Restaurant chains know they need presences on Facebook and Twitter, but the path becomes less clear when multi-unit companies consider how much leeway to give franchisees and employees to market locally using the social tools. "How do you allow your franchisee to have the freedom to drive their business at a local level without overstepping their bounds in terms of the brand and making sure they maintain the interaction that we require for our brand?" says Lenny's Sub Shop president Brent Alvord.

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