc.com or contact Peter Bergeron at peterb@projectionsinc.com or 877-448-9741, extension 206.

Jim Coen, DDIFO President, addresses the 3-4-10 DDIFO Members Meeting. Photo by Susan Minichiello

Throughout its 20-year history, the DDIFO has always held meetings for its members, giving franchise owners the chance to get together and catch up. But as the organization has grown and evolved so have these meetings, taking on additional relevance and importance.

From focused content that gives attendees access to the most current developments at the Brand and legislative levels, to highly relevant and informative outside speakers and to sponsors offering advantageous products and services, today’s DDIFO Members Meetings are powerful and compelling events designed to keep members informed and demonstrate opportunities to maximize efficiency and profits.

The latest New England regional meeting on Thursday, March 4, was no exception.

“I thought the meeting was very informative, and the exhibiting sponsors were practical and useful,” said Kristina Sampalis, a franchise owner in Rhode Island. “Since Jim Coen has come on as DDIFO president, there have been a lot more relevant topics and speakers at these meetings. The topics and presentations are things we really need to be aware of and that benefit us as franchisees.”

Another franchisee remarked, “We have gotten more out of these last two DDIFO meetings than all the meetings I have attended in 10 years.”

More than 100 DDIFO members representing over 1,200 Dunkin’ Donuts shops gathered at the Doubletree Hotel in Westborough, Massachusetts. Prior to the official start of the meeting, franchise owners spent an hour mixing and mingling and interacting with the 15 DDIFO sponsors exhibiting at the meeting.

Two vendors that came on board as DDIFO sponsors just prior to the Mid-West Members Meeting in December also exhibited at this meeting. Jamie Gersten of Comcast Business Services and Larry Dunning of Payless ShoeSource both had positive reactions. “It’s valuable for me to talk with franchisees directly and see what they need. Many people here today seem to have multiple stores and seem interested in what we have to offer them in terms of their telecom options,” Gersten said. “For me personally, it’s great to finally put faces with names, plus interacting with the other sponsors and building relationships with them. I really appreciate that these regional meetings are large enough to meet a lot of people but small enough to really connect with everyone.”

Dunning agreed, “Especially since we’ve just started our relationship with Dunkin’ Donuts, these events give us the chance to meet new franchise owners and make them aware of our slip-resistant footwear products and how important they are to their business.”

In the official opening remarks from DDIFO President Jim Coen, he spoke with guarded optimism about the changes at Dunkin’ Brands and his hope for improved relations and collaboration between the Brand and franchisees. “I believe we will look back and see this time frame as a pivotal period for improved relations with franchisees and Dunkin’ Brands. I’m not suggesting we break out the champagne and celebrate anything just yet, but there is real optimism out there,” said Coen. “The management team of the Brand today appears to be taking Dunkin Donuts in a new and very welcome direction. Plus, the franchisees have a BAC that is made up of empowered and engaged franchisees with 14 out of the 26 BAC members also being DDIFO members.”

Coen discussed a change in the editorial direction of DDIFO communications with a stronger focus on stories about franchise owners, their interests and their commitments to local communities. One method for spreading this message, Coen suggested, is by publicizing owners’ charitable endeavors. He stressed that in order to do this, the DDIFO communications team needs to hear from franchisees directly. Any owner with a story to tell should contact Jim directly at jim@ddifo.org.

Coen also addressed government affairs. “Our Government Relations Coordinator Joe Giannino is working hard to help each and every legislator on Beacon Hill understand that every franchise owner is a small business operator investing in his/her community. One of the key drivers to accomplishing our goals on Beacon Hill is the Dunkin’ Donuts Franchise Owners Massachusetts Political Action Committee. If you walk out of here today with one thing, I tell you to contribute to the PAC, because we can make great things happen with your support.” said Coen. “You may say, ‘My stores are in Rhode Island. How does someone on Beacon Hill help me?’ Well, first of all the Brand is headquartered in Massachusetts and secondly, Massachusetts is considered one of the bellwether states for cutting edge legislation. Thirdly, I will help you in your state. I am here to help you gain influence in your state any way I can.”

