When it comes to building a successful franchise system, few leaders embody passion, purpose, and loyalty quite like Paul Pickett, CDO/EVP of Franchising of Wild Birds Unlimited. In a recent episode of The Franchise Leaders Forum Podcast, Paul shared insights from his more than three decades with the brand and reflected on what it takes to create a culture that thrives through consistency, trust, and genuine connection.
A Culture Built on Values
At the heart of Wild Birds Unlimited’s success is a strong, values-driven foundation. Paul explains that one of his guiding principles has always been, “How you do anything is how you do everything.” This mindset encourages everyone across the organization. Whether at the Franchise Support Center or in a local store to approach every task with care, integrity, and excellence.
That level of intentionality is what allows WBU to maintain its warmth and authenticity even as it grows. “It’s about staying connected to our mission and ensuring our franchisees feel supported, heard, and empowered to share the joy of backyard bird feeding with their customers,” Paul said.
Listening, Learning, and Leading
One of the key themes Paul discussed was the importance of creating a “feedback culture.” Through tools like the Franchise Business Review surveys, the brand consistently measures satisfaction, identifies opportunities for improvement, and celebrates what’s working well.
“Feedback is a gift,” Paul shared. “It’s how we continue to evolve and strengthen our system.”
This openness to feedback has helped WBU maintain one of the highest franchisee satisfaction ratings in the industry—something that doesn’t happen by accident. It comes from a deep commitment to listening, learning, and leading with humility.
Balancing Growth and Culture
As Wild Birds Unlimited has grown, Paul emphasized the importance of transitioning from a personality-driven to a process-driven organization—without losing the culture that defines it. Processes provide structure and consistency, but it’s the people who bring those systems to life.
“Scaling a brand isn’t just about growth in numbers,” Paul explained. “It’s about deepening the relationships and trust that allow that growth to be sustainable.”
A Legacy of Loyalty
Paul’s leadership and longevity with Wild Birds Unlimited reflect his loyalty not only to the brand but also to its mission and community. His perspective is a reminder that true success in franchising isn’t measured only in store counts or sales, it’s measured in the impact you have on people’s lives.
Wild Birds Unlimited continues to thrive because its leadership leads with purpose, its franchisees operate with passion, and its customers feel that loyalty every time they walk into a store.
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