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Now more than ever, local marketing is critical to the strength of franchisee-owned businesses.&nbsp;Thanks to the COVID-19 crisis, consumer spending has tightened and foot traffic has all but disappeared. As small businesses fight tooth and nail for survival, they cannot afford to be anything less than top-of-mind among their patrons.&nbsp;It is essential that franchise brands hone and increase their local marketing efforts to support franchisees at the store level. But too many franchisors are still missing a few key components of an effective franchisee marketing strategy.To help franchisors fill in the gaps of their local marketing strategies, 1851 gathered a panel of franchise marketing experts for an exclusive webinar revealing some of the most important secrets to franchisee marketing.“Shh, Don’t Tell Anyone: The Secrets To Franchisee Marketing” features insights and tips from <a href="https://www.linkedin.com/in/powills/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=learn-the-secrets-to-franchisee-marketing-2714599" target="_blank" rel="nofollow">Nick Powills</a>, 1851 Franchise Publisher; <a href="https://www.linkedin.com/in/jessicamartin3?utm_source=1851franchise.com&utm_medium=article&utm_campaign=learn-the-secrets-to-franchisee-marketing-2714599" target="_blank" rel="nofollow">Jessica Martin</a>, Marketing Specialist with <a href="https://www.payrollvault.com/franchise/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=learn-the-secrets-to-franchisee-marketing-2714599" target="_blank" rel="nofollow">Payroll Vault</a>; <a href="https://www.linkedin.com/in/dawn-kroeger-0701198/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=learn-the-secrets-to-franchisee-marketing-2714599" target="_blank" rel="nofollow">Dawn Kroeger</a>, Marketing &amp; Communications Director with <a href="https://franchise.twomenandatruck.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=learn-the-secrets-to-franchisee-marketing-2714599" target="_blank" rel="nofollow">Two Men and a Truck</a>; and <a href="https://www.linkedin.com/in/localseo/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=learn-the-secrets-to-franchisee-marketing-2714599" target="_blank" rel="nofollow">Michel Leconte</a>, CEO of <a href="https://www.seosamba.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=learn-the-secrets-to-franchisee-marketing-2714599" target="_blank" rel="nofollow">SEOSamba</a>.You can watch the full hour-long webinar above, and we’ve captured just a few of the main points below.&nbsp;<h4>Why Is Franchisee Marketing So Important?</h4>According to Kroeger, franchisee marketing is at the very heart of why entrepreneurs get into franchising in the first place.“When you join a franchise company, you’re looking for guidance and for historical information on what works and what doesn’t, because if you weren’t, you would just start your own Tom’s Moving Company. We’re going to share, ‘here’s what we know from 35 years of experience in this moving industry, in customer service’, and we know these are the tactics that work to drive leads and build your brand locally, because we also have 300 other locations telling us what works, and we’re aggregating everyone’s information — we can scale it,” Kroeger said.<h4>How Can Franchisors Prepare Franchisees For Successful Local Marketing From Day One?</h4>Martin says that Payroll Vault provides every new franchisee a pre-packaged suite of tools and resources to ensure effective marketing in any market.“When we onboard a franchisee, we set them up with a very basic checklist and outline of what they should be doing right out of the gate,” Martin said. “And then, as their marketing matures, as their business is maturing and their reach is maturing, then we guide them, and we actually outline a quarterly business development and marketing plan for them. So it becomes more of a cut-and-paste. So we have a full library of communication templates that we’ve developed [and] imagery to go along with it that [is consistent with] our brand standards and guidelines. And then we also outline the marketing messaging behind the sales focus for that quarter.”<h4>Marketing The Right Way, To The Right Audience</h4>Knowing your audience is crucial, Powills said. “I’ve sat in a marketing advisory council meeting where the franchisee said, ‘our target is everyone from 2 to 99,’ and I’m like, ‘boy, you’re going to need a lot of marketing dollars to get after everybody who is between 2 and 99.’ So that’s a question for franchisees to ask back to the franchisor: ‘Who should my target audience be, and what data can we pull from all these other franchisees that can tell me who I should be targeting.&nbsp;Who is the most likely to spend money with us, who’s most likely to spend the most money with us, what is the average ticket for these demographics?’”Powills says every franchisor needs to clearly establish what he calls “the why you, why now?”“Why would anyone care about you, and why would anyone care about you now?” Powills asked. “If that message is not clear when you’re spending all these dollars on marketing, then you’re just a logo.”In short, franchisees and franchisors alike need to “understand who your target is, deploy the right message and be willing to ask the questions,” Powills said.&nbsp; “As you go into 2021, start writing down some of the goals you want to achieve so you can work backward and figure out the spend.”<h4>How Can Franchisees Make The Most of Their Marketing Resources?</h4>According to Leconte, franchisors provide the tools and framework for effective marketing, but it’s up to the franchisee to leverage those resources.&nbsp;“You can’t expect everything from the franchisor, they can’t be engaged at the micro-level with the committee, but they can give you the tools to enable that engagement on your part so that you can showcase your work on social media, for instance,” Leconte said.&nbsp;As for how to create a high-impact social media marketing campaign, Leconte says specificity is critical.“Typically what we’ve found will be most effective at the franchisee level is to boost and promote posts that actually contain an offer —&nbsp;something that is very specific —&nbsp;because those audiences on social networks get depleted very quickly at the local level. If you’re using very basic messaging, you need to renew that messaging over and over very quickly so it becomes very tempting,” he said. “So, specific offers are great for that because they tend to give you an answer very quickly as to whether or not this is working for you, and if it works today or for the next three days, it’s great. Keep in mind that it might not offer the same return on investment six days from now because of that depletion effect — the fatigue that comes from a social network presence.”<h4>Maximizing The Impact of Pay-Per-Click Marketing</h4>“What we’ve found when looking at pay-per-click accounts is that lots of the budget is getting wasted,” Leconte said. “And there is a very easy trick to see at a glance whether you are wasting a lot of your budget: number one, you need to make sure that you have access to those accounts, so you need to require transparency from your provider. Number two, once you get into those accounts, take a look at the keywords and the search terms. If you look at the search terms, those are the actual queries that people are using to see and click your ads. So if you see lots of keywords here that are irrelevant to your business, then you are wasting a lot of your budget.”&nbsp;<h4>Franchisee Marketing Advice for 2021</h4>As brands enter 2021, Powills advises marketers to consider how the landscape has shifted. Take radio, for instance.“As much as radio continues to be tempting, take the insight that more people are working from home and probably not listening to the radio. If you’re going to deploy a budget into radio, make sure you’re doing it with purpose,” Powills said. “Pre-COVID, I would always buy around weather and traffic, because that’s what gets people to tune into the radio and listen to those things, but the value of radio advertising may have shifted.”Secondly, Powills pointed toward a trend in social media that is making that world “less social and more media.”“If you want your Facebook post to get the interaction or return on investment of the time you put into it, you’re going to have to put money against it,” Powills said. “So I do think there’s actually going to be an exodus of local pages on Facebook, on Instagram on Twitter for franchisees because of time and money and energy it takes to manage those things and potentially the lack of return unless you are willing to put more money into it.”For more tips and insights into how franchise brands can increase the impact of their local marketing efforts in 2021, watch the full webinar in the video up top.

