SmartTalk Q&A: Danitra Bell
McDonald's Franchisee Follows in Parents' Footsteps
November 14, 2008
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For Danitra Bell, McDonald’s is a family business. To prepare for becoming a new franchisee, she learned from the best — her mom and dad.
From the age of 15, Bell knew that she wanted to follow in the footsteps of her parents, who joined the Golden Arches team two decades ago and now own eight franchises in the Baltimore area. To expedite her entry into the industry, Bell graduated high school in three years and college in three and a half years. She then spent two years working in the pharmaceutical industry to hone her supervisory skills and understand the corporate lifestyle.
As a new franchisee — at 27, one of the youngest in the Baltimore market — Bell enjoys working with her crew to develop their skills and help them reach their full potential.
Q. When your family first joined the McDonald’s team, what responsibilities did you have?
Bell: I often reminisce on the days when I would do my homework on the shelves in the back stock room of my parents’ restaurants. I was anxious to thoroughly complete my homework so that I could grab my stepping stool and assist the drive-thru team taking orders and/or preparing drinks, and stuffing Happy Meal boxes with toys. As I became a teenager, I began to learn other functions of the store and expanded to be able to do routine cash functions. As a young adult, I began to learn about the business and the crucial decision-making. I was able to understand and see how faster service would correspond with increased customer visits and sales.
Q. How did your parents get their start?
Bell: At that time, my mother was employed with Coca-Cola USA, a major supplier to McDonalds, and my father was an accountant with the federal government. My mother was participating at an information fair … and was engaged in a conversation with the McDonald’s National Franchising Manager. He felt that her work ethic and outgoing personality would make her a great candidate for the McDonald’s system. My parents, who naturally have entrepreneurial spirits, were elated to have the opportunity to apply. They had never even viewed McDonald’s as an attainable feat.
Q. What was it about being a McDonald’s franchisee that was so appealing to you even as a teenager?
Bell: At a young age, I quickly noticed how the McDonald’s restaurants’ employees, the owner/operators and the corporate partners were like a family. McDonald’s is a well-known, respected brand that is known for its consistent evolution, its people practices and community involvement. I knew the sooner I became involved, the sooner I would be able to make my contributions to an already great company. I feel that I am able to relate both to the consumers and my employees.
Q. Why do you think McDonald’s has been so successful at increasing the number of minority and women operators?
Bell: McDonald’s is committed to diversity and identifying with the community it serves. McDonald’s has unlimited resources to help special-interest groups succeed, and actively works to remove barriers that would discourage minority groups from inclusion. Committed to expanding in the diversity area and remaining focused, they have been supportive of groups that promote self-help for minority entities. It is part of their overall strategy
Q. What makes a good franchisee?
Bell: In my opinion, a good franchisee has to truly understand and be able to perform all aspects of the business. Nothing replaces hands-on work with my team. My primary focuses are to put my people first and focus on running clean, friendly and fast speed-of-service restaurants. A good franchisee also thoroughly understands the financial aspects of the business. Running a profitable operation is important and necessary to sustain and reinvest in the business in order to keep it viable.
Q. What challenges do you face in today’s economic climate?
Bell: Today’s economic climate has made it increasingly important to manage controllable costs such as utilities and wasted food. The biggest challenge is coping with the rising cost of food commodities.
Q. What’s it like working so closely with your family?
Bell: It is absolutely great. I have the fortune of learning from their years of experience, yet they are receptive to my ideas and suggestions. We all have clear roles and are working towards a common goal. I have an extreme sense of pride. I think I work harder and am more focused because I know that my decisions affect my families’ future as well. The most difficult part is not using the terms “mom” and “dad” in business settings … but Mr. and Mrs.!
Q. How far do you see yourself going with McDonald’s?
Bell: I hope to be a franchisee forever. I look forward to my parents being able to comfortably retire knowing that I will continue to grow their businesses and maintain their reputation as outstanding leading-edge operators. In the future, I hope to be the “benchmark” for other owner/operators. Ultimately, I would like to be a major multiple franchisee.
Q. What’s your favorite McDonald’s meal?
Bell: I am definitely a Filet of Fish Meal person … with a vanilla shake to drink! I love seafood, fries, and nothing beats a cold shake!
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