Choice has embarked on an aggressive drive to recruit new minority franchisees and encourage minority suppliers.

Indicative of the types of franchisees the company seeks are James and Saundra Roath of Marco Island, Florida, who are building a Quality Inn & Suites hotel in nearby Naples, and Sandra Spears of Detroit, who is developing a Quality Suites hotel in Pontiac, Michigan. James Roath was one of the first African-American franchisees for McDonald’s and founded Perfection Industrial Distributors, one of the largest black-owned services companies in America.

A former high school and college track star from Pontiac, Sandra Spears is the first black woman to become a Choice franchisee. She founded Spears Global Marketing, a sales consulting firm, and has been active as a member of the Michigan Minority Business Development Council.

The company has increased its presence at such conventions as the annual meeting of the NAACP, the Black Enterprise Conference and regional trade shows aimed at promoting minority franchising. In addition, Choice has started a program of seminars on franchising for minority entrepreneurs at The Learning Center in its Silver Spring headquarters complex. Assisting in the program, entitled “Exploring the Potential of Franchising,” are the U.S. Chamber of Commerce, the International Association of Black Hotel Owners & Developers, and the U.S. Department of Commerce Minority Business Development Agency.