Learn the Secrets To Franchisee Marketing

1851 Franchise

https://www.youtube.com/embed/2o-k2ZGc2Ks

A panel of franchise marketing experts joined 1851 Publisher Nick Powills to discuss how brands can maximize the impact of their local marketing efforts in an exclusive webinar. 

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TruBlue Home Service Ally

TruBlue’s Sean Fitzgerald on Aging in Place, Fall Prevention and Building a “Home Service Ally”

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Right at Home

Right at Home Targets Springfield, Westfield and Nearby Rural Communities for In-Home Care Growth

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The Coffee Bean & Tea Leaf

Multi-Unit Franchising Conference, The Coffee Bean & Tea Leaf, Booth 1934

The Coffee Bean & Tea Leaf to Meet with Multi-Unit Candidates at MUFC 2026

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Photo of Right at Home Simi Valley owner Sacha Butts

LA BUSINESS JOURNAL: Veteran Brings Right at Home to Simi Valley

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Biscuit Belly Franchising

Biscuit Belly Targets Expansion in Houston as the Franchise Brunch Brand Seeks Texas Growth

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Design with Precision Garage Door Service team members

RF Investment Partners and Burlington Capital Join Forces to Acquire Top Precision Garage Door Franchise

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Private Equity Fuels Jiffy Lube’s Next Chapter as Monomoy Strikes $1.3 Billion Deal

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McDonald’s and Burger King Take the QSR Burger Wars to Social Media

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Yum! Brands Pizza Hut Sale - 1851 Franchise

Possible Pizza Hut Sale Signals Shift in Yum! Brands’ Franchise Strategy

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Restaurants Stand Out in 2025 Hiring as Consumers Look for Simple Treats

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<a href="https://hardeesfranchising.com/">Hardee’s</a>, a 65-year-old burger chain best known for its Thickburgers and breakfast biscuits, is facing a fast-moving round of closures driven by a franchise dispute rather than a bankruptcy filing.&nbsp;<a href="https://www.inc.com/ava-levinson/hardees-shutting-dozens-restaurants/91282586">Inc. recently reported that</a> 77&nbsp;<a href="https://1851franchise.com/franchise-deep-dive-hardees-franchise-costs-fees-profit-and-data-2721286">Hardee’s</a> restaurants are expected to close within two weeks as one of the brand’s largest franchisees exits the system.&nbsp;According to the report, Hardee’s is suing&nbsp;<a href="https://www.arcburger.com/">ARC Burger</a> — a franchise operator owned by&nbsp;<a href="https://www.highbluffcap.com/">High Bluff Capital Partners</a> — alleging the company fell behind on required payments and other contract obligations. Twenty-eight locations had already gone dark as of late December, with remaining sites scheduled to shutter across eight states: Alabama, Florida, Georgia, Illinois, Missouri, Montana, South Carolina and Wyoming.&nbsp;At the center of the complaint is the franchising “stack” of ongoing fees and pass-through costs that keep a system running. ARC Burger allegedly owes more than $6.5 million, including royalties, advertising fund contributions, technology and training fees, rent and taxes, and that payments stopped in December 2024. Hardee’s also argued in the lawsuit that the franchisee’s cash flow was not being used to bring accounts current.&nbsp;Hardee’s, for its part, is framing the shutdowns as a contractual enforcement issue, not a brand-wide retrenchment. “These closures are a result of ARC Burger’s failure to cure its defaults under its franchise agreements, despite solid sales,” a Hardee’s spokesperson said.&nbsp;The situation highlights a familiar franchising pressure point: unit economics. Inc. reported that Hardee’s operates more than 1,800 U.S. restaurants and that average annual sales per location are less than $1.2 million, well below averages cited for&nbsp;<a href="https://1851franchise.com/franchise-deep-dive-wendys-franchise-costs-fees-profit-and-data-2722520">Wendy’s</a> and&nbsp;<a href="https://1851franchise.com/how-much-does-it-cost-to-buy-a-mcdonalds-franchise-2724654#stories">McDonald’s</a>. Lower volumes can leave franchisees with less room to absorb higher labor, food and occupancy costs while staying current on fees.&nbsp;Hardee’s said it is working to limit fallout for workers and communities and is looking for ways to reopen closed restaurants. For franchising, the next chapter will likely involve finding replacement operators, transferring sites and rebuilding compliance — a reminder that franchise growth depends as much on franchisee solvency and execution as it does on consumer demand.Read the original article&nbsp;<a href="https://www.inc.com/ava-levinson/hardees-shutting-dozens-restaurants/91282586">here</a>.Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit&nbsp;<a href="https://www.1851growthclub.com">www.1851growthclub.com</a> and start your journey.

Hardee's Franchise - ARC Burger Lawsuit - 1851 Franchise

The closures stem from alleged unpaid royalties and missed franchise obligations by a major operator, not a broader chainwide collapse for the Hardee’s system.

