Escapology

Within the hospitality space, many franchises struggle to maintain profitability, largely due to the cost of goods sold.&nbsp;<a href="https://www.escapology.com/en/franchise?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ceo-burton-heiss-escape-room-franchise-2731350" target="_blank" rel="nofollow">Escapology</a>, the premium escape room franchise, leverages the hospitality model but focuses on high-margin entertainment, providing gameplay rather than goods. This, combined with robust corporate support, creates a sustainable, scalable pathway for franchisees. By eliminating the food from the hospitality equation and providing a turnkey system that solves complex game design, the brand is seeing rapid growth, expanding its footprint with both new and established franchisees.“When I first learned of&nbsp;<a href="https://1851franchise.com/escapology">Escapology</a>, my first comment was, ‘This looks just like the restaurant business without food costs,’” CEO&nbsp;<a href="https://www.linkedin.com/in/burtonheiss/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ceo-burton-heiss-escape-room-franchise-2731350" target="_blank" rel="nofollow">Burton Heiss</a> said in a&nbsp;<a href="https://www.youtube.com/watch?v=41L-sZO2y48&utm_source=1851franchise.com&utm_medium=article&utm_campaign=ceo-burton-heiss-escape-room-franchise-2731350" target="_blank" rel="nofollow">recent interview</a> with 1851 Franchise publisher&nbsp;<a href="http://linkedin.com/in/powills?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ceo-burton-heiss-escape-room-franchise-2731350" target="_blank" rel="nofollow">Nick Powills</a>. “If we think about food costs, best-in-class might be low 20s; in the old days, there was a lot of 30%. You add that amount of profitability to the bottom line. My honest thought was that I have so much more margin for error that we can really go out and explore how to grow.”As a veteran in the hospitality space, Heiss knows the model well. He made the leap to Escapology when a private equity group acquired a majority stake, and he decided to get his “hands dirty.” Bringing a sophisticated lens to the escape room world, and with the cushion of wider margins, Heiss has led the growth of Escapology, including the expansion of the brand’s corporate footprint to 20 locations. These serve as “sandboxes” for testing new initiatives and have been crucial in the transformation of the brand from a boutique concept to a high-performance franchise system that rivals the operational discipline of top brands.Below is a transcript of Heiss’s conversation with Powills. It has been edited for clarity, brevity and style.Nick Powills: All right, Burton, one scripted question, then everything else is off the cuff. Almost everyone has an accidental franchise story. How did you accidentally fall into franchising?Burton Heiss: I was in the restaurant business my entire life. I had done a little bit of franchising by accident but really had never been involved at an executive level for a franchisor. The good news is there aren't a lot of CEO-ready escape room people out there with that kind of experience. When our private equity group bought a majority stake in Escapology, they didn't have experience in that either. They reached out to someone they knew that had consumer-facing experience. I was so taken with the product, the business, the white space, and the opportunity that I said I didn't want to consult — I wanted to get my hands dirty and jump in.Powills: I want to set this next one up. There are times I do assessments where I look at a brand — like a taco brand I saw earlier this week. Their AUVs were about a million-five, but net profitability was about 8%. For a restaurant, that’s not awful. But at those numbers, once you pay 8% in fees, the franchisees make $0. You jump into this business, and the profitability is much different. Did that surprise you? Because it is still hospitality. What were your initial thoughts looking at a P&amp;L here?Heiss: Nick, you're spot on. My first comment was, "This looks just like the restaurant business without food costs." If we think about food costs, best-in-class might be low 20s; in the old days, there was a lot of 30%. You add that amount of profitability to the bottom line. My honest thought was that I have so much more margin for error that we can really go out and explore how to grow. In the restaurant business, you spend so much time trying to squeeze a little more juice out of the fruit. With this, we realized we had the opportunity to build a model that is sustainable and franchisable because of that margin.Powills: One counterpoint we've talked about is the perception of whether this is a fad. When you see independents close, it’s usually not because the category is bad, but because they were too bootstrapped. They made mistakes in real estate or leases and couldn't build a