Joe Giannino, DDIFO Government Affairs Coordinator, Photo by Susan Minichiello

During his turn at the mic, Giannino acknowledged the DDIFO continued emphasis on government relations. “Over the past year, because of Jim (Coen) and the DDIFO’s efforts, Beacon Hill knows who runs Dunkin’ Donuts shops.” He said that while the DDIFO has had some noteworthy successes in the areas of menu labeling and tip pooling, the DDFO MassPAC raises the game by speaking in one voice on behalf of 1,400 shops employing more than 25,000 individuals. In addition to encouraging financial support the DDFO MassPAC, Giannino urged franchise owners to make sure legislators know who you are. “Remember, all politics is local. Introduce yourself to your legislators. Connect with them. Make it personal. Put a face on your store. You all have wonderful stories to tell. Tell them.”

Mark Slutsky, Street Fighter Marketing. Photo by Susan Minichiello

Featured speaker Marc Slutsky, Chief Operating Officer of Street Fighter Marketing, spoke about making advertising and marketing more cost-effective with a grassroots approach and “guerilla” style tactics. “Street fighting is an attitude that helps you break through the clutter of commercial messages,” said Slutsky. “It’s all about creatively promoting your business on the community level.” Throughout his presentation, Slutsky was lively and humorous, keeping attendees riveted with real-life examples of successful “street fighter” schemes–including cross-promotions with local non-competitive merchants and “low liability” community involvement/fundraising–and with interactive exercises that required audience members to identify targets and sketch out ideas that they could take home and implement with ease. In every aspect, Slutsky stressed the importance of innovative thinking that keeps the best interests of customers at the forefront.

Peter Bergeron, Projections Inc., Photo by Susan Minichiello

Peter Bergeron, Vice President of Client Services for Projections, Inc. gave a stirring presentation–Union Organizing 101—that provided information about the state of the union movement in America, current law versus legislation now being considered (i.e., the Employee Free Choice Act [EFCA] which would eliminate union elections), the potential dangers of unions and how you can union-proof your business. Of organizers, Bergeron said, “They’ll work any angle they can.” He went on to supply actual examples of union campaigns and materials, outlining early warning signs that your business may be in the sights of union organizers and citing valuable ideas for taking the initiative to enhance employee relations. “Get proactive now and think strategically about how you conduct your business in terms of communicating with your employees.”

Jim Allen, BAC Co-Chair. Photo by Susan Minichiello

A Q&A session with BAC Co-Chair Jim Allen followed. One franchise owner had this reaction: “Allen did a very good job. He proved that being a DDIFO member is not perceived negatively by the Brand. Fourteen of the 26 BAC Leaders are DDIFO members. That is an important message for potential DDIFO members. There is now no reason not to join DDIFO. You can’t blame not joining on the brand anymore. So, franchisees, it’s time to step up and join DDIFO.”

The day concluded with more sponsor interactions and giveaways. Andrew Weiner, a franchisee in Burlington, was the big winner of the day walking away with an iPod Touch from WDFA Marketing and a golf putter from Paris Kirwan. Other winners included: Timothy Lott with a $50 gift card from Payless ShoeSource, Richard D’Angelo with an iPod dock from Comcast Business Services, Joe Cadette with a golf umbrella and golf balls from Paris Kirwan, and Octavio Carvallo with a stuffed duck from Aflac.

In addition to having one heck of a lucky day, Weiner was duly impressed with the meeting itself. “The speakers all addressed important issues that we need to know about as franchisees, and it was exceptional to have Jim Allen (BAC Co-Chair) speak,” he said. “Having the vendors here was great, too, especially for those of us who are in the midst of remodels. It’s nice to have the chance to see the new technologies and other products and services available. Overall, I think this was a strong meeting.”

Coen said was pleased with the meeting as well and felt it hit the mark. “The primary objective in staging a DDIFO Members Meeting is to offer members as much information as possible at one time in one place–a smorgasbord of information related to being a Dunkin’ Donuts franchise owner,” he said. “This includes access to sponsors, access to experts on a variety of topics and access to franchisee leaders who can help put brand relations into a meaningful perspective. I thank the speakers, the sponsors, the BAC Leaders and most importantly the members for taking the time to attend.”

The next two Members Meetings will take place May 5 in the Chicago area and June 3 in New Jersey. Keep your eyes peeled for announcements and details about all five remaining 2010 meetings.

“Cost segregation studies can benefit franchisees in many ways,” according to CPA Jim Ventriglia. “By accelerating depreciation, it has the effect of lowering the taxable income of property owners, and lower tax liabilities can provide additional cash flow. Cost segregation can work even if you’re a tenant. I encourage clients to explore the benefits. In every instance we have done so, the benefits far outweighed the expense involved.”

