From McDonald’s to Wellness: Honest Lash Applies Lessons Learned to Create the Best Business Model

As a third-generation McDonald’s franchisee, Jonathan Ellis, founder and CEO of Honest Lash, has a rich background in franchise systems. Through both his own experience as an operator and discussions with previous generations, he quickly learned what processes do and don’t work in growing franchises. When he launched his emerging lash extension franchise, he leveraged this knowledge, ensuring the buildout was streamlined and recommended labor model was honed without losing the close-knit, family-style culture he values so much.

“The McDonald’s mindset is to have a speedy system that delivers quality service, and there is a playbook that helps you with every aspect of it — operations, service, people, leadership, management, product costs and labor costs,” explained Ellis. “I’m very proud to have come from that legacy and grown up in that world, and I also watched it work. I knew that the answer to every success was five ‘whys’ away, and I took advantage of that background knowledge when building the Honest Lash business.”

Because Honest Lash was built during the pandemic, Ellis knew he would need to employ an efficient business model. From start to finish, he made sure to cut back on unnecessary costs and additional complications associated with the build-out and start-up processes without losing the connection with and between franchisees that he so enjoyed in the McDonald’s system. Ultimately, this led to an efficient, low-cost build-out, decreased labor requirements and a close-knit support team to work closely with franchisees as they scale.

Simple Build-Out Requirements

Working in restaurants showed Ellis just how complex build-out requirements can be. Finding space for walk-in freezers, fryers, prep lines, front-of-house equipment and a dining space can be complicated, especially in challenging real estate markets. 

With his first few Honest Lash locations, Ellis was working to pivot within existing real estate without spending too much additional time or money.

“Honest Lash was something that didn’t require restaurant equipment, specialized plumbing or any other resources that would require specialized work,” explained Ellis. “Because the majority of the changes were cosmetic, there was not a ton of permitting or red tape to work through. A buddy and I went to the hardware store and picked up some paint and new lighting fixtures, and we were able to get it converted and opened in about a month.”

The typical Honest Lash location houses a few cosmetic stations, a front desk and a waiting area, but the majority of the equipment is relatively affordable and easily accessible, especially when equipment and build-out costs are stacked up next to other major franchisors. Because technicians set up a workspace as part of a larger open floor plan, franchisees also do not have to account for the additional funds and time required to construct individual rooms for each technician. 

While this is a major differentiator, substantially reducing the barrier to entry for franchisees, Ellis has also designed the system to work well with less labor.

A Trained Workforce Increases Efficiency in the Studio

“At McDonald’s, we had a staff of nearly 1,000 people across 17 restaurants,” said Ellis. “There had to be a team present for a large portion of the day, and we had to train and plan for efficient shift changes. While I’m not a fan of the skeleton crew, I knew we could make things easier with Honest Lash.”

Ellis explained that the average Honest Lash location can not only survive but thrive with two to five employees in the studio at a time, making the concept very friendly to franchisees concerned about labor shortages.

“We’re still hiring, training and staffing at a high capacity, so the quality and level of experience the client receives provides that sought-after human feel that can be lost in models where labor is too systematic,” said Ellis. “We hire and train people that believe in what we’re doing, and their passion has a positive impact on the daily operations of the entire studio.”

While a solid internal labor structure is important, Ellis pointed out that existing in the beauty and wellness space is especially helpful because many of the franchise’s employees are already trained or certified to some extent. When team members are hired having already completed educational courses and practical sessions, the Honest Lash team can focus more intently on training that focuses on Honest Lash specifically — not just how to complete a lash service.

“There are plenty of eyelash extension concepts on the market, but our clients come to and stay with us because of the experience they receive in our studios,” he said. “It’s about more than just the quality of the service itself, and our training provides that extra touch that helps us stand out.”

Big Business Strategy Applied to a Family-Run Concept

Ellis worked with his family in the McDonald’s system, and he has brought that same type of connection and support to the Honest Lash model.

“There is always a question of how big is too big,” explained Ellis. “I’ve experienced multiple different models in different industries, and I know how important it is to find that balance. Ultimately, I want to grow, but I’m not going to do anything that will sacrifice our honesty or effectiveness just for the sake of saying we expanded.”

As it expands through franchising, Honest Lash is leveraging connections within the network and ensuring that franchisees have direct access to the support teams and resources they need. With this, Ellis and his team are supporting entrepreneurs in building a powerful business for themselves and their families while ensuring they still feel connected to the larger brand.

“This isn’t a get-rich-quick scheme. This is a business where you can establish roots and have conversations about your future and your children’s futures,” explained Ellis. “We have the expertise and resources to run with the big boys, but we’re still just a phone call away. I’m a prime example of what can happen when a business is invested in and grows healthily, and I’m driven to create similar opportunities for Honest Lash franchisees.”

To find out more information on costs to buy this franchise, please visit https://1851franchise.com/honestlash