Building a successful franchise system isn’t just about numbers—it’s about people, purpose, and long-term relationships. That’s the message from Paul Pickett, Chief Development Officer and Executive Vice President of Franchising at Wild Birds Unlimited, in his conversation on the Franchise Advisory Board podcast.
With more than 36 years in franchising, Paul has become a trusted voice in the industry. His philosophy centers on nurturing relationships and leading with integrity, two principles that have helped shape Wild Birds Unlimited into one of the most respected brands in the franchise community.
A Relationship-First Approach
Paul explains that franchise development isn’t about selling—it’s about connecting. Every potential franchisee who inquires about Wild Birds Unlimited is treated as an individual, not a transaction. The goal isn’t to close a deal quickly but to build a relationship rooted in trust and mutual understanding.
“Some of the best franchisees we’ve welcomed to the system are people we’ve known for years before they decided to join,” Paul shares. “We stay in touch, we listen, and we make sure that when they’re ready, it’s the right fit for both of us.”
This approach reflects Wild Birds Unlimited’s broader mission: helping people bring joy and nature into their lives by connecting with the birds right outside their windows. That sense of connection—between people, business, and purpose—runs deep throughout the organization.
Integrity as the Foundation
In an industry often driven by sales metrics, Wild Birds Unlimited takes a different path. The development team is not commission-based, allowing them to focus on finding franchisees who align with the brand’s values rather than simply meeting growth targets.
For Paul, integrity isn’t just a buzzword—it’s the foundation of everything they do. “We’re not just looking for someone who can run a profitable business,” he says. “We’re looking for people who care about our mission, who want to make a difference in their communities, and who will uphold the values that define our brand.”
This emphasis on character and culture has built a franchise network that feels more like a family—a community of passionate, purpose-driven owners who share a love of nature and a commitment to service.
Growing with Purpose
Paul also touches on the importance of sustainable growth. Instead of chasing rapid expansion, Wild Birds Unlimited takes a thoughtful, long-term view of development. Each new store is an opportunity to extend the brand’s reach in a meaningful way while maintaining the high standards and close-knit culture that define it.
That same long-term vision is reflected in the company’s structure. As a partial Employee Stock Ownership Plan (ESOP), Wild Birds Unlimited ensures that employees share in the company’s success and that its mission and values endure well into the future.
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