During the International Franchise Association’s annual conference, IFA 2022 in San Diego, CA, Hughes senior marketing director Carl Udler received his Certified Franchise Executive (CFE) certification, along with 30 other professionals in his cohort. Mr. Udler joins Tim Tang as the second Hughes executive to earn this credential.
“As an industry-respected credential, the CFE shows those in the franchise community, including our customers, that we’re not here just for show. We’ve put in the time, attended courses, gone to events and conventions, and participated in group meetings. We’re committed to the industry and to expanding our expertise,” Mr. Udler explained. “Hughes now has two of us with CFEs; we don’t see that with our competitors. For Hughes, it means we’re better equipped to serve in a consultative role when working with customers, because we truly understand the ins and outs of franchising.”
As part of IFA’s Institute of Certified Franchise Executives (ICFE) program, franchising professionals like Mr. Udler pursue two to three years of quality training and education to reach a recognized standard of excellence in the franchising community. They must earn at least 3500 credits by attending educational programs spanning both broad and specific topics; attend multiple industry conferences; participate in breakout sessions; webinars; and complete mandatory classes about franchising, including FRAN-GUARD, a foundational course about franchising and compliance. Candidates must also demonstrate prior professional experience. Mr. Udler has served the franchise market for Hughes since 2007, supporting customers like KFC, Pizza Hut, Taco Bell, Carl’s Jr. and Costco Optometry, as well as several retail petroleum brands including Phillips 66, ExxonMobil, Chevron, and BP.
“Early on in my career, I remember meeting with a Hughes customer who owned a KFC franchise. I was explaining all of the technologies and services that Hughes offers. He stopped me and said pointblank: ‘I have no idea what you’re talking about, I fry chickens,’” Mr. Udler said, laughing at the memory. “That was an important lesson for me. Solutions have to make sense to the franchisor and franchisee. And brands need to know how a recommendation will help them either save money or make more money.”
With a degree in business and an MBA in strategy and marketing; a strong technology background based on more than 20 years at Hughes; and his new CFE designation, Mr. Udler offers a unique blend of expertise to benefit all types of franchise operations and enable them to reach their goals. Go here to see why Hughes is your partner of choice in the competitive franchise marketplace.