J&M Batista Limited Family Partnership, a real estate company involved in developing multiple Dunkin’ Donuts locations, became aware of the remarkable potential benefits and enlisted the services of Bedford Cost Segregation (Bedford), a DDIFO Sponsor. The principals of J&M Batista, along with their affiliates, have developed more than 50 Dunkin’ Donuts locations in Massachusetts, Ohio, New York and Florida. John Batista, founder of J&M Batista, took over the very first franchised Dunkin’ Donuts shop more than 30 years ago and continues to operate that location, which recently underwent a major remodel.

The leadership at J&M Batista engaged Bedford to perform cost segregation studies on six of its Worcester area buildings. While the properties were built between 2002 and 2008, IRS guidelines and tax law allow for retroactive studies that will yield tax benefits in the current year. With the help of J&M Batista’s Director of Construction and Dunkin’ Donuts Franchisee Matt Doyle, Bedford engineers went to work to document the value of specialty components—including select electrical, plumbing, HVAC, millwork, finishes and many outdoor components—eligible for accelerated depreciation (5-year or 15-year rather than 39-year). This resulted in much higher depreciation deductions as well as critical information for the write-down of certain assets when these properties are remodeled in the future. Bedford worked closely with Doyle and with J&M Batista’s CPA to ensure that every tax benefit was realized.

“We feel that 39 years is too long to wait to recoup our investments, and cost segregation is proving to be a great tool to expedite that recovery,” said J&M Batista President and Dunkin’ Donuts Franchisee Rob Branca. “Plus the additional cash flow derived from Bedford’s studies will serve to fuel our growth and remodels without having to go to the bank to borrow.”

The studies generated an increased depreciation deduction of more than $1 million in tax year 2009. In addition to this tremendous year-one benefit, J&M Batista will realize another $400,000 in depreciation over the next four years. Bedford has worked with several other Dunkin’ Donuts-related organizations and has experienced similar success. J&M Batista was so pleased with the return on the initial six studies that the organization has further engaged Bedford to perform studies on several other properties.

“We’re proud to have been selected by J&M Batista to provide this service and are thrilled that it’s worked out so well for them,” said Bedford Director of Business Development Bill Cusato. “We are also excited about our track record with the Dunkin’ Donuts community and encourage franchise owners and operators to contact us to evaluate how we can help them as well.”

Bedford has emerged among the nation’s leading and most experienced providers of engineering-based cost segregation services, having completed more than 5,000 studies throughout the country. The company’s team includes engineers, architects and construction professionals along with tax experts and business development consultants. Bedford’s property reports are second to none, employing a detailed engineering approach and conforming to the highest standards established by the IRS.

There are many times during the life of a property when cost segregation can add value. Basically, if you have bought, built or made significant capital improvements to a building within the last six to eight years, chances are you could benefit from a study.

“Since 9/11, the government has enacted a number of incentive programs to encourage business owners to invest in their operations by helping them to write-off those costs more quickly,” said Cusato. “Cost segregation is a tool that often helps to unlock much of that value by triggering those incentives and, consequently, is a tremendous way for franchisees to sustain and grow their businesses.”

For more information on how cost segregation can help you achieve considerable tax savings and increase your cash flow, contact Bill Cusato at bcusato@bedfordcostseg.com or 978-263-5055. You can also learn more at www.bedfordcostseg.com.

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“The DDIFO Sponsor Program has really taken off over the past year and truly has unlimited potential for both sponsors and franchise owners,” said DDIFO Sponsorship Director Amy Levine. “It’s serving as a marketing arm for vendors looking to target their advertising and meet face-to-face with Dunkin’ franchisees. It also helps to educate franchise owners about various options available to them, heating up the competition among vendors and pushing them to constantly improve their service.”

Dave Carvalho, a longtime Dunkin’ Donuts franchise owner, attested to the gains for franchisees, “The Sponsor Program serves as a great resource. I recently had a vendor need and remembered a related Sponsor I had met at a membership meeting. I went online to the Sponsor Directory, got the contact info and called them. It’s a one-stop-shop place to look for vendors that I might need and that I know I can trust.”

In less than one year, the DDIFO Sponsor Program has escalated to five times its March 2009 level, growing from fewer than 10 vendors to more than 50 with even more potential Sponsors in the pipeline for 2010. This success is due in large part to the mutual benefits the program affords, but ongoing program changes and improvements by the DDIFO leadership along with quality vendor leads from franchise owners also have contributed greatly.

