Name: Mainland Franchise
Brand: 1851 Franchise

Mainland

Mainland Secures Nearly $10 Million in Media Value for Franchise Clients in Early 2025

mainland-secures-nearly-10-million-in-media-value-for-franchise-clients-in-early-2025

Mainland Secures USA Today Feature for Client Kona Ice Through Strong Relationships

mainland-client-kona-ices-founder-featured-as-millionaire-next-door-by-usa-today

Coffee and Analytics: Should You Ever Invest in a Franchise Expo?

coffee-and-analytics-should-you-ever-invest-in-a-franchise-expo

Yahoo Finance: 1851 Franchise’s Nick Powills on Why Franchising Will Be Attractive in 2024

yahoo-finance-1851-franchises-nick-powills-on-why-franchising-will-be-attractive-in-2024

1851 Franchise Launches FranCamp: A Collective Conference for Growth Planning

1851-franchise-launches-francamp-a-collective-conference-for-growth-planning

Webinar Recap: Ushering in a New Age of Transparency in the Franchising Industry

webinar-recap-ushering-in-a-new-age-of-transparency-in-the-franchising-industry

Tired of Franchise PR Agencies Not Doing What They Say They Are Going To Do?

tired-of-franchise-pr-agencies-not-doing-what-they-say-they-are-going-to-do

Why You Are Not Getting Value Out of Your Generalist Franchise Marketing Agency

why-you-are-not-getting-value-out-of-your-generalist-franchise-marketing-agency

Winning at PR

winning-at-pr

The Value of PR: Hint, Not All PR is Good PR

the-value-of-pr-hint-not-all-pr-is-good-pr

The Buzz Factory Blueprint: How Mainland Amplifies Brand Narratives By Leaving Traditional Blanket Marketing Behind

buzz-factory-process-mainland-franchise-growth

image of 1851 franchise nick powills coffee and analytics webinar on multi unit conferences 

The Secret to Selling Franchises: You Spent Thousands at Multi-Unit. Now What?

multi-unit-franchising-conference-strategy-franchise-growth

image of two men and a truck marketing agency pr mainland

How TWO MEN AND A TRUCK® Leveraged Mainland to Power a Record-Breaking Year

two-men-and-a-truck-mainland-pr-strategy-2025

1851 Franchise: The Media Platform Built to Skyrocket Franchise Growth

1851-franchise-mainland-media-platform-skyrocket-growth

INFORMATION

Contact

About Mainland

Hello by Mainland

Other Publications

Learn

Download Brochure

Visit Website

MAINLAND

Facebook

LinkedIn

Instagram

SOCIAL MEDIA

Scaling the Soon-to-Be Famous: How Layne’s Chicken Fingers Leveraged a Mainland Franchise Assessment to Fuel a 110% Growth Surge

