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Griswold Home Care Expands in California, Targeting the San Diego Market

As the demand for in-home senior care continues to increase, this non-medical senior care franchise is looking to expand in San Diego. The expansion will support both seniors looking to age in place as well as the strong entrepreneurial spirit of the city.

By Morgan Wood1851 Franchise Contributor
SPONSORED 4:16PM 10/19/22

Griswold Home Care, the non-medical, in-home senior care franchise with over 170 units across the U.S., is looking to expand in San Diego, California. The COVID-19 pandemic has created an increased need for Griswold’s in-home care, and the size of the senior population in the U.S. is only increasing. According to AARP, there will be more people aged 65 or older than under 18 by 2034. As demographic data continues to shift, Griswold Home Care’s expansion will bring accessible in-home care to seniors in San Diego and nationwide.

“One of the reasons we’re looking to expand in San Diego is we feel it's a very strong market from a demographic perspective,” explained Brian Hill, Griswold’s franchise development manager. 

A 2022 report states that there are currently 178,168 seniors in San Diego. “But also there's a large population of Veterans in the area,” he said, “So there’s a great opportunity for us to both place franchisees in a position to be able to help Veterans from a client standpoint, but also a potential to be able to help Veterans get into business ownership that may have interest in healthcare as well.”

Hill explained that there are a few Veterans who franchise with Griswold currently, and the brand is looking to expand that number. 

“I think Veterans are naturally inclined to help people because it’s something they do on a regular basis, and there is certainly a strong market in franchising because many Veterans want to own their own business,” he said.

While many people view Florida as a retirement state, Hill explained that there are seniors living in places nationwide that may be a bit unexpected. “Not everyone can move to Florida, and just about everyone would prefer to stay in their home rather than going into a facility,” he said.

2021 study found that 77% of adults aged 50 and over prefer to age in place rather than relocate to a facility. There is a sort of independence and familiarity that comes along with this freedom, and most people want to live out their last 20 or 30 years in a place they truly love. 

“It helps them be in a much better emotional state, too,” Hill said. “People can come to them freely, and there is more control of their environment. So we’re seeing a huge shift in that direction.”

Family Caregiver Alliance reports that the number of people who require care will reach 27 million by 2050, over double the amount using the same services in 2000.

Though Griswold is fairly new to the state of California with just one franchisee in Pasadena, Hill said that they are very excited about the expansion. “When you look at our leadership team, they have a lot of experience operating in California. We have a strong understanding of what it takes to be successful there, so we are excited to pass that knowledge to new franchisees as we bring them into the system in the state,” Hill explained.

The initial investment required to open a Griswold Home Care franchise ranges from $108,181-$181,431, including a $49,500 franchise fee. For more information about franchising with Griswold, please visit