who to KNOW: Todd Barnum

For 15 years, Max & Erma's Restaurants Inc. resisted the urge to franchise. "I thought our concept was too complicated and expensive for a franchisee to get into business," Chairman and CEO Todd Barnum says.

Then about five years, ago the company teamed employee Rob Lindeman with a consultant who worked with Wendy's International. But the company didn't rush to open a franchise location.

"We wanted to get a great franchisee that we'd be proud of and that would do the brand justice,"

Enter Port Columbus International Airport. It didn't fit the requirements, but Barnum felt it was a great opportunity for a franchise operation. Max & Erma's unique franchise philosophy has evolved since that first franchised store opened in 1998.

"We started out with all kinds of rules, and we've broken them all," says Barnum.

When considering a franchise, the firm looks at the applicants financial wherewithal and experience in the restaurant business, and does a full analysis of the proposed site.

Franchising has been an effective way for Max & Erma's to penetrate markets that would not be targeted for corporate stores.

"We never would have invested in a corporate store in Sandusky," Barnum says. "... But our franchisee, Steve Schuster, already pwned a Perkins there and even though the store didn't meet our demographic standards, Steve has done very well there."

Nevertheless, franchising is not Max & Erma's top growth strategy. "We approach franchising as just an additional business opportunity instead of our primary means of growth," Barnum says. "But we may have more franchised stores than corporate one day."

How to reach: Max and Erma's, 431-5800. For information about the company's franchise program, visit www.maxandermas.com and click on "Franchise."