“The Sponsor Program is a growing revenue generator and helps support our mission to deliver high quality communications and pertinent member meetings, so we continue to develop and structure it in ways that will attract even more vendors,” said DDIFO President Jim Coen. “The more Sponsors we have, the more options our members have. And the more options, the better. That’s why we really want to hear from our members about potential Sponsors. If you’re working with a great vendor, let us know.”

“I always go back to something I learned in college: You have a built-in community in franchising, and if one of you comes up with a good idea and shares it, the whole community wins. This is how I see sharing Sponsor leads with the DDIFO,” said Carvalho. “As Dunkin’ franchisees, we run virtually the same business. If another franchisee is using a particular vendor that benefits him or her—saving time and money—chances are that vendor would benefit me. I’ve shared several Sponsor leads with the DDIFO and I encourage other franchisees to do the same so we can all grow stronger and better together.”

CeilSpray Ceiling Refinishing, Inc., just came on board as a Sponsor in mid-December and is optimistic about the program’s potential. The company provides an inexpensive alternative to replacing discolored acoustical ceilings by refinishing drop ceiling tiles in place (tiles, grids and air diffusers), restoring them to a “brand new” look for significantly less than the cost of replacement. The work is done after hours, so there’s minimal disruption to business.

“The main benefit we hope to achieve is to make people aware of our unique service and ultimately to increase the number of franchise owners we do business with,” said CeilSpray President Brian Nolen. “When we started doing work for Dunkin’ Donuts franchisees, the response was invariably, ‘I wish I had known about your service years ago.’ Getting the word out about acoustical ceiling refinishing has always been our biggest challenge; most of the Dunkin’ Donuts work we’ve done has been due to word of mouth. I figured that we could accelerate that process by letting franchisees know about us directly.”

Royston, LLC, a Sponsor since June 2009, has already reaped such benefits and more. “We’ve been able to reach out directly to the franchisee owners, our target audience, and share with them our value proposition and capabilities,” said Marketing Manager Bonnie Padgett. “We’ve also gained a greater understanding of the needs, pressures and issues facing the franchisees. The program has certainly been a benefit to us in reaching out to support franchisees and their businesses.” Royston delivers customer-specific, brand image-enhancing and operationally-effective merchandising and foodservice equipment including modular metal cabinetry.

Realizing the inherent advantages of membership meetings, one of the biggest enhancements planned by the DDIFO leadership for the 2010 Sponsor Program is the increase and expansion of these gatherings, which offer opportunities for priceless face time with franchise owners. DDIFO Sponsors have the exclusive option of membership meeting sponsorships at three levels, each offering different advantages that range from advertising in the meeting program booklet to exhibiting at the meeting to making a from-the-podium presentation and more.

“I think the meeting in New England in September 2009 was probably of the most benefit,” said Padgett. “It was a great crowd—lots of interest and excitement—and the opportunity to speak before the group was invaluable.”

In 2009, the DDIFO held a total of three membership meetings, two in New England and one in Chicago. In 2010, DDIFO will hold six membership meetings—two large regional meetings and four district meetings—doubling the occasions for interactions between Sponsors and franchise owners. The 2010 meetings are scheduled as follows, with specific locations to be announced:

• New England Regional Meetings: 3/9/10 and 9/21/10
• Midwest District Meetings (Chicago area): 5/5/10 and 12/2/10
• Southeast District Meeting (Florida): 11/4/10
• Mid-Atlantic District Meeting (New Jersey): 6/3/10

As part of the program enhancements, the Sponsor Directory on DDIFO.org has a whole new look. Sponsors are now organized into categories, making it easier for franchise owners to find vendors offering the type of products and services they need, and each listing can feature a link to online information that is specific to Dunkin’ Donuts. This gives Sponsors the chance to highlight certain products, services, promotions or discounts that they want to make known to franchisees.

“With so many options and benefits to the Sponsor Program, there really is something for everyone,” said Levine. “While sponsors may vary in their motivation for joining or find different value in the program elements, they all are finding something of value that can make a big difference with their Dunkin’ business.”

Sponsor leads from franchise owners are an integral part in the success of the program. If you would like to recommend a vendor for the Sponsor Program, please email Amy Levine at amyglevine@ddifo.org or call her locally at 508-422-1161 or toll-free outside the 508 area at 800-732-2706.