moat. The reality is that if this were a fad, the units wouldn't perform like they do. How did you look at overcoming that fad element?Heiss: Fads are defined by boom and bust, and escape rooms have already had that. The number of venues across the country and the world has actually been very stable for many years now. For me, the white space defined the opportunity. Regarding the independents that haven't made it — those numbers actually match the percentage of small businesses that fail across all industries. What is different in the escape room space is how fast the evolution has been. It’s almost like if the restaurant business started cooking over a campfire and, within 10 years, you had a modern kitchen. Keeping up with that — the real estate model, the technology, the marketing — is where the challenge lies. That rapid change is why some people think it's a fad, but the location count is stable.Powills: Think about a pizza brand. I could name 50 independent pizza businesses in Chicago because pizza doesn’t need a franchise to be a business. But with escape rooms, an independent often fails because they don't have the systems.Heiss: It would be like if, to open a pizza restaurant, you had to first build your own oven. Suddenly, that gets rid of a lot of those favorite local places. I don't know how to build a double-deck oven! That’s what is different about our industry. To design a game, build it, figure out the theming, the storylines, the props, and the puzzles — it’s complicated. If you had to build the oven yourself, you wouldn't see many non-franchised pizza places around.Powills: That’s why it is a business model meant for franchising. It’s like what Orangetheory did to the gym. They took a component, built a moat around it, and made it so that a franchisee needs that support to have a shot. You built the oven.Heiss: To use that Orangetheory example, we know there’s a cyclical fad element in fitness with direct competition. We have adjacent competition, but it’s typically very complementary. If people play an escape room, they usually play that room once. We like to say our only competition is a bad escape room — an experience that turns people off to the concept. There is an insulation there because you aren't going to have someone come in and directly take out the brand just by offering a slightly different version of the same thing.Powills: You have 20 corporate units. Most franchisors don't take that route. You’re testing the trials and the swings and misses yourselves.Heiss: When I first got here, we only had a few corporate locations. When we started to invest in that program, I was asked if we were going to be distracted. I said that being a bigger operator makes us a better franchisor. Your problems are now my problems times 20. I have to solve how we become more profitable. Now we have a sandbox. We don’t roll out something that hasn't been tested. I can bring data to show people the benefit of a new theme or a new licensing arrangement because we've proven the value.Powills: If there is a franchise buyer watching right now, what is the one thing you want them to know that they can't see on a website?Heiss: Come in and have the conversation. I was talking to some prospective franchisees recently who had just gotten a list of current owners to call. You could see a wholesale change in their approach afterward because they realized how helpful the network is. We are an open book. We have a relationship-driven process. So many people just don't know this is an opportunity yet; we just need them to have a listen.The other thing to understand is how the model de-risks the investment. In any business, a long payback horizon leaves you vulnerable to changes in the world. But if you can double your money in four years, the long-term risk of whether something is a "fad" essentially disappears. I don’t believe that’s the case here, but the math protects you regardless. Right now, our franchisees aren’t dropping out. They’re renewing. We are even making the proactive decision not to renew some older models that don't fit our current standards unless they "reload" with more games. The fact that the network is staying and reinvesting speaks volumes about the longevity of this brand.Watch the full interview above or&nbsp;<a href="https://www.youtube.com/watch?v=41L-sZO2y48&utm_source=1851franchise.com&utm_medium=article&utm_campaign=ceo-burton-heiss-escape-room-franchise-2731350" target="_blank" rel="nofollow">on YouTube</a>.To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/escapology.">https://1851franchise.com/escapology.</a>&nbsp;

Why Escapology is the Most Profitable Escape Room Franchise

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Burton Heiss has led the transformation of Escapology into a sophisticated entertainment powerhouse that prioritizes franchisee profitability and sustainable growth.

