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The company charges franchisees $1 up front plus a percentage of annual sales. Before the franchise is handed over, the manager must earn his Giant Tiger stripes by working for the company at least a year. Most franchisees come with recommendations from years of service in the retail business. 'We don't consider a person unless he has oodles of experience,' says Reid. [6]
The practice of issuing $1 franchises and of attracting the best managers from other chains has continued essentially unchanged since that time. In 2010, Reid reported that the issuing of no-cost franchises to experienced retailers "was a great way to get experienced people. Over the years we had a lot come from Woolworth, Kresge, Kmart and later Zellers." In the same interview, Reid stated that over twenty Giant Tiger franchises are now run by former Walmart employees, most of whom had been attracted by the same franchise system that he had introduced decades earlier. [4]
The first Giant Tiger franchise, for a store in Maniwaki, Quebec, was issued in the late 1960s to Jean-Guy Desjardins. The benefit of this new way of operating was felt immediately. Up to this point, Reid and his small head office staff had been trying to make all key decisions, with the result that, despite its small size, the chain was slow-moving and inflexible. But from the moment the change was made, "the [Maniwaki] store made money and I didn't have to do anything. [Jean-Guy Desjardins] did the advertising, he found the location, he merchandised it to suit his customers, he did everything…. And, I thought, 'by golly, that's a good system.' " [7]
The greater autonomy that could be permitted to franchise owners whose personal financial interests were symmetrical with those of the head office meant that there was less need for Giant Tiger to develop centralized systems. Eleven years after Giant Tiger's first experiment with franchising, Reid emphasized the flexibility that it gave his company: "The weakness of the chain stores is that they try to standardize." [6] Such standardization was not possible in a small chain which at the time maintained its low prices by locating in awkward and non-standard spaces such as converted bowling alleys or garages, [6] and which refused to put money into standardized fixtures or furniture, or to invest in standardized office systems. One newspaper reported that "Giant Tiger defiantly pretends the computer hasn't been invented. Its idea of a sophisticated inventory and accounting system is a bigger filing cabinet." [6]
In the early 1990s, as rumours spread of Walmart's likely expansion into Canada, Reid began to prepare his company for the challenges that would be associated with a much more competitive retail environment. He became a director of the Washington D.C.-based International Mass Retail Association [5] and began to travel regularly to American markets to study Walmart and the survival strategies of its more successful competitors. [7]
In more later years, Reid slowly relinquished direct control of Giant Tiger. In 1999, Reid resigned the presidency of Giant Tiger in favour of Jeff York, an executive with ten years' experience at the company. [10] In October 2010, Reid turned over the post of chief executive officer to Andy Gross, an executive with over 25 years' experience at Giant Tiger, who had, by this time, already inherited the presidency from Jeff York. [11] Reid remains chairman of the board. [11]
In 2013, news began to spread that the company was exploring the option of a possible sale. While the business remained profitable, Reid, as its largest shareholder, declared that he was looking for other opportunities after being in the business for more than 50 years. [12]
In 2010, even after handing over the reins as CEO, "Reid still goes to work six days a week." [4] However, he claimed that "I have been cutting down my involvement over the years. I used to come in at 6 a.m. and leave at whatever at night. Now I come in when I feel like it and leave when I feel like it." [11]
Reid had three children, including Canadian Member of Parliament Scott Reid. [13]
Gordon Reid died on July 8, 2023, at the age of 89. [14]
In 2010, the Retail Council of Canada awarded Reid its Lifetime Achievement Award. The press release for the award cited both Reid’s history as founder of Giant Tiger and the company’s $2 million in annual donations to charity and community associations.
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