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When growing a brand through franchising, the first step is establishing the brand’s Why You/Why Now. Why is this the brand to join, and why is now the time to get on board? These are the questions every brand will have to answer through franchise development marketing.&nbsp;Many franchisors build the right franchise development marketing tools — whether it’s <a href="https://1851franchise.com/franchise-marketing-101-how-to-accelerate-franchise-growth-2713203#home">social media content</a>, <a href="https://1851franchise.com/digital-marketing-mastermind-with-aubree-coderre-of-c-squared-social-josh-allen-of-location3-and-jamshaid-hashmi-of-clicktecs-and-franchisesoft-2712832#most-recent">pay-per-click ad campaigns</a> or PR — but they might not be targeting the right people in the right areas. As part of defining the Why You/Why Now, franchisors need to create ideal candidate profiles and establish which markets are primed for growth.&nbsp;How to Define Target PersonasDifferent from traditional audiences, a <a href="https://1851franchise.com/how-to-define-your-franchises-target-persona-2715800">target persona</a> takes data and insights gathered from those who have already shown interest in a brand, segment or even competitors and uses that information to outline the most likely leads.Establishing a target persona profile will help brands establish a more personal, value-aligned relationship with their prospects. Profiles should include:<ul><li>Financial requirements.</li><li>Desired experience.</li><li>Business and strategy portfolio.</li><li>Core competencies required.</li><li>Any other attributes deemed essential for the brand.</li></ul>Brands can start to define these characteristics by interviewing their existing network of stakeholders. This will provide insight into who is likely to thrive within the franchise, as well as what draws someone to the brand in the first place. Ask questions about where their research started, where it led them and where they may have veered off course from a brand they were originally excited about.&nbsp;Once franchisors know how their stakeholders are arriving at the brand, they can be much more precise with their marketing. By accurately defining a target persona, franchisors will save valuable franchise development marketing funds that might have been wasted on <a href="https://1851franchise.com/when-to-say-no-to-a-franchisee-candidate-2715612">unlikely candidates</a>.&nbsp;How to Define Target MarketsThe next step in franchise growth is deciding where to focus expansion efforts. Similar to target personas, target markets should first be defined by examining previously successful examples called validating markets. If validating markets don’t exist, franchisors should select markets best suited for their brand or business model and develop them as future validating markets.&nbsp;Brands should determine how the demographics of their target market (population, income, education, etc.) match up to their targeted personas. And franchisors must do thorough research on potential competition in the targeted markets.On the consumer side, franchisors also need to ensure there are enough qualified households to buy the product in a particular market.&nbsp;Other factors that can determine a good market for franchise growth include:<ul><li>The labor force in that area.</li><li>The current economic outlook.</li><li><a href="https://1851franchise.com/how-to-maintain-a-solid-relationship-with-vendors-1436">Vendors</a> or distributors in the target market.</li></ul>Additionally, if a franchise is just starting to grow, it’s wise to focus expansion efforts around the brand’s headquarters to ensure each owner has access to the necessary support.How to Start Marketing to the Right PeopleWhen it comes to franchise development, the pathway of least resistance is marketing to the right people in the right markets with magical content/storytelling that hits an emotional chord with the candidate and pushes them to form fill. Clearly, though, it isn’t always that easy. So, here are some steps to set-up your franchise marketing strategy:<ul><li>Identify your personas: This can be done with gut (35-54, high networth) or can be accomplished by pooling your franchisees and finding similarities in their stories. You can also hyper target personas (colleges, professions) – so that when marketing your content, the message resonates with a very specific audience.</li><li>Picking your growth markets: Most successful franchisors try to grow in concentric circles, as there is is value in brand recognition one town over. Others rely on data (Google Analytics is a fantastic tool), where they see what areas of the world people are coming to their development site in, and increase spend in those markets.</li><li>Then, fill up your content funnel: Introduction to franchising, introduction to your segment, introduction to your brand, due diligence, counter content and wins should all be a part of your content marketing flow.</li><li>Then, spend $$$ using the above data and assets.&nbsp;</li></ul>By understanding who they are targeting and why, franchisors will be better prepared to reach the right prospects and grow in the best markets for their brand.&nbsp;Checklist:<ul><li>Interview your existing network of franchisees, asking about their backgrounds, goals, personal interests, how they researched the brand and what ultimately convinced them to join.</li><li>Gather data and common traits regarding existing successful franchisees.</li><li>Establish a persona profile that incorporates the most common traits.</li><li>Look at existing “validating” markets to learn which geographic and demographic traits support the brand.&nbsp;</li><li>Create marketing content that appeals directly to your target personas.</li></ul>Use targeted marketing to put your content directly in front of the audiences you want to reach in the markets you want to grow.Discover more about how to win at franchise development marketing by <a href="https://www.hellomainland.com/how-to-win-at-franchise-development-marketing/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=defining-your-target-personas-target-markets-2717562" target="_blank" rel="nofollow">downloading our free white paper here</a>.

Defining Your Target Personas & Target Markets

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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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Defining Your Target Personas & Target Markets

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