Incentives can unlock the potential of franchises An incentive is defined as “something that motivates or encourages one to take action”. Taste Holdings has recognised the significant potential of incentives to achieve a variety of positive outcomes within its franchisees’ businesses, both in terms of increasing brand visibility and sales, and strengthening, retaining and motivating the employee body. Lindy Taoushiani, Divisional Marketing Executive at Taste Holdings, says incentives can also reward customers for their loyalty to the brand. Retaining trained staff and encouraging their loyalty are key objectives for franchise owners. The cost and inconvenience of continuously replacing staff members pushes up direct costs because of the recruitment process, and it can occupy valuable time management and lower productivity in the store while the new employee is shown the ropes, as other employees as well as supervisors, need to invest time into this process to ensure everyone is ...