Mainland

With a seemingly endless array of PR firms available to franchisors, how do you choose the right one? The answer lies in understanding the core philosophy of a PR agency. At&nbsp;<a href="https://hellomainland.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=best-pr-firms-for-franchising-how-mainland-lifts-franchisees-stories-in-the-media-2728494" target="_blank" rel="nofollow">Mainland</a>, the approach is simple yet powerful:&nbsp;brands don’t sell brands — people do.While a brand’s reputation and experience are crucial, nothing resonates more than the human story behind the brand. Potential franchisees need to see themselves in the real, authentic experiences of those who have already taken the leap. By amplifying franchisee stories in the media,&nbsp;<a href="https://1851franchise.com/mainland">Mainland</a> humanizes franchise brands, creating personal connections that benefit both franchise development and consumer engagement.<h3>The Power of Franchisee Storytelling</h3>According to Mainland’s Chief Growth Officer&nbsp;<a href="https://www.linkedin.com/in/powills?utm_source=1851franchise.com&utm_medium=article&utm_campaign=best-pr-firms-for-franchising-how-mainland-lifts-franchisees-stories-in-the-media-2728494" target="_blank" rel="nofollow">Nick Powills</a>, the secret to selling franchises is the franchisees themselves.“When you get your franchisees out there in marketing, PR or on your website,” Powills said, “you’re showing an example of someone who said, ‘Yes, I believe in your brand. Yes, I’m going to invest my life savings into it. Yes, this is where I want to build my wealth.’”This strategy creates a twofold benefit. Franchisees feel valued when their businesses are featured in reputable media outlets. At the same time, prospective franchisees are inspired by their success stories. If they see someone who shares their background, ambitions or struggles thriving in a franchise system, they are far more likely to consider joining.Powills explains that this strategy generates validation for both the franchisee and the franchisor: “You’ve educated the market that your franchise is available, you’ve shown that people are buying in and you’ve leveraged franchise PR to create more awareness for your opportunity.”<h3>What Many PR Firms Get Wrong</h3>Too often, PR agencies take a generic approach, issuing standard announcements like&nbsp;“Franchise X has opened in City Y.” While this is technically news, it rarely sparks meaningful engagement. As Powills puts it: “If you just say, ‘Nick opened up Nick’s Burgers,’ there’s a limitation on how far the media will care about that story. But if you unpack the human story behind the person — why they started, what struggles they overcame — you now have a story that truly resonates.”At Mainland,&nbsp;<a href="https://1851franchise.com/franchisee-stories">franchisee stories</a> take center stage. The headline should be about the franchisee’s journey, with the brand positioned as a key enabler of their success. This approach transforms standard PR into compelling, shareable and inspiring storytelling.<h3>The Mainland Difference</h3>Mainland was founded by former journalists who understand how the media works. Unlike many PR firms that flood journalists with generic pitches, Mainland takes a highly targeted approach, building relationships and crafting stories that resonate with specific reporters and outlets.“Journalists hate publicists,” said Powills. “But they love great stories. That’s where we come in.”<a href="https://hellomainland.com/pr-services-communications/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=best-pr-firms-for-franchising-how-mainland-lifts-franchisees-stories-in-the-media-2728494" target="_blank" rel="nofollow">Mainland’s Owned &gt; Earned &gt; Paid &gt; Data Model</a> ensures that PR efforts don’t just land stories — they generate meaningful business results. Once franchisee stories gain media coverage, we guide brands in leveraging that coverage to maximize its impact. This includes:<ul><li>Marketing PR wins to leads in the franchise database.</li><li>Running ad campaigns in target markets.</li><li>Incorporating PR into franchise recruitment strategies.</li></ul><h3>How To Get Started</h3>Franchise brands looking to elevate their PR strategy need a firm that understands the nuances of the industry. Mainland’s expertise in franchise storytelling, targeted media outreach and leveraging press coverage for franchise growth makes us the leading PR partner for franchisors.Ready to transform the way your franchise brand engages with the media? Find out more about Mainland at&nbsp;<a href="https://1851franchise.com/mainland">https://1851franchise.com/mainland</a>.

Humanizing Franchise Brands through Franchisee Storytelling: The Mainland Approach

1851 Franchise

https://www.youtube.com/embed/gkf1r9q9Yys

Mainland's unique approach to PR humanizes franchise brands by amplifying franchisee stories in the media, creating personal connections that drive franchise development and consumer engagement.

Best PR Firms for Franchising: How Mainland Lifts Franchisees' Stories in the Media

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

best-pr-firms-for-franchising-how-mainland-lifts-franchisees-stories-in-the-media

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.

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

image of morgan wood, content manager at mainland, pr methods at mainland

How To Craft PR Stories That Connect: How Mainland Focuses On The Human Hero Of A Story

Best PR Firms for Franchising: How Mainland Lifts Franchisees' Stories in the Media

MORE STORIES LIKE THIS