Fressnapf launches performance programmes for franchisees

Fressnapf has launched a performance programme designed to reward successful and growing franchisees. The measure is intended to counteract the general stagnation in the pet market. The LZ was the first to report on the ‘incentive model’ today.

The report discusses how Fressnapf intends to defy the ‘slump in the pet sector’. According to the report, the Krefeld-based company reported a 7.4 per cent increase in total sales in its first balance sheet since Cinven's entry last year, but achieved a 0.5 per cent decline in the German market. Fressnapf had clearly communicated the shift towards stronger national companies since the end of 2024. This is intended to form the foundation for further growth of the entire Fressnapf Group. Among German operators with national and international markets, however, all of the top 20 providers except Fressnapf, Best Partners/Deuka, Lagerhaus (Baywa/RWA) and Raiffeisen Märkte (ZG) struggled with losses of between 0.5 and 5.7 per cent in 2024 compared to 2023.

Performance programmes, on the other hand, are a proven tool in franchising and particularly crucial in retail, according to the head office. ‘Ultimately, what counts is that we create a positive shopping experience for our customers,’ explained company spokesperson Sebastian Boms in response to a query from pet.

This is achieved through a compelling product range, dedicated employees and attractive prices. ‘That's exactly why it's important to us to systematically recognise and reward good performance. In the current financial year, we are therefore launching an incentive model in which the best markets among the top 100 franchise partners will receive a payout.’

The evaluation will be based on defined performance criteria such as high customer loyalty, customer-centric product range design, growth in omnichannel business, excellence in retail and an overall positive shopping experience. Partners will qualify via two separate rankings: one for the best absolute value and the other for the best development. ‘The top 50 stores in each category will be selected for a bonus distribution,’ reports Boms. ‘This ensures that we specifically reward those stores that perform particularly well for our customers.’