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Fresh, Neil Harshman was looking for something different from an inaccessible finance career – which he could make with his own hands. Due to this search, he was attracted to 16 handles, a New York -based freeway brand that led to him as a user.
In one hand, the degree of Astro Physics, resume finance in the other, Harishman found himself behind his first 16 -handles franchise counter, rotated the sleeves and operated the store closely.
As a side project, what started, it quickly entered something big. “Open and near, every shift in which I was working,” says Harshman. “I was able to advance this business (and) could reach additional revenue to the point where the profit was so big that I decided to give up all my other projects and focus on only 16 handles.”
At a time when other traders were retreating, Harshman extended. It started building new stores in New York City during Covade 19, when retail lease was cheap and rivals were closed. He says, “Instead of being frightened, I was the one who was coming in and built.”
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Soon, he was not just running places. He was leading the entire company.
Since receiving the brand from founder Suleiman Choi in 2022, Harshman has led the nationwide expansion of Freedo China for more than 30 to 150 locations. Its unexpected journey provides a unique edge in the sweet market today from the customer to the CEO from the franchise.
Herishman is behind some wild flavors of the brand, in which Harry Potter References to “French frozen frozen yogurt” (a drama on McDonald’s frequently broken ice cream machines). “I’m part of the customer base,” he says. “My family, my friends, everyone is part of the customer base. So these are just ideas we have.”
The results speak themselves. “The increase in our sales has been unusual, such as when we launched French fry, or Squad Games-Mashed taste, or out of butter beer Harry Potter“He says. “Our sales are like 30-40 % this week, which we launched over previous years. So it really makes a difference. “
But the construction of a promoted brand is more than the taste. It needs confidence, consistency and loyalty – not only from consumers, but from the team. That is why the first person who was hired was Lisa Malin, who owned the Fairfield, the joint owned of Connecticut, for 13 years with her husband.
“Who knows the brand better and believes more in the brand that has been successful with this brand?” Harishman says. “Someone who is open to run a 13 -year -old store and knows customer conversation and (what) users want, how to make your deer’s best bang in this business.”
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This strategy helps the brand stay permanently, which is most appreciated by Harsh Main Customer studies.
“We had a girl who ordered each day, and it always came at the same time, where you heard printer printing at that time, we knew that it was his order and what to do,” he says.
One day, he left his coffee table with a photo of his Fruo. He wrote, “Love this place, great chocolate.”
For Harshman, these few words were a source of excitement. “Although it seems that we are packing the same order every single day, there is someone on the other end, who is probably waiting for this moment to open the bag all day.”
Harsman emphasized the importance of paying close attention to the studies, whether positive or critical.
“(Loyal users) know what to find out the best,” he says. “These are really important to us as a franchisor, knowing what is happening to our places, and the store operators know what is happening in the customer’s mind.”
Related: This local bakery has lines outside the door. Here are the secrets of his success.
Harsman and his team take a keen eye on the review platform like Yelp to help improve operations and create confidence, while keeping in mind that not every criticism is a call.
For example, one of the challenges identified by Harshman is not getting a complete picture of a user’s experience based on their review. “You just get edges, so it is a bit difficult to use these studies as a long -term decision maker.”
However, critical reviews can provide clarification, and good reviews can give rise to reputation. Both are opportunities to grow as a business.
The story of Harshman is likely to be seen where other people watch the platoon and make really special moments for users, who will come back for a frequent permanent experience.
After taking the CEO’s position and re -concepting 16 handles for the new generation, businessmen advise Hersheman easy but powerful:
- Madness on customer experience Everything can be improved to promote confidence and promote repeated businesses from important products to Ed on Services.
- Make consumers loyal at every turn. Reading and responding to customer feedback shows consumers that their voices are heard.
- Income with purpose. Not every business idea will see the light of day, but focusing on constant improvement will keep your business competitive.
- Look at your business from a user. Spending time on the next lines can give you a new approach to what is working and what needs to be improved.
Listen to the event directly from Neil Harshman, and subscribe to Behind the review For more information from new business owners and reviewers every Tuesday.
Editorial contributions through Jiah Chu and Christie Lindhil
