With a new franchise plan, Enniskillen General Stores aims to scale up without losing local flavour

As competition reshapes the convenience retail landscape, Enniskillen General Store is positioning itself as something different: a slower-paced, community-driven destination built around foodservice, local products and oversized scoops of ice cream.

Now, after growing to five locations, the Ontario retailer is preparing to franchise.

Thomas Sheehan, who owns Enniskillen General Store, says the company’s evolution reflects broader changes happening across the convenience sector, where retailers are increasingly shifting from transactional pit stops to destination-oriented experiences.

“What I think we’ve tried to create is like a destination, basically,” Sheehan says. “We’ve really tried to make ice cream the focus, so people really know us for the generous scoop of ice cream.”

That emphasis has helped shape the company’s identity. Sheehan says Enniskillen works to maintain nearly every flavour offered by Kawartha Dairy in stock at all times because customers often arrive with a specific flavour in mind.

“There’s always that one flavour that someone likes that we want to make sure they have,” he laughs. He keeps an eye on food trends and new flavours to draw both new and returning customers.

He mentioned there’s a lot of buzz around Kawartha Dairy’s collaboration with The Tragically Chip, a maple whisky flavoured ice cream with cherries and chocolate that supports the Breakfast Club of Canada. “That got more press and more hype and more people talking about ice cream than I think I've ever seen in 12 years of owning the store. Being partners with Kawartha dairy, it really took off. People are so excited; every day, we get half a dozen to a dozen people asking us, do you have that new Tragically Chip flavour?"

Building a franchise around community

When considering opportunities to expand the business, Sheehan approached Joel Friedman, president of JSF Franchise Group Inc. 

Friedman, who is also on the board of directors for the Canadian Franchise Association, is working with Sheehan on Enniskillen General Store’s franchise expansion strategy. He says the company approached his firm because while the business already knows how to operate successful stores, franchising requires a different expertise.

“Most people don’t know how to franchise,” Friedman says. “They know how to run a store, but they just don’t know how to franchise.”

According to Friedman, Enniskillen’s strong sales performance and differentiated identity make it an attractive franchise candidate. “People are looking for convenience stores,” he says. “But this is more of a general store than a convenience store.”

Friedman adds Sheehan intentionally avoids creating a highly corporate atmosphere. Instead, the focus is on maintaining a personalized feel tied closely to each community the stores serve. The franchise model will also emphasize local engagement. Friedman said franchisees will be encouraged to work with local charities, schools and community organizations.

“That’s what’s going to set us apart,” he says. “Really getting involved within the community.”

Controlled growth strategy

While Enniskillen is preparing for expansion, both Sheehan and Friedman stress that growth will be measured.

“We’re going to limit the amount of growth based on demographics and population,” Friedman says. Rather than saturating markets, the company plans to carefully space stores apart. In smaller communities, that could mean only one location operating within a market. “It's going to be a site where there may be two locations on the opposite side of the town”

The franchise system itself will rely on operational manuals, standardized training and ongoing support to maintain consistency between stores.

“There’s going to be a franchise agreement, operation manual and training,” Friedman adds. “The marketing is going to be consistent from market to market.”

At the same time, stores will retain some flexibility through localized products and merchandise offerings unique to each area. Sheehan says preserving the original atmosphere remains one of his top priorities as the company grows.

“When you come into an Enniskillen General Store, you’re going to get a greeting right off the bat,” he says. “We want people to take their time, walk around our store and enjoy themselves.”