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Orlando, FL –&nbsp;<a href="https://www.escapology.com/en/franchise">Escapology</a>, the fast-growing escape room franchise, was recognized as one of the top 500 franchises in&nbsp;<a href="https://www.entrepreneur.com/franchise500">Entrepreneur’s Franchise 500®</a>, the world’s first and most comprehensive franchise ranking. Escapology has ranked&nbsp;<a href="https://www.entrepreneur.com/franchises/directory/escapology/335363">No. 280</a> for its outstanding performance across unit growth, financial strength and stability, operational and marketing support, and brand power.“For 47 years, the Franchise 500 has been the gold standard for identifying franchise excellence. This year’s ranking proves that the best brands don’t just survive changing markets; they thrive in them,” says Jason Feifer, Entrepreneur magazine’s editor in chief. “These 500 companies represent some of the most reliable pathways to business ownership in America, each one vetted through our rigorous analysis of what actually drives franchisee success.”Escapology’s placement reflects the brand’s continued focus on operational discipline, premium guest experiences and a scalable entertainment model built for long-term growth. With a strong development pipeline and ongoing investments in technology, training and game innovation, the brand has positioned itself as a leader within the global escape room category.“Being recognized among the top franchises in the country reinforces the work our team and franchisees put in every day,” said&nbsp;<a href="https://www.linkedin.com/in/burtonheiss">Burton Heiss</a>, CEO of Escapology. “This ranking validates our commitment to building a sustainable, hospitality-driven brand that supports owners while delivering unforgettable experiences to guests.”To view Escapology in the full ranking, visit&nbsp;<a href="http://www.entrepreneur.com/franchise500">www.entrepreneur.com/franchise500</a>. Results can also be seen in the January/February 2026 issue of Entrepreneur, available on newsstands January 13th.About EscapologyEscapology is the leading escape room franchise that has redefined the industry with a high-performance, hospitality-focused model. Founded in Orlando in 2014, the brand provides immersive escape room experiences where teams solve puzzles and complete tasks to escape. Now backed by private equity, Escapology has professionalized its operations and set the stage for its next wave of growth.Treating every guest interaction as a curated experience, not just a transaction; leveraging high-production-value games; and bringing exclusive IP partnerships, like Batman and Scooby-Doo to the game experience; Escapology focuses on quality and builds stickiness among guests.

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As consumers shift toward social entertainment rather than digital and purely transactional experiences, seeking human connection beyond a screen, the escape room industry is thriving. While it’s grown rapidly over the past decade, many escape room concepts are lagging or feel otherwise underwhelming.&nbsp;<a href="https://www.escapology.com/en/franchise">Escapology</a>, the leading escape room franchise, is changing that narrative. With an immersive approach that engages guests’ senses and keeps them in the moment for the duration of the game,&nbsp;<a href="https://1851franchise.com/escapology">Escapology</a> has professionalized the industry and positioned itself as “the Disney of escape rooms.”<h2>An Immersive Experience From the Time Guests Walk Through the Door</h2>One of the most immediate differences guests notice at Escapology is the environment. While many competitors focus primarily on the game rooms when designing the venue, Escapology views the entire venue as something to be carefully designed.“The moment you walk into the venue, it’s a Disney-level experience,” said&nbsp;<a href="https://www.linkedin.com/in/emma-fee-917032114">Emma Fee</a>, vice president of marketing. “Instead of walking into a waiting room that feels like a dentist’s office, the theming starts right when you walk into an Escapology. The feel is very rich and premium. From the woods to metal and leather, the materials and design make you feel like the experience is starting immediately.”This attention to detail extends into the escape rooms themselves. Depending on the theme of the room, the lighting varies, the materials change and the music is curated to guide the journey.