One Big Franchise Family

Franchise family, for me, is where I found my voice.

I joined the industry super young, and frankly, very inexperienced. I will never forget Paul Rocchio sweeping me under his wing at the first franchise show I attended.

Back in 2012, I stumbled into my first franchise show: The Multi-Unit Show in Las Vegas. Despite having prior experience with trade shows, franchise trade shows proved to be an entirely different beast. My face likely displayed total confusion because a man approached me from the front booth and said, “You look lost.”

That man was Mr. Paul Rocchio.

Fortunately, I’ve never been one to shy away, so I immediately opened up and explained my predicament. I admitted that I was indeed lost, struggling to grasp the various terms being thrown around—franchisee, franchisor, supplier, affiliate partner. I was new here. I had started my job mere weeks prior and, while I possessed a basic understanding, as I stood there, everything I thought I knew seemed to evaporate.

In a similar situation, most individuals would introduce themselves, share their professional background, and offer assistance in the future. However, I desperately needed help at that moment, and I believe Paul sensed that. So, what did he do? He took me on an adventure.

Paul proceeded to guide me through the entire show, stopping at every booth. Together, we met new people, and most significantly, he introduced me to his franchise family (which is somewhat like an exclusive club—knowing someone is essential to gaining entry). Going the extra mile, Paul even familiarized himself with the company I worked for and helped me pitch to a few Zors, my target clients at the time. By the end of the day, I had met everyone in the room, forged valuable connections, and felt much more at ease.

But as many of you know, the show doesn’t end there—it’s the after parties where genuine connections are formed. I wasn’t even aware these events existed, but Paul made sure I was on every guest list. Once again, he walked me around the parties, reintroducing me to everyone present. I felt like the esteemed guest of a mega superstar and in a way, I was; hardly anyone in the room was a stranger to Paul.

When the show concluded and we returned home, Paul continued to check in on me nearly every week, ensuring I had names and contacts if I needed assistance. He remained my Expo Buddy during subsequent shows, ensuring I made it onto party lists and introducing me to anyone I might have overlooked. I quicky realized that in franchising, establishing relationships is key. This industry doesn’t operate by handing out flyers, delivering pitches, and waiting for callbacks. It thrives on a family-like, relationship-driven environment. Paul made sure I became part of this family. He became my big brother, always looking out for me (and he still does).

After Paul, I grew, and joined many great teams – all of which I still love dearly – before finding my forever home at BrandONE. It’s at BrandONE that I found my people. This small team, this tribe, has become immeasurably valuable to me. When I found out my son was going to need open heart surgery at five months old, this team banded together, insisting that I STOP working to focus on family. Then, they pulled their resources, providing me and my family the opportunity to speak with specialists from all over the country at their introduction.

Peter Barkman’s wife connected my husband, Josh, and I with counselors to help us navigate the challenges we faced. Jason Barclay’s wife worked with a surgical assistant who performed the same kind of surgery our son was facing. They arranged for us to speak to her to help ease our worries and answer our many, many questions. They ensured that Josh and I were stocked up on Door Dash and focused on what really matters! These are just a few examples of dozens. In addition to my BrandONE family, individuals from every corner of the franchising space reached out to ensure my son and my family had everything we needed to get through.

The list of people within the franchising industry who have guided my journey, offered advice and support during a time of need, and simply extended a hand at every opportunity is too long to list. However, I’d be remiss if I didn’t mention Sherri Seiber and Sherri Fishman. Much like Paul, these amazing women took me under their wings and over the years, have helped shape my franchising journey with continual support and encouragement.

I know so many others in our franchise family who have experienced similar shows of support from colleagues, coworkers, and competitors alike. That’s why I encourage you to show up for our friend and colleague, Bob Johnston, now. He and his wife, Susie, face a long journey ahead and will need every ounce of support our franchise family can muster.

When I think back over my years as part of this tight-knit community, I’m in awe of the growing list of ways they’ve found to treat me like family, both professionally and personally. Now, I’m humbled by the opportunity to provide this same outpouring to another franchise family member in need.

Alexandria Warren
VP of Operations, BrandONE