Hardee’s Lawsuit Targets Franchisee as 77 Restaurants Prepare to Shut Down

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<a href="https://www.yum.com/wps/portal/yumbrands/Yumbrands/">Yum! Brands</a> is considering a potential sale of Pizza Hut and plans to close 250 underperforming U.S. locations, according to a&nbsp;<a href="https://simplywall.st/stocks/us/consumer-services/nyse-yum/yum-brands/news/yum-brands-weighs-pizza-hut-sale-as-portfolio-reset-accelera">recent article on Simply Wall St</a>. For the franchising industry, the significance is less about the stock and more about what it says about how large franchisors are managing brand portfolios in a high-cost operating environment.<a href="https://1851franchise.com/pizza-hut-franchise-deep-dive-2722519">Pizza Hut</a> is one of the most recognizable names in franchising. If Yum! decides to sell it, that would be a notable shift for a company built on a multi-brand platform. For years, large brand groups have argued that operating multiple concepts creates advantages, including shared resources, stronger purchasing power and the ability to invest in technology across the system. A sale would suggest Yum! believes those benefits no longer outweigh the effort required to improve Pizza Hut’s performance.The planned closures may have the most immediate impact on franchisees. When a franchisor reduces its footprint, it can change how the brand performs in local markets. Fewer locations can mean less convenience for customers, which can hurt overall traffic. It can also weaken the effect of local advertising when there are fewer restaurants supporting promotions in the same trade area.Closures can also affect store-level economics in ways that go beyond the locations that shut down. In some markets, remaining franchisees may pick up some displaced demand. In others, customers may switch to competitors. The changes can also affect local co-op advertising budgets and, depending on how purchasing and distribution are structured, can influence costs tied to volume.The move comes as competition in pizza remains intense, with&nbsp;<a href="https://1851franchise.com/franchise-deep-dive-dominos-pizza-franchise-costs-fees-profit-and-data-2725506">Domino’s</a> and&nbsp;<a href="https://1851franchise.com/franchise-deep-dive-papa-johns-franchise-costs-fees-profit-and-data-2724607">Papa Johns</a> continuing to push delivery, digital ordering and value-focused offers. Simply Wall St notes Yum! has been rolling out its Byte digital platform across brands. If Yum! changes Pizza Hut’s role in the portfolio, it could also change where the company focuses its technology and marketing investment.For franchise systems watching from the outside, Yum!’s review is a reminder that growth is not always the main priority. Sometimes the bigger decision is whether a legacy brand can be improved inside a platform or whether it will perform better under a different owner and a different plan.Read the original article&nbsp;<a href="https://simplywall.st/stocks/us/consumer-services/nyse-yum/yum-brands/news/yum-brands-weighs-pizza-hut-sale-as-portfolio-reset-accelera">here</a>.Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit&nbsp;<a href="https://www.1851growthclub.com">www.1851growthclub.com</a> and start your journey.

Yum! is reviewing the brand and closing 250 U.S. locations, a move that could affect franchisees and reshape its restaurant portfolio.

