Bruna Godoy Unveils New Diagnostic Framework to Recover Underperforming Franchise Units Effectively

Franchise operations expert Bruna Godoy has introduced a groundbreaking conceptual model to address unit underperformance, shifting the focus from generic sales tactics to precise diagnostics. Published in the International Journal of Engineering Technology Research & Management, her research introduces the Franchise Recovery Diagnostic Matrix, which evaluates struggling units across four critical domains: economic viability, commercial engine, operating discipline, and leadership capability.

The framework challenges the industry standard of defaulting to marketing or sales training when revenue declines. Godoy argues that these interventions often fail because they ignore underlying structural issues. By categorizing performance gaps into distinct domains, the model allows franchisors to identify whether a unit’s challenges stem from unsustainable cost structures, poor execution of daily routines, or a lack of managerial capacity, ensuring that corrective efforts are accurately targeted.

To complement this analysis, the paper outlines a structured 90-day intervention strategy divided into phases of stabilization, capability development, and strategic validation. This approach moves beyond temporary revenue fixes, providing a systematic pathway to determine if a unit can achieve long-term sustainability or if alternative measures, such as restructuring or ownership transition, are necessary for the health of the broader franchise network.