Mainland

Tyree Thomas, Assistant Account Executive at Mainland, joined the company in August of 2019, following a journey into the marketing and public relations space that was somewhat unconventional. Thomas has been a lifelong athlete, first falling in love with baseball, and then eventually playing football and basketball at La Lumiere School in La Porte, Indiana—<a href="https://usatodayhss.com/2019/la-lumiere-ind-remains-on-top-three-new-additions-in-new-super-25?utm_source=1851franchise.com&utm_medium=article&utm_campaign=a-career-at-mainland-how-playing-football-strengthened-tyree-thomas-communication-skills-2711380" target="_blank" rel="nofollow">one of the top high schools in the nation for basketball</a>. In addition, Thomas spent time learning video editing skills, working on his school’s basketball, soccer and volleyball broadcasts for ESPN, and learning camera operations graphics, replay and audio.&nbsp;Thomas went on to play football at the collegiate level, a position in which he says he used his communications skills. “In a way, I recruited myself to play football,” said Thomas. “I was constantly searching for and reaching out to contacts at different colleges I was interested in. I called coaches and would send them my highlight tape. It’s actually pretty similar to what I do now at Mainland, reaching out to reporters and news outlets trying to secure leads and earned media for our clients.”Thomas was recruited by and enrolled at Valparaiso University in Valparaiso, Indiana. While in undergrad, in addition to playing football at the collegiate level, Thomas studied general communications, but says he has taken “pretty much any class you can think of.”&nbsp;While in undergrad, football helped Thomas not only hone his skills on the field, but allowed him to develop a refined aptitude for teamwork, communication and receiving constructive criticism. “You have to be able to communicate really well in football,” said Thomas, “I was a linebacker, so it was essential for my position. If everyone knows their assignment and I’m relaying the plays well, it all goes hand-in-hand.”So, how did Thomas go from playing football to working at Mainland?&nbsp;“I graduated in December of 2018 and I was going to do a graduate transfer to Ashland University in Ohio. I was going to be playing football while getting my Master’s in Corporate and Strategic Communications.” Everything changed when, two weeks before Thomas was set to leave for football training camp, he received a call from Mainland: He got the job. “It was one of the toughest decisions of my life, but I felt like this was too good of an opportunity for me to pass up,” Thomas continued. “I knew it was time to start my career.” He is still working towards his Master’s, but taking classes online while working full-time as an Assistant Account Executive at Mainland.With Thomas’ experience on the field comes a strong sense of loyalty and teamwork, something that translates well to the business world.&nbsp;“In football, and in any team sport, when everyone contributes it leads to success for the whole team,” Thomas said. “It’s a lot like my team here at Mainland. We all work together to create the best possible outcomes for our clients.”More than anything, Thomas feels that the real-world experience he is gaining at Mainland is invaluable. “In football, I always loved receiving constructive criticism,” said Thomas. “I feel the same way in the workplace. This is a huge learning opportunity for me and I know that when my colleagues offer me feedback, it’s because they want me to succeed. My dad would always tell me, ‘If a coach doesn’t yell at you, it’s because they don’t care.’”While currently at the onset of his career, Thomas is optimistic and excited about his future at Mainland.&nbsp;“My goal is ultimately to work my way up in the company. I want to keep gaining experience and I’m in a great environment to do that,” said Thomas. “This is my first real job out of college and I’m really learning how to be a professional now in a completely different way than in my previous environment as a football player.”Thomas grinned. “I just feel like Mainland is the exact right place for me to take that next step in my career.”

A Career at Mainland: How Playing Football Strengthened Tyree Thomas' Communication Skills

1851 Franchise

The Assistant Account Executive at Mainland had to make a life-changing choice after graduating college in late 2018: continue pursuing football in a graduate program or pursue the career of his dreams.

This brand page has been paid for by MAINLAND. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

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

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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.

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