MAINLAND MOST READ STORIES

1851 LOGIN

GROWTH CLUB LOGIN

ABOUT MAINLAND

CONTACT MAINLAND

facebook

instagram

linkedin

First Name

Last Name

Email

Phone

Comments

Contact Mainland

The chicken wars aren’t slowing down. If anything, the quick-service chicken category feels more crowded than ever, with brands battling for real estate, franchisees and customer loyalty. Some have hit a wall.&nbsp;<a href="https://layneschickenfranchising.com/">Layne’s Chicken Fingers</a> has not.&nbsp;In 2025, the Texas-founded Soon to Be Famous™ concept posted 110% footprint growth, doubling its restaurant count in a single year. For a brand that built its early following in College Station near Texas A&amp;M, the leap to national relevance has been swift — but it wasn’t accidental.Behind the expansion is a coordinated effort between Layne’s leadership and PR firm&nbsp;<a href="https://hellomainland.com/">Mainland</a>. The partnership blended operational discipline with sustained media visibility, giving the&nbsp;<a href="https://1851franchise.com/layneschickenfingers/info">Layne’s</a> brand both the infrastructure and the spotlight needed to grow. With a focus on perfecting chicken fingers, fries and toast, the Layne’s menu is pretty straightforward. But the growth strategy employed was anything but casual.<h2>A Defining Year</h2>By the end of 2025, Layne’s had 40 restaurants open and 10 new franchise owners added to the system. Development momentum continued with a 44-unit agreement and a 15-unit expansion in Wisconsin, pushing the brand toward its ambitiously stated goal of 300 units by 2030.Those numbers quickly began attracting national attention. Layne’s secured the&nbsp;<a href="https://www.restaurantbusinessonline.com/future-50-2025/laynes-chicken-fingers">No. 6 position</a> on the Restaurant Business 2025 Future 50 list and ranked No. 366 on&nbsp;<a href="https://www.entrepreneur.com/franchise500">Entrepreneur’s Franchise 500</a>. Systemwide sales grew as well, climbing 67% to reach an impressive $30 million.For the Layne’s leadership team, the growth traces back to a clear philosophy: delicious food and franchise support above all else. Layne’s COO&nbsp;<a href="https://www.linkedin.com/in/samir-wattar-0a4187a/">Samir Wattar</a> describes the company’s unique approach."Franchisees sign with us for services," he said. "That’s a mind shift because they run restaurants. Part of servicing franchisees is saying no to protect them and protect the brand. We’re building a support organization for a brand that we’re really passionate about."Layne’s treats franchisees as the primary customer. And it’s a mindset that shapes everything from operations to development strategy.<h2>Getting the Word Out Before the Doors Opened</h2>A central piece of Mainland’s approach was securing credible, third-party exposure. Rather than relying solely on traditional advertising, the focus was on great storytelling that would secure earned media in each new market.In Little Rock, Arkansas, Layne’s appeared on KARK-TV (CBS), where Director of Marketing&nbsp;<a href="https://www.linkedin.com/in/ashley-reynolds-957a3151/">Ashley Reynolds</a> introduced local viewers to the&nbsp;<a href="https://www.kark.com/video/game-day-made-easy-with-layne%e2%80%99s-tailgate-packs/11136197/">brand’s tailgate packs</a>. In Oregon, KDRV-TV (ABC) profiled franchisee Dalton Dennis and his efforts to bring&nbsp;<a href="https://1851franchise.com/laynes-chicken-fingers-dalton-dennis-southern-oregon-2730210">Layne’s to Grants Pass</a>. KWTX-TV (CBS) in Waco covered an&nbsp;<a href="https://www.kwtx.com/2025/12/06/restaurant-report-card-waco-central-texas-12525/">upcoming opening in Lampasas</a>.At the national level, outlets such as QSR Magazine, Nation’s Restaurant News and Franchise Times ran deeper features on the brand’s culture and leadership, including coverage of&nbsp;<a href="https://www.linkedin.com/in/cuyler-e-51047a2a/">Cuyler Esposito’s</a> appointment as vice president of culture and operations.&nbsp;For prospective operators, this kind of coverage signals more than enthusiasm for the brand. It signifies organizational maturity.<h2>Turning Attention Into Traffic</h2>The real impact of that media push showed up at store openings.In Virginia, a franchisee reportedly opened without spending on traditional marketing. As a result of Mainland’s marketing efforts,&nbsp;<a href="https://1851franchise.com/layneschickenfingers/laynes-chicken-fingers-franchise-six-figure-opening-2729437#stories">opening day traffic backed up onto the highway</a>. Local news coverage had already introduced the brand to the community and explained what made it different.That kind of momentum carries weight beyond consumer traffic. For potential franchisees, seeing a brand featured in Restaurant Business, or highlighted on local television, reinforces confidence. Visibility suggests stability. Stability supports multi-unit decisions.<h2>More Than a Vendor Relationship</h2>Wattar has worked with Mainland across three different concepts. He describes the relationship as long-term and built on trust rather than transaction."They’ve been there for me through thick and thin," Wattar said. "They’ve been there when things are bad and helped me out of it. And they’ve been there for me when things are good and helped me celebrate. I’ve never had the intention of looking elsewhere. The most important thing is having the relationship with the person you’re dealing with and building that trust."Layne’s sets development targets each year: how many restaurants to open, how many franchisees to bring on. And Mainland has become a significant part of that strategic conversation."I’m not an expert in getting leads or PR. But I know how to sell and I believe in our brand," Wattar said. "I rely on Mainland to come up with the ideas. ‘How am I going to achieve my goal?’"<h2>Scaling With Structure</h2>As Layne’s pushes toward 2026 and beyond, the company views public relations and media exposure as part of the scaffolding that supports growth. National expansion requires more than signed agreements. It requires awareness in markets where the brand name might still be unfamiliar. And Mainland can help.The investment to open a Layne’s Chicken Fingers franchise ranges from $451,500 to $1,050,000. For many operators, that figure represents years of saving, planning and personal commitment. It’s something Layne’s Chicken Fingers not only understands but embraces, supporting franchisees at the local level which helps further scale the brand."To us, it’s a job. To them, it’s a livelihood," Wattar said. "The restaurant business has evolved, but the fundamentals haven’t changed. Service. Transparency. Be open. Franchisees are your bread and butter. They’re making the investment. We have to listen to them.”Layne’s growth story isn’t built solely on a hot category or a trending menu item. It’s built on disciplined operations, selective franchise development and a steady drumbeat of visibility in the markets it enters.For brands hoping to follow a similar path, the lesson is straightforward: growth requires both a strong internal foundation and a clear external voice. When those two move in sync, a regional favorite can begin to look like a national contender. And a&nbsp;<a href="https://hellomainland.com/company/#our-services">Mainland franchise assessment</a> can help deliver strategic growth.Growing and selling franchises is difficult. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit&nbsp;<a href="http://www.1851growthclub.com">www.1851growthclub.com</a> and see what we can do for you.

