Mainland

Franchise brands inevitably face challenges in growth and lead generation. There have been some phenomenal tools that have driven rapid growth — like broker networks — but they come at a hefty price, and that price keeps increasing. I knew we would eventually shift back toward more organic methods, and the time for that shift is now.However, the term "organic" can be misleading since it still involves paid marketing. The shift is occurring because the returns are not matching the commissions paid. As a result, what were once quiet concerns among franchisors are now loud objections.&nbsp;Paid marketing involves a lot of moving parts. But here are the highlights:The importance of <a href="https://1851franchise.com/digital-marketing-strategies-tailored-for-franchises-2725654">digital marketing</a> strategies for franchise growth can not be underestimated. You need substantial ad spend, a focus on educational content and targeted retargeting efforts. Overreliance on platforms like Meta and LinkedIn can be dangerous, and there is great value in Google Ads for specific brand categories. The best method for franchise brands is to adopt a comprehensive and strategic approach to digital marketing, combining paid advertising, PR, content creation and franchisee incentives.The long and short of it is this: the franchising industry is navigating challenges related to lead generation, growth strategies and marketing expenditures. However, with the right strategies and support, franchises can overcome this hurdle and position themselves for success. But where to start? Right here, with the following two solutions.Solution one: I am excited to announce that&nbsp;<a href="https://1851francamp.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=coffee-analytics-how-francamp-and-growth-club-can-help-you-solve-your-growth-challenges-2726681" target="_blank" rel="nofollow">FranCamp</a> is coming back, this time twice as strong. We will host two <a href="https://1851franchise.com/mainland/coffee-and-analytics-should-you-ever-invest-in-a-franchise-expo-2726470#stories">expos</a> this year: one in Chicago, from September 16-18 and another in Miami, from December 2-4. The focus in Chicago will be on building a brand story through strategic messaging and positioning, while the focus in Miami will be on building a plan of execution for 2025. These <a href="https://1851franchise.com/top-10-franchise-events-in-2024-2726200#stories">expos</a> will also provide some very entertaining chances for networking involving boating, golfing, a cocktail reception and more. Registration is open now — but space is limited.Solution two:&nbsp;<a href="https://www.1851growthclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=coffee-analytics-how-francamp-and-growth-club-can-help-you-solve-your-growth-challenges-2726681" target="_blank" rel="nofollow">Growth Club</a>, our platform designed to connect potential franchisees with the best possible opportunities, is helping franchise candidates make major strides. We've seen promising results with bucket advertising, attracting candidates who are financially ready but unsure of which franchise to invest in. We're also transitioning the Growth Club database onto 1851 for better integration and candidate education.Through FranCamp and Growth club, we will help you work through the challenges — and have some fun along the way.

FranCamp and Growth Club Can Solve Your Growth Challenges

1851 Franchise

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Discover why the increasing fees in broker networks are pushing franchisors to return to organic marketing methods and learn how FranCamp and Growth Club can help. 

Coffee & Analytics: How FranCamp and Growth Club Can Help You Solve Your Growth Challenges

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

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

Coffee & Analytics: How FranCamp and Growth Club Can Help You Solve Your Growth Challenges

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