Learn more about Royston at www.roystonfordunkin.com or contact Bonnie Padgett at bonnie.padgett@roystonllc.com or 800-334-1766.

Find out more about CeilSpray at www.ceilspray.com or contact Brian Nolen at brian@ceilspray.com or 603-647-2345.

Massachusetts State Representative Linda Dorcena Forry

Considering her personal and professional background, it is no wonder that Massachusetts State Representative Linda Dorcena Forry is a true friend and champion of small business owners. From her beginnings as the daughter of Haitian immigrants through her college career and into her decade-plus career in city and state government, Rep. Forry consistently has demonstrated a passion for education, community and public service.

Rep. Forry represents parts of Dorchester, Hyde Park, Mattapan and Milton in the 12th Suffolk district. Originally elected to the House in 2005, she was re-elected to her third term last November. Rep. Forry currently serves as co-Chair of the Joint Committee on Community Development and Small Business and Chair of the Black and Latino Legislative Caucus. The Committee on Community Development and Small Business reviews all legislation that concerns merchants, the establishment of economic districts and local planning commissions, urban renewal and other such issues.

Rep. Forry grew up in the Uphams Corner neighborhood of Dorchester, where her parents settled after emigrating to the U.S. from Haiti in the late 1960’s. “I know how important it is to have people on Beacon Hill fighting on behalf of small business interests,” said Rep. Forry. “I, myself, have a number of family members who own their own small businesses.”

Rep. Forry attended elementary school and high school in Dorchester where she excelled in academics and extracurricular activities. She went on to receive a Bachelor of Science degree in Management from Boston College and competed graduate classes in public administration at Suffolk University. Next year Forry will begin her Master’s degree at the Harvard Kennedy School. Her parents’ commitment to church and community rubbed off on Rep. Forry at an early age as evidenced by the numerous volunteer roles she took on throughout her youth and into adulthood. In fact, the Colonel Daniel Marr Boys and Girls Club honored her as the Young Woman of the Decade in 2002.

After graduating from B.C., Rep. Forry served as legislative assistant to Rep. Charlotte Golar Ritchie. Within a year, she was promoted to legislative aide; within three years she had moved up to acting chief of staff. From 1999 to 2005, she worked as part of the executive staff for the Chief of Housing and Director of the Department of Neighborhood Development for the City of Boston. In addition, she has continually served a number of community and nonprofit organizations.

Particularly in light of the current economy, Rep. Forry has been reaching out to small business owners, actively seeking their perspectives and suggestions. “I’ve been on a statewide listening tour, sitting down with small business owners. They are the backbone of the economy and that they are going to be the ones to lead us out of this recession,” Forry said. “We really appreciate their input because we need to do everything we can to make sure small businesses thrive.”

To learn more about Rep. Forry, visit her constituent website at www.lindadorcenaforry.org or her campaign website at www.lindadorcenaforry.com. You can also E-mail her at Rep.LindaDorcenaForry@Hou.State.MA.US or call her office at 617-722-2080.

Citizens Bank & Dunkin' Donuts Share the Location

It’s a first for franchise owner Neal Faulkner, as well as for Dunkin’ Brands and Citizens Bank, but it may not be the last: a Citizens Bank branch and ATM has opened inside an existing Dunkin’ Donuts shop. With a heavy emphasis on customer convenience, this partnership represents innovative and ground-breaking thinking on the part of both brands and it just might prove to be a match made in heaven. Both Citizens and Dunkin’ are happy with the early results in terms of increased foot traffic and activity.

Faulkner is excited and energized by this new collaborative alliance at his 815 South Main Street location in Bellingham, Massachusetts. “This venture demonstrates the value of two major New England brands coming together in the name of customer service, working together to make our mutual customers’ days a little easier and more manageable,” said Faulkner. “Dunkin’ and Citizens are top local brands with a deep commitment to customer service, and that makes for a good partnership.”

Citizens Financial Group Vice Chairman for Consumer & Business Banking Martin Bischoff echoed these sentiments. “I’d describe this partnership as a natural fit. We consider Dunkin’ Donuts a fantastic New England brand, and this was an ideal opportunity for two great local brands to work together to help customers,” Bischoff said. “We are all about customer convenience and we know our customers’ lives are getting busier and busier. This partnership presents a terrific opportunity for customers to ‘kill two birds with one stone’.”

