District Manager Job: 6 Reasons Why It's the Most Difficult in a Franchise
The District Manager is the most difficult job in the franchise industry. Yes, in my opinion, it’s even harder than being the CEO of a company. In this blog post, I will outline six reasons why I firmly believe this to be true. Additionally, I will share what Franchisees can do to help their District Managers become more effective.
I remember when I was a Director of Operations overseeing over 60 restaurants across three states. When I took over the position, we had an opening for a District Manager. We already had seven District Managers, and when I asked the trainer and the HR department ‘Who is next in line?’, the answer was ‘No one’.
How was it possible that no one from over 60 restaurants was ready to be promoted to that role? Much to my surprise, even though they all knew how critical that leadership position is and how difficult it is to fill, they have not prepared anyone to be the next in line.
In my experience, being a District Manager is so difficult because of the six reasons listed below. However, there are ways you can compensate for these challenges and help your current and future District Managers be more successful.
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Reason #1: It’s a Different Job
The first reason why the District Manager position is so difficult is that it's an entirely different job from the one they had before. Usually, the person who gets promoted to District Manager was a prior General Manager or Unit Manager, and that position is completely different from the District Manager role. Here’s why.
The Unit Manager’s job is to execute the business and brand systems every single day. They focus on execution. However, as a District Manager, your job is to inspire the people who are executing the business and brand systems every single day.
- Execution and inspiration require two completely different sets of skills.
Being a manager is a solid first step toward becoming a good District Manager, but it doesn't automatically ensure success or effectiveness.
Reason #2: They are Self-Directed
The second reason why being a District Manager is so challenging is that, in this position, you are completely self-directed. Let me explain.
About 80 to 90% of what Unit Managers do is dictated by the day-to-day operations. That includes tasks like opening and closing the unit, taking care of customers, managing employees, making schedules, ordering products, cleaning and maintaining the stores in good physical condition, etcetera.
There isn't much decision-making involved in this, as most activities are dictated and determined by the franchise brand and the business owner.
However, 100% of the District Manager's activities are dictated by what they decide to do every hour, every day, every week, and every month.
That’s a huge difference! When you are a Unit Manager, you know exactly what to do and what you're expected to do. But, when you're a District Manager, you decide what you're going to do, when you're going to do it, why you're going to do it, with whom you're going to do it, and for how long you're going to do it.
This requires certain skills, like being able to tell the difference between what's urgent and what’s truly important, as well as managing your time effectively.
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Reason #3: The Distance Between Teams and Units
Being a District Manager is also challenging because of the distances between the units they oversee. They are usually far apart, which means they spend a lot of time on the road, going back and forth to visit the units. And since they have to fit many visits into their schedules, they end up spending only a short time with each team.
- The more units they have, the greater the distance between them, and the less time they have to spend on each. Also, there is less time to do all the work that needs to be done.
That is why these leaders must learn to manage their time and distances effectively. That way, they will be able to spend less time driving and more time with the people, not only to build relationships with them, but also to evaluate the unit, supervise operations, and audit the execution of the business and brand systems.
This is a critical skill that District Managers need to succeed in their roles.
Keep learning: How Many Units Should a District Manager Oversee?
Reason #4: They Must Influence Remotely
The District Manager is the most difficult job in a franchise, also because these leaders have to influence the teams even when they are not present.
Unit Managers spend every hour with their team, working side by side, engaging in conversations, and building personal relationships. They are constantly coaching and guiding them. Therefore, their influence is direct, created by being present with them and building trust, confidence, and loyalty. This usually requires time.
District Managers don’t have that luxury. Since they visit many stores throughout the week or month, sometimes even in a single day, they only get to spend short periods of time with the team. During those visits, they must build relationships and find ways to influence and motivate the employees.
Moreover, their influence also needs to extend even when they are not there. That way, they can constantly be in the back of people’s minds, reminding them of what they should and should not be doing.
The ability to influence teams remotely is a completely different skill from influencing someone in person, which is why District Managers need specialized training to develop that skill.
Reason #5: Different Social Ecosystems
The District Manager role is so challenging because each unit has a different social ecosystem, determined by the Unit Manager and their team members, since they're there all the time.
Each unit acts as a different social environment with a specific personality type. And so, District Managers must understand human behavior, manage diverse personalities, identify a person’s desires, and address their motivational needs.
If these Multi-Unit Leaders understand that the people in those units are different from each other and can motivate and inspire each person individually based on their unique qualities, they will definitely succeed. However, this requires a very special leadership ability, different from the one that Unit Managers develop when they spend hours leading team members.
In case you missed it: The District Manager, Critical for Multi-Unit Success
Reason #6: Different Business Situations
The sixth reason why this leadership position is such a challenge is that every single unit they supervise has different business needs. Some may have issues with sales; others may struggle with labor costs; and some may face problems with the cost of goods (COGs). Some might also deal with turnover, cleanliness, customer service... You get the point.
Each unit also presents different opportunities, and the District Manager needs the skills and abilities to handle them effectively. They must also be able to adapt and refocus on what that specific unit requires to achieve effective unit visits.
Don’t miss: The 7 Most Critical Responsibilities of a District Manager
As you can see, being a District Manager is quite a challenge. Yet, many of them are promoted into the position without proper training.
I’ve seen it many times: an excellent manager at their unit, or a super GM, as we call them, who is the next in line for the District Manager position because of their performance. Sadly, they eventually fail because they were not prepared to take on such critical responsibilities and don’t know how to be effective or transition from one role to the other.
- These are two very different leadership roles that require very distinct skills to succeed.
If the Direct Supervisor and Multi-Unit Franchisees don’t understand this, and they don’t prepare their existing and future District Managers, they will likely leave a lot of money on the table. The efficiency and profitability of their multi-unit franchise operation will be compromised. And, their District Managers will face burnout. That’s a recipe for failure.
Don’t let it happen to you! If you're looking for a way to give these leaders the preparation they need, consider the American Franchise Academy. In 2021, we created LEAD, a Multi-Unit Leadership Certification Program for District Managers, a comprehensive training where we provide the knowledge, tools, and resources they need to be successful.
We have helped over 370 District Managers better understand their roles and responsibilities, and be more effective and successful, and we would love to train your leaders as well!
Remember: When you provide your District Manager with the best training and tools, they will step into their leadership role and support you in managing and overseeing your entire franchise operation.
Visit LeadAFA.com to learn about our methodology, the curriculum we teach, and the benefits your District Managers and your organization will acquire once your leaders go through this transformative 10-week program. We open enrollment four times a year!
Reflections:
- Do your District Managers know exactly what they need to do and oversee to succeed?
- Do you have the skills, ability, and experience to train your current and future District Managers?
- How are you supporting your District Managers to be effective in their roles?
- What’s the status of your leadership bench?
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