Here in Seattle, there is much talk about the recent City Council vote to raise the minimum wage to $15/hour.

That’s mostly a local issue, but one aspect has broader implications. Many franchisees of international brands – McDonald’s, Subway, Starbucks, etc. – are protesting they’re being treated as parts of their larger brands, rather than the small family businesses they see themselves to be.

This strikes me as wanting to have it both ways. They want the customer to think they’re part of the larger brand, even as they want the local authorities to treat them as the oppressed local little guys. Being largely an advocate for the customer, I find this curiously deceptive.

If what’s genuinely wanted is this mix of international brand and local affinity, perhaps renaming their businesses is in order. “Bob Smith’s McDonald’s,” “Gurinder Singh’s Starbucks,” and the like.

Don’t try to sell the big brand to the customer, and the small identity to the law. If you want both, do both.