Western Restaurant Franchises Inc. (WRFI) launched its Associate Franchisee program in January 2024.  The program was designed to create a stronger sense of ownership, accountability, and financial alignment for top-performing operators. The program empowers Associate Franchisees to think and act like owners, with greater decisionmaking authority and direct responsibility for business performance. 

Associate Franchisees are handselected leaders responsible for single or multiple restaurant units, replacing traditional Area Manager and General Manager structures in most markets. They are fully accountable for operational results, people leadership, community engagement, and financial performance, with an emphasis on delivering exceptional guest experiences.

Associate Franchisee’s compensation includes a competitive base salary and a Profit Participation Program directly tied to restaurant performance. Earnings increase as restaurant performance improves, reinforcing entrepreneurial behaviour and disciplined cost management.

The program is supported by Regional Directors and the President of WRFI, ongoing peer collaboration, and annual Associate Franchisee retreats focused on leadership, financial acumen, people management, and community relations.