Dream Dinners Franchise Advisory Council Applauds New CEO

SNOHOMISH, Wash. (Blue MauMau) - Michele Guilmette, co-president of the Dream Dinners Franchisee Advisory Council, expressed in an interview last week that CEO Darin Leonard has been a positive addition to the company in moving the company forward. "I call him my blessing. He's an amazing CEO. He has gotten out of the home office what he needs and that has really helped us in the field." Since Leonard came on board, Guilmette said that the company has trimmed the home office substantially. "Darin has fine tuned roles and established goals. Since he has been with us I think the business is on the right path, trending towards growth," she added.

Guilmette doesn't deny that franchise owners are somewhat concerned about their future with the economy being what it is today. She said, "Franchisees are cautiously optimistic right now.” With the economy down and the news so negative, she said it is hard to watch the news and not be worried about the franchisee’s situation. But as a whole, she feels franchise owners have to concentrate on the things that are going to positively affect business. "In our industry I think a lot of companies veered off in other areas that weren't necessarily the best choices for their business models. We've been hesitant in doing that because, luckily, upper management hasn't allowed us to change our original model," she explained.

FAC Is the Voice of Franchisees

The Dream Dinners Franchise Advisory Council, according to Guilmette, is the voice of the franchisees and is very active. The last she looked they had 187 franchise owners in the system. "They contact us when there are issues, concerns or areas that they feel we need to develop or tweak," she explained, adding, "Our biggest role is to represent them to our home office in effecting change for the greater good."  But she said their second biggest role was being part of the task forces representing FAC and other franchise owners. "There are usually six owners on each task force as well as home office representation. We work as a team. It's a great process," she proclaimed.

Dream Dinners has ten representatives; three from the East Coast, three from the Mid-West and four from the West Coast. Each FAC member sits on different initiatives that CEO Leonard identifies.

Guilmette said the FAC usually has two conference calls a month, but sometimes more if something pressing is happening that cannot wait. Leonard participates in the calls at least once a month. The FAC also meets physically once or twice a year, as they will next Saturday in Washington.  Although Dream Dinners previously had an advisory board, Guilmette said they created a more formal version about two years ago by drafting by-laws for an official franchise advisory council.

Although Leonard had stated in his interview last week that the home office and the FAC sometimes have strong differences of opinion, she said she hasn't seen a lot of differences. "We may have different views than Darin but we work towards a middle ground." She said Leonard was very accessible, saying "If anyone has any need or concern about their business, they can get to him. He is very good about being helpful and open."

Is Litigation a Concern for Franchisees?

In light of two lawsuits filed on behalf of franchisees against the company, Guilmette said that when it first came out everybody was flurried. But after reviewing the legal documentation that they have been able to get their hands on, which are filed publicly, they feel that franchisees just have to keep focused. "For the most part, I think those of us who are trying to make our businesses prosper are just keeping our heads down and doing what we have to do," she said. Guilmette concludes that there will always be people who feel they need to speak their mind if something does not go well and possibly isn't their fault. She said, "I just can't get caught up in that. For the most part I think a lot of us who are trying to do what we are supposed to be doing are just letting that unfold the way it's going to happen." Guilmette said she knows all the franchisees very well who have filed the litigation.

Although many of the accusations in the litigation revolve around Dream Dinners founders and attorneys giving illegal earnings claims during and after its Discovery Day presentations, Guilmette said she does not know what transpired with others, only her own situation. Her experience has been a very professional process, where everything was on the right schedule as far as what she anticipated happening. She explained, "I can't speak to their situations. For the most part I think people have resigned themselves to the fact that there will always be those types of situations, as in every business. She reaffirms, "If you dwell on the negative you are never going to prosper. You have to look for the good in everything and keep moving in the right direction."

When asked if the majority of the FAC felt the same way, she said, "Absolutely. I know they do."

Internet Blogging No Concern for Franchisor or FAC

The meal assembly industry has been no stranger to Internet blogging. When asked if the negative comments disturbed him, Leonard said, "I am going to shock you with my answer. They do not bother me at all." He said traditionally it is just a handful of people doing the postings. He declared, "We know who is behind the Meal Assembly Watch website, and we understand their motive. Although I can't get into it because we are currently pursuing it in other ways, we know that there is a mission there."

Guilmette agrees. She said the blogging does not bother her at all. "I honestly don't spend one second of my time looking at it," she exclaimed.  

--

Related reading:

• Dream Dinners CEO Focused on Business Model, Not Litigation
• Dream Dinners, Attorneys Sued for Illegal Earnings Claims, Violation of Washington Franchise Act
• Dream Dinners CEO Responds to Latest Litigation