“If you’re in the Pirate’s Curse room, you can smell the wood and the salt,” Fee said. “In the Haunted House game, we chose the music very carefully so the speed of the music changes as you’re progressing through the game. You do start to feel unsure of what’s going to happen, and it’s the extra element of the jump scare. When I was playing it for the first time, I felt my heartbeat getting faster. I knew a person wasn’t going to jump out at me, but there was still that atmosphere of anticipation.”<h2>Always Private and Personal</h2>Many boutique escape rooms reach capacity by combining groups of strangers, a practice that can lead to social friction or an otherwise diluted experience. Escapology, on the other hand, offers exclusively private rooms, no matter the size of the group or reason for visiting.“We have private game rooms because it’s just not fun to walk in on a date and end up in a room with a family and kids,” Fee said. “It changes the experience. And, people are generally more comfortable around their own group. You feel safer to be silly, fail, and ultimately succeed together.”The private, personal atmosphere also supports an environment that encourages true connection. In an era of digital dependence, Escapology offers a rare hour-long window of interaction and collaboration.“What I love is that you get people in the room, and they all put their phones down,” Fee said. “There’s no TV for them to watch. There’s nothing for them to do related to the digital world that we’re all so connected to. But they get to talk to each other; it’s a mechanism for human connection.”<h2>World-Class Licensed IP</h2>In addition to the environment Escapology offers and the human connection the model encourages, the brand leverages heavy-hitting intellectual property that creates instant recognition. By partnering with major studios, Escapology brings Hollywood-level storytelling to the local community.“Licensed IP is a big one,” Fee said. “Most independent escape rooms aren’t big enough to work with licensed IP and guarantee the minimums that we do for those contracts. For guests, though, playing a Batman or Scooby-Doo room provides a level of narrative quality and ‘wow factor’ that you simply can’t find elsewhere.”<h2>A Fun-First Philosophy for Every Demographic</h2>To maintain the “wow factor” throughout the experience, Escapology’s game masters take an adaptive approach, ensuring the game remains challenging while thoughtfully providing hints as they’re needed. Some escape room concepts pride themselves on low escape rates, but at Escapology, a “loss” is a missed opportunity for fun.With a supportive hint system that maintains the flow of the game, Escapology is an ideal choice for everyone from corporate teams to young families.“We want the majority of people to escape,” Fee said. “That way, they had a full experience. We don’t want people escaping in 30 minutes and feeling like they only got half of the experience, but we want to provide the right hints to help them escape before the one-hour mark and celebrate that success.”This supportive environment allows Escapology to cater to every demographic. Whether it’s a corporate team-building event or a birthday party using Escapology’s “Kids Mode” — which features a guided checklist to keep children engaged — the goal remains the same.“We don’t want the sanctity of the puzzles to get in the way of the fun,” Fee said. “Having fun is the priority. Solving the puzzles and being in that environment is secondary.”As Escapology continues its rapid expansion, it remains the gold standard for those looking to trade screen time for real-world adventure. For those seeking the premier name in immersive entertainment, Escapology’s adaptive game mastery, private-room model and immersive experience make it the clear choice.To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/escapology">https://1851franchise.com/escapology</a>.

