Former Scooters Coffee Staffer Brings Expertise in Growth Strategy

Kelly Crummer has been named senior director of franchising for Firehouse Subs, a sandwich franchise under the Restaurant Brands International (RBI) umbrella. RBI owns several iconic fast-food giants, including Popeyes, Tim Hortons, and Burger King. She will oversee new business development, expansion of existing franchising and transfers and utilize her extensive experience in financial services and marketing.

Several things attracted her to the sub franchise, including the brand’s partnership with the Firehouse Subs Public Safety Foundation and its work in getting life-saving equipment into the hands of everyday heroes. Additionally, she admires the company’s commitment to fundraising efforts like First Responders Month and the First Responders Incentive Program, which offers $100,000 in cash to help first responders open new restaurants. She also loves ideas with the teams from the other RBI brands. Crummer is a big believer in Firehouse Subs. “I can’t imagine that there’s a better opportunity out there.” 

Crummer first learned about franchising in a college class that was taught by a local businessman. She was inspired by the franchise representatives that came in as guest speakers. Now, Crummer loves making a positive impact on franchisees and being part of a world-class brand. ”It’s just special what we get to do in franchising.”

A Lifelong Love of Restaurants 

Prior to joining Firehouse Subs, she was with Scooter’s Coffee for seven years, playing a pivotal role in accelerating the brand’s growth from 125 locations to over 650. But her interest in food franchising can be traced back to her grandparents, who owned an A&W Drive-In. Crummer credits her grandmother, who also managed a McDonald’s, for teaching her great skills like doing math without a calculator. Her dad was in the restaurant business his entire career, further instilling a love of the industry within her.

While she aspired to go into journalism and be the editor-in-chief of a big newspaper, Crummer found her way to sales and marketing roles, leading her restaurant franchising. “It seemed like a cool opportunity in franchising, and it’s how I found my passion for serving people, which applies to serving people in a restaurant and those who run it.”

Buying a Franchise

Crummer stresses the importance of reading the FDD, before investing in a franchise. “Although it’s lengthy, there’s a wealth of information regarding franchisee and franchisor responsibilities,” she said. She also urges candidates to ask questions when necessary. “Following a process and being coachable are also critical to success.”

Crummer believes franchisors should collect profit and losses from their franchisees regularly, analyze the data, and use it to create performance plans. But collecting the data is not enough, she added. “Franchisors need to make sure that they’re putting that data to work and that the franchisees are getting feedback so they can act on it.”