Franchising boasts global brands and widespread recognition, but in many industries, there is a lack of diversity in level of ownership. That's where Tarji Carter comes in. She is educating anyone who will listen that franchising is a way to eradicate generational poverty – and build the wealth of generations – in The black community.
“I'm not here to beat the drum of 'Mr. Corporation, you've got to diversify'. I take my time, my resources, to bring it to the community — that's the exclusivity, the possibilities, and that's how you treat your eyes open,” Carter says. “I don't go around the country preaching that diversity is a big thing (anymore) because anyone with a brain agrees it's a great thing. Businesses that invest in diversity do better, plain and simple.”
Learn the franchise business
Carter spent 15 years working for some of the world's biggest brands, including Wingstop, Eatable AND Bojangles. In 2017, it started First visitor servicesa consulting firm specializing in coaching and advising individuals seeking to become franchise owners.
However, as her career progressed, she realized she was lacking dIVERSITY at the franchise ownership level. According to one Lending Tree StudyBlack franchise ownership contracted by more than 18% from 2014 to 2020.
She's also out to prove an old stereotype wrong. “Just because a community is predominantly African-American does not mean that everyone in the community is poor, uneducated or doesn't have the resources to be a franchisee,” says Carter, “because that seems to be the message — that it's hard to find qualified African-American franchisees.”
The franchise player
Carter was working on a PepsiCo-backed franchise initiative when the program ended in October 2022. “It pushed me to start The franchise player (in January 2023),” she says. “We provide education, opportunities and resources to the African-American community regarding the franchise.”
The Franchise Player's Playbook helps potential franchisees decide if the industry is a good fit. Carter's organization then helps them identify brands and OppORTuNiTy that make more sense based on their background and qualifications.
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More employee than consultant
Adrian Archie started his pet Mind pet supply business about 10 years ago and decided for exclusivity in 2020. In 2021, he reached out to Carter for help. Archie had sales experience, but the franchise process seemed daunting. “I jumped into franchising thinking it would just be an easy transition,” he says. “I know my business, and people wanted to franchise. But I quickly realized that the franchise industry is a whole different industry within itself, no matter what the concept is.”
Archie says Carter has been instrumental in helping him get his franchise, which now has three locations and plans for more, off the ground. “She came into the business and immediately perfected mine sales process“, he adds.
While this might be typical of a good consultant, there was more to Carter's approach that impressed Archie. “What's most unusual about Tarji is that she cares about how you're handling your business,” he says. “You'd think she's an employee, not just a consultant.”
Giving back to the community
Like most Americans who grew up between the 1970s and today, Carter has fond memories of the visit McDonald's. “Growing up in inner-city Roxbury, Massachusetts, I would frequent all these places, especially McDonald's,” she says. “I love it and have since I was a kid. I have memories of my dad and my family there.”
Her father was an intelligent man, but never mentioned anything about the franchise to Carter. “It seemed strange to me because if it was something he had achieved, he would have shared it with me,” she says. “It hurts me to see that many businesses thrive in this country the African American community and don't necessarily return. They hire from the community, but how are they giving back to the community?”
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Franchise game
In September 2023, Carter started Franchise game, the nation's first African-American franchise symposium and trade show, held at the Yum! Brands corporate office in Plano, Texas. The event was so successful that it will be held again this August in Yum!'s Plano the campus.
The event drew more than 150 people who attended panels with the franchise's top players. “We had a retired NFL player Damon Dunnwhich is an African American franchise with Dunkin' that I put into the system,” says Carter. “He had no restaurant experience, but he's a Stanford graduate and he's done very well.”
Carter says the biggest benefit from the gathering was learning from several veterans who have worked in franchising, operations, real estate and design.
An untapped audience
Carter has also begun to share her message with a younger audience. “I finished last year talking to several different types of classes in the Morehouse College about exclusivity,” she says. “These students hadn't thought about exclusivity; they were all about startups.”
After her recent talk at Morehouse, several students approached her and thanked her for exposing them franchise and its possibilities. “It was something they hadn't considered before or really heard,” she says.
As Carter's mission continues, she encounters more Black entrepreneurs who need her services – and wish she was around when they started. “People ask all the time where we were 10 years ago, so there's a need for what we're doing here – educating an audience that nobody has. tapping into in a way that really has an impact—with compassion and empathy.”