Jake Willett, a Layne’s Chicken Fingers franchisee who signed a deal in early 2024 to develop 10 restaurants in Arkansas, recently sat down with 1851 Franchise’s Nick Powills to share his journey into franchising and his vision for the future. Willett, who previously owned and sold a successful landscape maintenance business in Denver, has found a new passion in growing with the Layne’s brand.

After moving back to the South to be closer to family, Willett explored numerous franchise opportunities, attending Discovery Days and evaluating brands across the country. His search ultimately led him to Layne’s Chicken Fingers, where he was captivated by the brand’s strong culture, exceptional leadership team and comprehensive support system. Willett notes that Layne’s stood out for its focus on franchisee success, particularly in real estate. With a dedicated real estate team to guide site selection and construction, Willett felt confident in the brand’s ability to help him succeed.

For Willett, the combination of Layne’s strong operational model and its high-quality menu made the decision an easy one. He emphasizes the cost efficiency of building a Layne’s location compared to other concepts, as well as the brand’s commitment to helping franchisees grow. Willett describes his experience with Layne’s so far as “fantastic” and is excited for what lies ahead.

Willett’s goals with Layne’s include growing beyond 10 locations, establishing the brand as a regional powerhouse and giving back to the community. He’s focused on building one successful location at a time, leveraging his entrepreneurial experience and dedication to assembling strong teams. For Willett, great people are the foundation of any successful business, and he’s committed to fostering that culture as he expands with Layne’s.

With a clear vision and a strong partnership with Layne’s, Willett is poised to make a significant impact in the franchising world. His story is one of thoughtful decision-making and passion for building something meaningful, both for himself and his community.

A transcript of Powills’ interview with Willett has been provided below. It has been edited for clarity, brevity and style.

Nick Powills: All right, Jake, the first question is always the easiest, but it tends to be a longer one. How did you accidentally fall into franchising? How did you find your way to Layne's?

Jake Willett: I found my way to Layne's after I previously owned another business out of Denver that I ended up selling. My wife and I moved back home to the South — to the East Texas and Arkansas area. I ran into Layne's after deciding what was next. I went through the gamut of flying all over — talking to different franchises around the country — and I just fell in love with what Layne's had to offer.

Powills: When you were looking at these other franchise opportunities, did you get to the Discovery Day stage, or was it more on the periphery?

Willett: Both. I went to several Discovery Days. Most of them I was able to check off the list before that ever happened.

Powills: Interesting. Out of curiosity, you go to Discovery Day — what made you say no to the other brands you looked at?

Willett: A lot of it was the executive team. I didn’t necessarily feel comfortable with some of them. Some of it was other franchisees that I thought maybe weren’t a good fit, which probably scared me away as much as anything.

Powills: I’m always fascinated by that. When I’ve talked with franchisees, I ask about the final things that push them over the edge, and it’s usually one of two things: the business model has to be strong, and the culture. I’ve had a franchisee who was a longtime restaurant employee look at a restaurant brand, and the Discovery Day was so bad that he ended up buying into a flooring franchise instead. He said it just didn’t align. It’s fascinating because franchisors think they’re vetting you, but it’s a mutual vetting process to make sure the culture aligns and you actually want to be part of that club.

Willett: Correct.

Powills: You had a landscaping business that you built up. Why food? Or did the industry not matter as much as the culture fit?

Willett: I think it was twofold for me. What really got me interested was the opportunity to develop real estate. From there, it stemmed into what operating business I could put in that real estate to grow faster and be more successful. I looked at several different concepts, not limited to food. Ultimately, it aligned with doing something in the food industry. Once I met the Layne's team, it was almost instantaneous. I just knew that this was the direction I wanted to go.

Powills: I’ve told the Layne’s team before, you guys are in the real estate business that happens to be in chicken fingers. But the food is actually really good, which makes it unique. It’s rare to see these two aspects married so well in franchising.

Willett: Sure. The menu is fantastic; it has a lot to offer. From a real estate perspective, they have a great team — from site selection to construction. We’ve got a gorgeous building that I can build 20-25% cheaper than with other concepts, including building and FF&E [furniture, fixtures and equipment].

Powills: Do you think that optimized model is a gap franchisors aren’t solving? Is it something you noticed during your discovery process?

Willett: It’s incredible that more franchisees don’t recognize it. At the end of the day, whether you’re building your own real estate or not, you have a ton of money invested in a franchise. You want to make a return. When the building and equipment become so expensive that it doesn’t allow that, it’s a problem.

Powills: That’s where single-unit franchisees often stall out. They didn’t have the right capital going in, it cost more than expected and now they’re pinching pennies just to keep the business alive. It eliminates scale, and when someone else looks at the business, seeing a bunch of single-unit operators might signal it’s not the right match for scaling.

Willett: Correct.

Powills: Back to your landscaping business — did you plan to exit from the start, or did it just happen?

Willett: I didn’t plan to exit, but we had a great business that grew quickly and did extremely well. A couple of years in, private equity groups started reaching out. I always said no until I didn’t. It was the right time and place. Selling allowed us to get closer to home and raise our family around friends and family, which was really important.

Powills: When you exited, how did it feel? Were you happy, lost or confused?

Willett: All of those emotions.

Powills: Do you find yourself talking a lot inside your head, trying to navigate what’s next?

Willett: Constantly. But not just with exiting a business. I’m always trying to figure out the next move and how to do it successfully.

Powills: How do you stay motivated after building something successful?

Willett: I think it’s in your DNA. I love creating opportunities for myself and others. Taking an idea from concept to growth is the most rewarding thing I’ve ever done.

Powills: What’s your dream with Layne’s?

Willett: Right now, it’s one location at a time. We’re focused on quality with our first location and have a second one underway. I’m focused on today.

Powills: Throughout your answers, it all points back to people. Building great people around you seems to lead to building great businesses. Would you say people are the key to scale and success?

Willett: One hundred percent.

Powills: Now that you’re with Layne’s, are you cross-applying fundamentals from your landscaping business? Or is it different?

Willett: At the end of the day, I look for character in an individual. I found an operating partner who I believe is the best — not just from a talent standpoint but someone I have tremendous respect and appreciation for. When that feeling is mutual, it creates great chemistry and fun.

Powills: Some people bring financial capital and others bring character and grit. When those two things marry well, that character and hustle can be worth more than money itself.

Willett: Absolutely.

Powills: If someone is looking at Layne’s, what would you want them to know?

Willett: Layne’s is a great brand. It’s new, so that comes with challenges, but we’re figuring it out quickly and having a lot of fun.

Powills: Jake, thanks for sharing your story. Best of luck, and I look forward to where your journey takes you.

Willett: Thank you so much.

Watch the full interview above or on YouTube.

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