<a href="https://www.mcpfunds.com/">Monomoy Capital Partners</a> has entered into a definitive agreement to acquire&nbsp;<a href="https://1851franchise.com/franchise-deep-dive-jiffy-lube-franchise-costs-fees-profit-and-data-2720873">Jiffy Lube International</a> from Shell for&nbsp;<a href="https://www.mcpfunds.com/news/monomoy-capital-partners-signs-definitive-agreement-to-acquire-jiffy-lube-from-shell/">approximately $1.3 billion</a>.Founded in 1979 and headquartered in Houston, Texas, Jiffy Lube helped pioneer the fast oil change industry and today operates more than 2,000 service centers across North America. The brand serves roughly 19 million customers each year and has expanded beyond its core oil change service to include a broader range of automotive maintenance offerings, such as brake, battery and tire services through its Jiffy Lube Multicare model. Over the past four decades,&nbsp;<a href="https://1851franchise.com/advice-from-a-multi-unit-franchisee-steve-isom-jiffy-lube-2726482">the company has built a significant franchise network</a> that has helped maintain its position as a leader in the quick-service automotive maintenance sector.“Few brands have the heritage and scale of Jiffy Lube,” said&nbsp;<a href="https://www.linkedin.com/in/lee-mlotek-344a795">Lee Mlotek</a>, managing director of Monomoy, in a press release. “As the original pioneer of the fast oil change, Jiffy Lube reshaped the industry and remains the market leader today. We are incredibly excited to partner with our franchisees to enhance the customer experience and value proposition that has made Jiffy Lube a trusted name for generations.”The private equity firm, which manages more than $5.3 billion in assets across its investment funds, has a history of investing in middle-market manufacturing, distribution and service companies.&nbsp;The deal also reflects a broader trend of&nbsp;<a href="https://1851franchise.com/why-franchising-and-private-equity-make-such-a-good-match-2720921">private equity investment in franchising</a>, as institutional investors increasingly view franchise systems as attractive platforms for long-term growth. Franchise brands often combine predictable revenue streams, strong brand equity and scalable expansion models, making them appealing targets for private equity firms seeking stable cash flow and opportunities for operational improvement.&nbsp;Read the original press release&nbsp;<a href="https://www.mcpfunds.com/news/monomoy-capital-partners-signs-definitive-agreement-to-acquire-jiffy-lube-from-shell/">here</a>.&nbsp;Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit&nbsp;<a href="http://www.1851growthclub.com">www.1851growthclub.com</a> and start your journey.

Monomoy Capital Partners’ acquisition from Shell positions the iconic automotive service franchise for independent growth across its 2,000-location North American network.

According to a&nbsp;<a href="https://www.businesswire.com/news/home/20260312305776/en/RF-Expands-Residential-and-Commercial-Services-Portfolio-with-Investment-in-Precision-Garage-Door-Service-Franchisee">recent release</a>,&nbsp;<a href="https://rf-partners.com/">RF Investment Partners</a>, a group focused on flexible capital solutions and value-add support to lower-middle-market businesses, has teamed up with&nbsp;<a href="https://www.burlingtoncp.us/">Burlington Capital Partners</a>, a group focused on family, founder and operator-owned lower-middle-market businesses, to acquire a prominent multi-territory&nbsp;<a href="https://franchise.neighborly.com/precision-door">Precision Garage Door Service</a> franchise.The investment marks the seventh platform for RF within the service space. Precision Garage Door Service, which is part of the larger&nbsp;<a href="https://www.neighborly.com/">Neighborly</a> ecosystem, specializes in the installation, maintenance and repair of garage doors.&nbsp;“We are proud to partner with management and the Burlington team to support continued growth by investing in people and operational excellence,”&nbsp;<a href="https://www.linkedin.com/in/peter-fidler-6787143">Peter Fidler</a>, managing partner and co-founder of RF Investment Partners, said in the release. “The sector continues to present compelling opportunities given the essential nature of garage door repair, and we look forward to building on Precision’s strong foundation to drive long-term value.”This deal is part of the broader trend toward institutionalized multi-unit and multi-territory operators. Previously, franchising was largely viewed as the place for “mom-and-pop” businesses. And while franchises remain small, local businesses, the aggressive entry of private equity firms focused on operators (franchisees) rather than the brand (franchisor) is bringing new energy to small business ownership.Read the full release&nbsp;<a href="https://www.businesswire.com/news/home/20260312305776/en/RF-Expands-Residential-and-Commercial-Services-Portfolio-with-Investment-in-Precision-Garage-Door-Service-Franchisee">here</a>.Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit&nbsp;<a href="http://www.1851growthclub.com">www.1851growthclub.com</a> and start your journey.

The strategic investment marks the seventh residential services platform for RF and reflects a growing institutional desire for high-potential, operator-led franchises.

