There’s a difference between chasing quarterly closes and building relationships that last decades. In this conversation with Paul Pickett, Chief Development Officer & EVP of Franchising at Wild Birds Unlimited, we explore how patient nurturing, integrity-first incentives, and a mission rooted in joy have grown a 363-unit brand where “the ultimate customer is a bird.”
Meet Paul Pickett
Paul’s an ornithologist by training, a theater buff, and a serious gardener—traits that mirror his franchising style: patient, observant, and purposeful. Wild Birds Unlimited is the largest (and only) franchise devoted to backyard bird feeding, with 363 stores across the U.S. and Canada. Its mission—“bring people and nature together”—is fueled by a consumable model (tons of seed) and grounded in community joy.
Nurture for the long term (not the quarter)
“You have to meet people where they are if you want to go someplace together.”
Paul rejects the “90-day close or cut” mindset. He’s awarded franchises years after first contact by staying in touch the right way—patient, personal, never pushy.
Relationships beat automations
“Sometimes it’s actually picking up the phone… or a customized email just to touch base.”
A years-long relationship with an independent owner turned into a perfect acquisition for an existing franchisee—because reputation and care came first.
Be royalty-sufficient; set incentives to protect integrity
“We’ve always been royalty sufficient… I’m also a non-commissioned house.”
When you’re not dependent on fees, you can slow down, pick the right owners one at a time, and keep standards high. Incentives predict behavior—design them to reward long-term success.
Joy is a metric (mission matters)
“Our mission is to bring people and nature together… it’s measurable by smiles.”
A backyard Oriole can change a day. That’s impact you can feel—and the kind that sustains a brand.
Wrap up Thoughts
Nurturing isn’t a drip sequence; it’s noticing, remembering, and calling when there’s nothing to sell. Integrity isn’t a slogan; it’s how you structure compensation, pace growth, and make decisions when no one’s watching. This conversation reinforced that reputation over revenue is both the right stance and the durable strategy—and tools like ClientTether can help franchisors track the human touchpoints that turn leads into lifelong partners.
