S1Ep235 Maximizing Field Support in Franchising with Angela Coté

Field support in franchising is often the make-or-break factor that determines whether a system thrives or stalls. While franchise development and operations get plenty of attention, the role of field coaching remains one of the most powerful, yet underutilized, levers for driving sustainable success across a franchise network.

Angela Coté, Founder and CEO of Field Coach Experts, has made it her mission to transform how franchise brands think about field support. With over 25 years of hands-on experience growing M&M Food Markets to nearly 500 locations, Angela understands firsthand that franchisee success doesn't happen by chance—it happens through intentional, effective, and scalable support systems.

Angela’s work goes beyond traditional consulting. Through Field Coach Experts, she helps franchise systems build out the training, professional development, and best practices needed to maximize the impact of their field teams. Her approach is rooted in the belief that empowered, well-supported franchisees are the foundation for system-wide growth, brand consistency, and long-term profitability.

At the core of field support in franchising is the relationship between the franchisor and the franchisee. Coté explains that strong field coaching is not about policing operations or enforcing compliance through fear. Instead, it's about developing trusted partnerships that empower franchise owners to reach their full potential. When franchisees feel supported—not scrutinized—they are far more likely to engage, perform, and remain committed to the brand's mission.

Effective field support begins with redefining the role of the field coach. Traditionally seen as inspectors or operational enforcers, field coaches must now be positioned as business advisors, leadership mentors, and accountability partners. Coté emphasizes that today's franchisees expect more than just checklists—they want strategic conversations that help them overcome challenges, identify opportunities, and build better businesses.

Angela also points out that field coaching isn't just about individual unit success. It plays a critical role in protecting brand integrity, ensuring consistency across locations, and creating a cohesive franchise community. When franchisees see the brand investing in their personal and professional growth, it creates a deeper connection to the system and fuels positive momentum across the network.

Field support in franchising also needs to evolve to meet the demands of a changing business environment. Coté highlights how the rise of virtual communication, changing workforce expectations, and increasingly sophisticated franchisees require brands to rethink how support is delivered. Modern field coaching must be agile, proactive, and highly personalized to resonate with today's owners.

Training field coaches is an essential piece of the puzzle. Coté advocates for a structured development path that equips field teams with the skills they need to succeed—not just operational knowledge, but also leadership coaching, relationship-building, and emotional intelligence. Franchise brands that invest in developing their field teams set themselves apart in a competitive market.

Another critical aspect Angela stresses is the need for data-driven coaching. Successful field support programs leverage performance metrics, benchmarking, and goal setting to guide conversations and track progress. Without measurable results, coaching can easily become subjective or disconnected from the broader business objectives.

Field support in franchising is ultimately about creating a win-win dynamic. When field teams are trained to coach rather than police, and franchisees are given the tools and encouragement they need to thrive, th