Franchisee of the Year 2023

IHOP Brandon and Shaleeza Collins were named 2023 Franchisees of the Year during the brand’s Global Franchise Conference. This prestigious award recognizes franchisees for all-around excellence in leadership and a person who embodies the brand’s mission by leading excellent restaurant operations.

BLACK ENTERPRISES spoke to the husband and wife team to learn more about how they overcame years of difficult circumstances to develop into top award winners.

Brandon and Shaleeza weren’t unlikely candidates to own an IHOP franchise. However, in 2006, after retiring, Brandon’s parents, Ella and Larry Collins, decided to open an IHOP restaurant, recognizing the needs of their North Baton Rouge community. “There were no sit-down restaurants, and they wanted to make sure that need was met and create a legacy for their family,” Shaleeza explained.

“This legacy wasn’t just for children; it was a legacy for the community. We are in North Baton Rouge; there’s not much here. There is no economic development here. Our IHOP is still the only national franchise restaurant in North Baton Rouge,” Brandon added.

Changing the trajectory

After purchasing the IHOP franchise, the challenges began early. “Things took a turn when my mom started having difficulty with her daily chores and back-of-the-house duties, so I wanted to help her,” Brandon explained.

“We felt that we could help solve some of these difficulties in our own individual way, without having to be physically present – ​​at first. It snowballed from there, simply because my parents started a company that they technically had no experience in.”

Brandon and Shaleeza graduated from college and commenced working in the financial sector. “We never saw ourselves as restaurant owners,” Shaleeza interjected.

“I used to be a finance major, Brandon was a management major, so we just saw that we were focusing more on finance. But God had his own path for us. We couldn’t sit by and watch him struggle and never step in to assist. This was the driving force that made us change the trajectory of where we were going.

Passing the torch

In January 2023, after several years of learning the ins and outs of the restaurant, Brandon and Shaleeza purchased it from Brandon’s parents, excited to proceed the legacy that began all of it.

“We didn’t want it to go away, especially after everything we had to go through and what my parents had to go through to contribute to this area. We were told nothing would reach here. That has always been the driving force behind what we did and how we did it, to simply show that this is a viable business and a viable community worth investing in. We just wanted to be that example.”

Our time – our likelihood

The humility that Brandon and Shaleeza show in running their franchise is the same humble response they show in winning such a prestigious award.

“The victory was bittersweet. We’re doing the same thing we’ve been doing for over 15 years. I just think it’s our turn – our chance. We also received real help in getting to know the corporation and being recognized by the corporation while going through the interview process for the franchise application. I was invited to join the newly formed committee, which allowed us to have a voice that we felt was small and irrelevant for a large brand like IHOP. This allowed us to provide our perspective as actual Operators, because in many cases franchisees with multiple locations who are not actually in the store every day have a greater say. Winning this award is a really big deal for us.”

After 19 years of owning the franchise and winning this award, what’s next for Brandon and Shaleeza?

“Our goal as second-generation owners is to grow the company because we would like to see it grow. But we want to make sure that the way we’re doing it makes sense and that we’re doing it at a pace we can sustain,” Shaleeza explained. “We are currently working on another location, potentially one of DINE Brands’ new concepts.”

The IHOP brand supports the Collins family of their multigenerational journey. Firstly, taking advantage of the opportunity to open in an area struggling economically, but additionally approving the transfer of the purchase of the business from parents to children. Franchisors have sole discretion to approve latest owners. In giving this approval, IHOP expressed appreciation for the labor put into keeping the company open and recognized the potential for the future. And in the case of two children aged 14 and eight, all the pieces indicates that the ownership will pass to the third generation. “Our 14-year-old son is already hosting and serving, and our 8-year-old daughter is also asking to get into the business, but she still has a few years before that is possible.”

To learn more about IHOP franchise ownership, visit franchise.ihop.com/en/us.