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The boutique entertainment landscape is at a critical juncture. For years, the escape room category was defined by low-grade “padlocks and plywood” atmospheres, often run by independent operators who lacked the infrastructure to scale. Today, however, consumers are looking for premium, reliable and cinematic social experiences that digital platforms simply cannot replicate. <a href="https://www.escapology.com/en/franchise">Escapology</a>, the growing escape room franchise, is uniquely positioned to capitalize on this market shift.“The escape room industry has evolved,” said&nbsp;<a href="https://www.linkedin.com/in/shawnbaxter">Shawn Baxter</a>, chief development officer of Escapology. “There’s room for a wide range of experiences, but today’s consumers are increasingly drawn to immersive storytelling, premium environments, and consistent service. Escapology has focused on building a professionalized platform that delivers that level of experience at scale — empowering franchise partners and helping lead the next phase of growth for the category.”As the leading escape room franchise, the brand has redefined the industry by moving past hobbyist-focused roots toward a high-performance, hospitality-focused corporate model. Backed by private equity and led by a veteran leadership team with deep roots in the restaurant and hospitality sectors, the brand is currently soaking up market share left behind by independent operators who lack the resources to keep up as the market professionalizes.&nbsp;With a clear runway for growth and a perfected product, the window to secure prime territories and lead the consolidation of the fragmented niche is now.“We’re at a natural point of consolidation within experiential businesses,” Baxter said. “As the landscape matures, brands that combine disciplined operations with a strong customer experience are emerging as leaders. Escapology has focused on building a scalable, hospitality-driven platform that supports long-term growth.”<h2>Growth From Orlando Origins to Industry Leader</h2>Founded in Orlando in 2014, Escapology was born from a vision to elevate the escape room experience with a hospitality-driven approach and high-end production value. In 2016, Escapology began offering franchises. Since then, its growth has only been accelerated by high-production-value games and a commitment to an entirely private guest experience.With the backing of Peninsula Capital Partners, Escapology was further professionalized, which set the stage for a new wave of growth. With hospitality expert&nbsp;<a href="https://www.linkedin.com/in/burtonheiss">Burton Heiss</a> at the helm, Escapology has continued to evolve, achieving growth in notable markets and forging strong IP partnerships with major studios.“Our evolution was largely driven by understanding the role hospitality plays in the business,” Baxter said. “Bringing in world-class leadership and institutional backing allowed us to move from a local shop to a top national performer, all while delivering a consistent, premium experience.”<h2>Unmatched Differentiators and a Sustainable Business Model</h2>Escapology stands out by offering a professionalized version of the escape room experience that is hard to find elsewhere. The experience moat is built on several key pillars, including the completely private rooms, elite IP partnerships, X-Frame innovation and high-margin economics.Unlike competitors that mix groups of strangers to maximize capacity, thinking it’s benefiting the business, Escapology offers entirely private escape room experiences. Though the decision was initially a gamble, it has panned out, bringing a level of luxury and exclusivity to the experience that guests are more than willing to pay for.Exclusive IP partnerships grant franchisees access to titles like Batman and Scooby-Doo, which serve as organic marketing magnets that single-unit operators can't compete with.“Working with names like Batman and Scooby-Doo changes the math for our franchisees,” Baxter said. “They serve as marketing engines and traffic drivers, and when you pair that level of demand with a business that has virtually no inventory, you create a high-margin model that’s incredibly attractive to sophisticated investors.”Because the model provides gameplay rather than physical goods, it boasts strong profit margins with no cost of goods sold, creating an even more scalable model for franchisees.With robust infrastructure, including an experienced leadership team and a thorough onboarding process, Escapology franchisees have the resources they need to embrace and deliver on the truly unique Escapology model.<h2>Strategic Growth: The Road to National Saturation</h2>As Escapology grows, its strategy is driven by intentionality and market density. By focusing on high-performance markets led by sophisticated multi-unit operators, the leadership team is embracing a strategy that will empower franchisees to be the “mayors of their markets” and become true pillars of the community.“We’re seeking investors who have the capital to scale, but we’re also intently focused on partnering with community leaders,” Baxter said. “The ideal franchisee is someone who understands that they are in the business of making memories. We want franchisees who will lead their markets and leverage the Escapology platform to become the go-to destination for entertainment in their communities.”While there is potential for thousands of Escapology locations nationwide, the team is focused most immediately on growth in key markets like Pennsylvania, Ohio, Washington and Minnesota.For operators looking to lead the professionalization of the entertainment category, Escapology offers a high-confidence financial playbook in the booming experience economy.To find out more information on costs to buy this franchise, please visit&nbsp;<a href="http://1851franchise.com/escapology">1851franchise.com/escapology</a>.&nbsp;

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Redefining Hospitality: Why This CEO Left Restaurants for Escape Rooms

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