The rapidly expanding chicken concept used expert operational insights and earned media placements to secure a landmark 44-unit deal and double its restaurant footprint in a single year.

laynes-chicken-fingers-mainland-franchise-assessment-growth

Chicago Biz Journal: Jollibee Targets Chicago Suburbs for Franchise Expansion as U.S. Growth Accelerates

Jollibee

Paris Baguette to Attend Multi-Unit Franchising Conference 2026 Following Record-Breaking Year of Expansion

Paris Baguette

The Brass Tap: Why This Bar Franchise Thrives with Strong Margins and Evolving Offerings

FSC Franchise Co.

Why the Canada Market Is Primed for Paris Baguette Franchise Growth

Paris Baguette Canada

Children’s Lighthouse Builds Momentum in Q1 2026 With School Groundbreakings and National Franchisee Conference

Children's Lighthouse

Dillas Primo Quesadillas Founders Share 12-Year Growth Journey on “Give an Ovation” Podcast

Dillas Quesadillas

Express Employment Professionals' Fast Track Incentive Gives New Franchisees the Chance to Earn Back Their Franchise Fee

Express Employment Professionals

Why This Popeyes Franchisee Is Investing in Newk’s Eatery

Newk’s Eatery

Pigtails & Crewcuts Takes a Bold Step Forward with a New Children's Book and Training Platform

Pigtails & Crewcuts

Beyond a Med Spa, New U Is a Women’s Health Solution

New U Women's Clinic & Aesthetics

Layne’s Chicken Fingers Brings the Crunch to Rockwall with April 18 Grand Opening and Free Layne’s for a Year

Layne's Chicken Fingers

Mellow Mushroom Targets Arlington, Alexandria for D.C.-Area Expansion

Mellow Mushroom

How Voodoo Brewing Co. Builds Its Identity Around Scratch-Made Food and Quality Ingredients

Voodoo Brewing Co.

Inside KidStrong’s Playbook: The Marketing Engine Powering Franchise Success

KidStrong Franchising, LLC

How Keke’s Breakfast Cafe Builds Local Demand Through National Marketing Leadership

Keke's Breakfast Cafe

Welcome to the Franchise Power Rankings, a glimpse into the brand stories that are trending on 1851 and resonating most with our readers.

Franchise Power Rankings 

United State

Ready to take your franchise to the next level? Mainland builds franchise PR, franchise marketing, franchise digital campaigns to increase your franchise's drumbeat.

As Seen In|Click on a logo to read our latest franchise PR coverage

Sign up for our newsletter