How much can franchisees make? It’s a question many prospective owners ask before investing in a franchise. While earnings tend to be driven by variables such as industry, location and general management skills, a proper understanding of the key factors driving profitability can help franchise owners develop expectations that are realistic.&nbsp;Multi-unit franchisee&nbsp;<a href="https://www.linkedin.com/in/mangesh-patel-9368569/">Mangesh Patel</a>, who’s readying the launch of six&nbsp;<a href="https://www.beefobradysfranchise.com/">Beef ‘O’ Brady’s</a> restaurant locations in the Macon, Georgia area, shares insights from his franchising experience.<h2>Understanding Franchise Income</h2>Keeping operational costs in check can have a major impact on overall earnings. Taking a proactive approach to expenses such as food and labor, as well as payroll and scheduling, can help align actual franchise income with general expectations for the business.“I just had a meeting with a couple of people, and they said, ‘You talked about a 25% profit margin, but I’m only doing 12%.’ So, I looked at the figures they sent me,” Patel said. “Their&nbsp;<a href="https://1851franchise.com/calculate-restaurant-franchise-profit-2730476">restaurant</a> food cost was running at 37%, which should be around 30%. The national average is about 32%. If I do things correctly, my average food cost needs to be at or below 30%. And payroll should run around 18%. But many people run 25 to 28%.”So,&nbsp;<a href="https://1851franchise.com/unraveling-franchise-earnings-how-much-can-you-really-make-2723935">how much can franchisees make</a>? Here are five areas to consider.<h2>Practical Tips for Prospective Franchisees</h2><ol><li>Control Costs From Day One:&nbsp;It’s important to monitor payroll, food and supply costs closely. Overstaffing and inefficiencies can quickly reduce profits.</li><li>Plan For The Opening Surge:&nbsp;Traffic within the first few months of opening is likely to be higher. It’s important to adjust staffing and inventory accordingly, and pay close attention to how those levels change as time goes on.</li><li>Invest In Training:&nbsp;Properly trained workers can help reduce waste and improve overall service, which has a direct effect on net income.</li><li>Understand Your Market:&nbsp;Each market is unique and revenue potential will vary depending upon location, demographics and competition.</li><li>Track Metrics Regularly:&nbsp;Food cost percentages, labor ratios and weekly sales data act as key indicators operations may need to be adjusted.</li></ol><h2>What Profitability Really Comes Down To</h2>Patel notes that if franchise owners manage labor and costs properly, it’s not impossible to achieve strong cash flow even in the first year, bucking some franchising trends.So,&nbsp;<a href="https://1851franchise.com/how-much-can-you-make-as-a-franchise-owner-2724761">how much can franchisees make</a>? While results tend to vary, careful planning, disciplined operations and a proactive approach to assessing initial costs are essential. But by grasping and guiding the elements that drive franchise profitability, franchise owners can maximize overall business earnings, scaling a business that’s sustainable financially over the long term.Want to learn more about franchise opportunities on 1851 Franchise? Be sure to visit our&nbsp;<a href="https://1851franchise.com/power-rankings">Power Rankings</a> to read more on brands making moves.

How much can franchisees make? This guide explains what drives franchise earnings and how to manage costs, with expert tips from multi-unit owner Mangesh Patel on maximizing your franchise income.

How Much Can Franchisees Make? A Guide for Prospective Franchise Owners

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2026 Trop Fitness & Personal Training Franchises, 12 Lists of Christmas

From 24/7 gyms to high-tech training and boutique studios, these 20 brands’ innovation, accessible models and forward-thinking approaches will define the industry in 2026.

The 12 Top Franchise Lists of Christmas: Fitness and Personal Training Franchises for 2026

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Ellianos Coffee Franchise Costs, Fees, Profit and Data for 2025

Franchise Opportunity Deep Dive: A drive-thru specialty coffee franchise focused on speed, quality and Southern hospitality.

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Franchise Opportunity Deep Dive: A fast-casual restaurant brand serving made-from-scratch sandwiches, salads, soups and pizzas rooted in Southern hospitality.


Newk’s Eatery Franchise Costs, Fees, Profit and Data for 2026

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1851 Franchise 12 Lists of Christmas, Beauty, Spa, Personal Care Franchises

From full-service luxury spas to high-tech medspas and specialized wellness studios, these unique franchise models cater to the specialized needs of modern beauty and wellness enthusiasts.

Learn the Secrets To Franchisee Marketing

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