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Lawn Doctor Awards 14 Territories, Sells Out 2 Markets and Exceeds $220M Revenue Benchmark

The lawn care franchise entered 2024 on a high note after seeing more steady growth, national footprint expansion and internal development in 2023.

By Morgan Wood1851 Franchise Contributor
SPONSOREDUpdated 8:08AM 01/29/24

Over five decades after its founding, Lawn Doctor, the now-national lawn care franchise under the Happinest Brands umbrella, has established a strong presence across many major markets. In 2023, the brand only strengthened that presence further, awarding 14 new territories, driving first-year revenue, breaking into Minnesota and selling out both Boise and Salt Lake City. After meaningful growth of multiple types throughout the system, Lawn Doctor is prepared to continue its steady expansion with plans to award 15 new territories this year.

“We awarded 14 new territories this year, and we also had some transfers, which we feel is a good thing,” explained Eric Martin, senior vice president of franchise development at Happinest Brands. “Some of our owners have tenure of over 20 years with the brand, and this year, we had six owners retire. Lawn Doctor puts a focus on supporting franchisees as they grow, but we are also committed to, when the time is right, helping our owners monetize their assets and retire.”

These six transfers included purchases by brand new business owners as well as former employees and managers who found an opportunity to take ownership of the business they previously worked in.

In addition to the development of internal players, the Lawn Doctor leadership team also focused intently on system-wide progress in 2023. After decades in business, Lawn Doctor continues to drive progress, surpassing $220 million in system-wide sales, decreasing the length of the runway for franchisees to reach the seven-figure mark, and promoting customer retention and service expansion through new offerings like holiday lighting.

“In 2023, the average first-year sales for franchisees once again surpassed the previous year’s numbers, and we’ve seen our average revenue per customer increase, as well,” added Martin. “We’re proud to have demonstrated such consistent and stable growth, especially given the size and maturity of our system.”

Franchisees have taken note of Lawn Doctor’s progress, too. In the past five years, it has awarded a total of 75 new territories. Last year, it broke into Minnesota, sold out the Boise market with a former Chick-fil-A franchisee, sold out the Salt Lake City market and launched a new franchisee in Kansas City, a notoriously strong market for lawn care.

This year, Lawn Doctor aims to continue along its steady growth trajectory with plans to award 15 new territories. Though it already has a strong national presence, there are key markets that are not yet fully saturated and are quite amenable to a lawn care business. Lawn Doctor is interested in growth in Miami, Fort Lauderdale and Orlando, Florida; Chicago, Illinois; Des Moines, Iowa; the greater Kansas City area; Baton Rouge and New Orleans, Louisiana; Corpus Christi, Texas; Minneapolis and St. Paul, Minnesota; Tulsa, Oklahoma; Portland, Oregon; Seattle, Washington; and Southern California.

“Lawn Doctor has spent decades developing our systems, and we’ve long demonstrated our ability to support entrepreneurs in building valuable, sustainable businesses,” said Martin. “We’re excited to partner with driven franchisees this year to continue to expand our footprint and bring the best lawn care services to more families nationwide.”

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