The marketing slogans supporting this endeavor sum up the customer-convenience focus perfectly: “Your daily ritual. Bank on it.” and “One stop is easier than two.”

While the bank branch and ATM have been up and running for about a month, October 29 marked the official Grand Opening Celebration, which Faulkner described as a media event. The official program began at 2:00 p.m. but many attendees—including numerous Citizens Bank employees, Dunkin’ Brands representatives, fellow Dunkin’ Donuts franchisees, local dignitaries and regular customers—gathered more than an hour ahead of time. You couldn’t miss the signs of the celebration with balloons and signage everywhere; the official Citizens and Dunkin’ promo cars parked out front; Dunkin’ staff wearing promotional t-shirts; a Dunkin’ samples table offering free coffee, bagels, cookies and brownies; and a Cash Cube sponsored by Citizens.

The Bellingham High School marching band opened the formal program with a rendition of the Star Spangled Banner. Citizens Bank Senior Vice President for Retail Banking Greg Kirwan provided the opening remarks, welcomed guests and shared emcee duties with President of Citizens Bank Massachusetts Steve Woods. Woods also presented checks on behalf of Citizens to the Bellingham Schools music program and to the Rhode Island Blood Center. Each group received $1500. (In a further show of partnership and charity, the Bellingham Dunkin Donuts/Citizens Bank held a blood drive coordinated by the RI Blood Center on November 2.) Other speakers included Bischoff, Senator Richard T. Moore, Dunkin’ Brands Chief Development Officer John Dawson and Bellingham Town Administrator Denis Fraine. Senator Moore said this was a great day for Bellingham and the surrounding communities. “These are two great local brands and we’re so pleased you chose to kick off such a partnership here in Bellingham.” He also joked that maybe the new slogan should be “Citizens Runs on Dunkin’.” Dawson remarked that this partnership reflects “leaders running with leaders” and emphasized the joint venture is all about customer convenience. He concluded, “I can’t tell you how proud I am.”

Citizens Bank & Dunkin' Donuts Marketing Cars

After the formal program, Dawson further commented, “This type of partnership represents a great opportunity for franchisees. We need to be selective but we certainly could see more of these arrangements in the future where they make sense for Dunkin’ Donuts, for Citizens Bank and for the community.” About Faulkner he said, “Neal is a great partner, and I know the people from Citizens would say the same about him.” In fact, Bischoff said, “What I love about Neal is his enthusiasm, energy and commitment to doing the right thing for customers and for both businesses to make sure everyone wins.”

Throughout the event, Faulkner seemed to beam with pride. “This is just a great day. It’s the culmination of months of hard work, and it’s rewarding to see it all come together so well,” he said. “In addition to the benefits to our customers, there are a lot of benefits for both businesses. We’re able to share expenses as well as customers, and this type of arrangement could open doors for better real estate because you’d have a partner to help you invest in better property.”

Greg Daley, a Connecticut Dunkin’ Donut franchise owner at the event, said, “I’d be interested in doing this type of partnership 100 percent. We’re in the process of building out a store now and we’re looking at another use for the space. Instead of separate walls or entrances, this idea of more open lease-able space is great for exposure for the franchise owner and for the partner business. From an economic standpoint, having another profit center so to speak could be a huge win. Plus it doesn’t slow things down behind the counter or impact the shop’s operations. And you can’t beat the convenience for customers.”

As described in a joint press release from Citizens Bank and Dunkin’ Brands, the bank branch located inside the Bellingham Dunkin’ Donuts is a full-service branch with three teller windows, two private offices and a full-service ATM. The branch is open seven days a week: Monday through Friday from 6:30 a.m. to 6:00 p.m. and Saturdays and Sundays from 9:00 a.m. to 2:00 p.m. The Dunkin’ Donuts restaurant is open every day from 5:00 a.m. to 10:00 p.m., and has a full-service drive-thru window. The Citizens Bank ATM is available to customers during the restaurant’s hours of operation.

As part of the partnership, Citizens is offering customers at the branch a $50 discount on home equity loans, a one-month coffee subscription for new checking accounts and a raffle for one-year of free Dunkin’ Donuts coffee.

A Family Fun Event was held on Saturday, October 31. Children were invited to come dressed in their Halloween costumes. Radio station MAGIC 106.7 broadcast live and there were a variety of fun activities, including face-painting and a balloon artist.