A Deep Dive into Complementary Branding with Greg Sausaman

Author: Josh F. Brown
03/05/2019

Greg Sausaman is the Co-Founder and CEO of Topper’s Craft Creamery®. He is a seasoned franchise executive, having held positions with national franchise organizations: Domino’s Pizza, Allied Domecq Brands, and Beef O Brady’s family sports concepts prior to co-founding Topper’s Craft Creamery. Additionally, he is a former franchise owner of eight Domino’s Pizza franchises.

Key Takeaways:

[0:18] Today’s episode of Franchise Euphoria is brought to you by IndyFranchiseLaw.com, a leading resource in the franchise space. Head over to IndyFranchiseLaw.com learn more!

[1:00] Josh introduces today’s interview guest, Greg Sausaman, the CEO of Topper’s Craft Creamery.

[1:37] Josh welcomes Greg to Franchise Euphoria.

[2:06] Greg starts the interview by giving an overview of his history in the franchising industries which encompasses roles from both the franchisee and franchisor perspectives.

[4:54] Greg and his partner decided to create Topper’s to create a legacy company for people looking for long-term opportunities.

[6:47] From his research, Greg has found that free-standing ice cream shops are not thriving like they used to which is what led him to complementary branding.

[10:01] Greg takes a moment to explain complementary branding; he mentions that when you have two quality brands working together, it creates what is known as the “halo effect.”

[11:44] Topper’s follows the complementary branding model and has partnered with several businesses including Starbucks, Joffrey’s Coffee, Marriott, and Hilton to name a few.

[13:27] The Topper’s model is set up so that the partnerships are established at a national level rather than falling on the shoulders of the franchisee.

[15:55] Greg remembers his opportunity to meet and talk with Ed Rensi, former previous president and CEO of McDonalds, when he was writing his book Inside the Box, The Power of Complementary Branding.

[16:50] Inside the Box offers insight into how to leverage a brand inside of a brand and brings light to the discussion on complementary branding.

[18:17] In an industry that is trying to invent new concepts, one of the biggest challenges for Greg is getting people to think outside the box to achieve success.

[23:50] Greg encourages anyone who is considering either franchising their business or buying a franchise to really understand their core competencies.

[26:22] If you’d like to learn more about Inside the Box, it is available in both paperback and digital for Kindle on Amazon.com. You can also learn more about the Topper’s franchise by visiting topperscraftcreamery.com.

[27:35] Thanks for listening, and please, reach out to Josh anytime through email at josh@franchiseeuphoria.com. If you enjoyed this interview, please leave us a review on iTunes.

Mentioned in This Episode:

josh@franchiseeuphoria.com

www.franchiseeuphoria.com

www.indyfranchiselaw.com

https://topperscraftcreamery.com

www.insidetheboxbook.com

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Josh Brown

Hi! I’m Josh Brown, franchise attorney and creator of the Franchise Euphoria podcast. I’m just your average guy who loves to golf, eat hibachi, and immerse myself in the ever-expanding franchise world.

My goal is to navigate entrepreneurs and all people interested in the current events of franchises through all the hottest topics and most popular tools for success. Going on four years now, Franchise Euphoria is hotter than ever and ready to help you plan and execute a pathway to success.

Josh Brown

Great and applicable information from professionals in the franchise world that are doing it every day. I’ve listened to 3 episodes: Gutter Brothers, Woofies, and Cycle Bar. Enjoyed all and looking forward to hearing more.

Highly recommend. Great guests. Filled with tons of helpful information.

Josh and his wide variety of knowledgeable guests are truly rockstars! They deliver quality (and free!) franchise knowledge and advice in each and every episode. The great advice they provide, combined with the engaging way they deliver it had me hooked from the very first listen. Thanks for putting out such a stellar show Josh - keep up the great work!

This podcast provides the advice necessary to start building, growing, and scaling your business TODAY! The host asks probing questions of his guests that add value to the listeners in an immediately implementable way!

What do you get when you combine business savvy, legal expertice and a great personality? You get the ultimate podcast for franchise owners. Josh Brown brings it all togehter perfectly with Franchise Euphoria. Not only does he possess all of the skills and abiliites above, but he has great guests, asks awesome questions and created the ideal podcast for this niche. If you have a franchise, or are considering it, subscibe to this show and consume all of the content!

Started listening to Josh's podcast after the wife and I decided to buy a franchise and I quickly went through about 200 episodes on 1.5x & 2x, before signing on to purchase a franchise. Josh's info was an invaluable part of our decision to buy, and after listening to so many episodes, I felt like I knew and trusted him on a personal level, so it was a no-brainer to enlist his services when it came time to review the franchise agreement. Josh was super easy to talk to and very empathetic to our needs, and being first time business owners, we needed all the empathy we could get. Josh helped us negotiate a great deal with the franchisor and we were very happy with his services. Great podcast, great guy, great service to anyone involved in the franchise world!

Very interesting discussion. I found the information valuable.

I've just completed the legal process of franchising my business and have now begun selling franchises. Just found this podcast and it's an incredible resource! Great content and Josh is a very engaging host. Highly recommend for franchisors and franchisees.