When Herman Morgan decided to get into the fast-food business 10 years ago, he could have gone with just about any chain he desired. The retiree had the money to make a down payment to attract potential franchisers, as well as the assets to back up their faith in him.
But after looking at many offers in the field — from big chains to smaller, more ambitious start-ups — he was wooed by Church’s Chicken.
Why? Because the Atlanta-based company was doing something that recently has become a growing priority for many of the nation’s top chains: aggressively reaching out to minority entrepreneurs.
“It wasn’t a secret that they were trying to get more minorities into franchising,” said Morgan, who now owns two Church’s stores, in Stockbridge and Austell, and is looking to buy a third.
Fast-food franchisers — taking note of America’s changing demographics and looking for new entrepreneurs to spur growth — are seeing franchisee diversity as not just good public relations but good business, industry experts said.
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