Mainland

It’s never a dull day in the <a href="https://www.hellomainland.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=five-years-later-this-is-what-kept-senior-vice-president-lauren-moorman-at-mainland-2711538" target="_blank" rel="nofollow">Mainland</a> office for <a href="https://1851franchise.com/mainland/how-a-friendship-with-a-coworker-at-age-24-led-me-to-mainland-2710042">Lauren Moorman</a>. Mainland offers a variety of services ranging from marketing and advertising to telling stories on behalf of its clients. For the past five years, Moorman has been able to use her public relations prowess, digital media expertise and content capabilities to help Mainland succeed and stand out from other agencies.&nbsp;Moorman was introduced to Mainland by <a href="https://1851franchise.com/mainland/home/authordetails/2.html">CEO Nick Powills</a>––who just so happened to also be a close friend. In her first job after grad school, Moorman first met Powills working in a PR consultancy wherein they were desk mates—and soon, friends. After Powills realized that his dream for a new kind of omnichannel agency would take making some big changes, he left the role and moved to Atlanta in 2008. He began firing up the foundation that would lead to Mainland in 2008—originally called No Limit Media Consulting. Once Powills brought the business back to Chicago, he knew just where to look for help in growing his team.Moorman came onboard in 2014, a few years after No Limit Media Consulting grew into No Limit Agency following the introduction of two digital magazines, <a href="https://1851franchise.com/">1851 Franchise</a> and <a href="https://estatenvy.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=five-years-later-this-is-what-kept-senior-vice-president-lauren-moorman-at-mainland-2711538" target="_blank" rel="nofollow">ESTATENVY</a>.&nbsp; Her first day on the job, Moorman walked into Powills’s office to see him working on a press release. At this point, Powills already had several media relations professionals on staff.“This is why you need me,” Moorman laughed. “Because your team should be writing press releases, not you.” Powills agreed.&nbsp;Moorman quickly dove into positioning Powills’s team for success and turning press releases into the bread and butter of No Limit Agency, with Powills as the driving force.While many have horror stories about working in a professional environment with a close friend, Moorman wouldn’t want to be the right-hand support for anyone else. If Powills has a vision, Moorman is there to help bring it to life. Their trusting relationship is a huge reason why Moorman values her position at Mainland; because she “wouldn’t have the same supportive relationship anywhere else.”Powills’ endorsement of Moorman clearly reflects that he believes in her just as much as she does in him, and in the future of Mainland.“There are two big factors that go into a promotion like this: loyalty and belief in the vision of the business and flawless execution,” said Powills. “Lauren has been diligent in both categories and has worked hard to continue to progress as a leader and as a strategist for both our internal team and our clients.”It’s perhaps uncommon for employees to form a close relationship with a company’s CEO, but Powills’ open-door policy allows Moorman and other Mainland employees to pop in and brainstorm podcast plans, pitch story topics and voice their unique ideas. Moorman and Powills’ friendship is an accurate representation of how close the office is, which usually isn’t how a typical PR agency operates.“We’ve been friends for 10 years and because of that, it’s easy for me to voice my opinions and give him my insights,” said Moorman. “I’m thankful I have the freedom to openly communicate with my boss, let alone the CEO.”Powills values Moorman’s insight, explaining that, when it comes to being innovative in business, it all comes down to trust.&nbsp;“In order to accomplish great things, you have to be surrounded by great people who you trust are in it with you,” said Powills. “Both of those traits make it enjoyable when working on this crazy growth and improvement journey the business is on. And that’s Lauren.”Along with the chance to learn from Powills, Moorman has had the opportunity to grow along with other long-time NLA veteran, <a href="https://1851franchise.com/mainland/six-years-later-lauren-turner-still-lives-to-tell-2709322">Vice President Lauren Turner</a>.“When I first met LM, she was actually my client,” said Turner. “We had coordinated a segment for her former company at WGN in Chicago, so I met her at the studio. I was honestly a little intimidated when I first met her, but we got along fine.”Fast forward to 2014, when Moorman came onboard at No Limit Agency.&nbsp;“After she joined, I obviously got to know her much better and to work with her closely. Lauren has been a positive influence in my career, pushing me to be my best and also helping guide me when I've needed help. Over the years, we've shared so many memories and had fun together on work trips, from eating beignets together in New Orleans to feeding animals in Texas when at client conferences. She's been my cheerleader and helped give me confidence over the years, and we have had the pleasure to share many wins together.”As for Moorman, even with such an impressive track record, she’s still constantly growing. With her recent promotion to Senior Vice President, Moorman says, “There’s not a day that goes by” where she’s not learning.“I’ve been in basically every department, so it’s been incredibly valuable to take the skills I’ve learned throughout my time here and apply them to different positions,” said Moorman.&nbsp;Moorman is excited to fulfill her new role as SVP and continue to make Mainland a welcoming, inviting and comfortable environment for everyone to work in. She may have already made an impact, but she plans to continue elevating Mainland’s offerings.“When you think of a PR agency, you think of a stuffy corporate entity, but that’s not how we operate,” said Moorman. “You’re able to express yourself and ideas freely and be heard. You won’t find that in every company. I look forward to being a part of Mainland for years to come.”

Five Years Later, This Is What Kept Senior Vice President Lauren Moorman at Mainland

1851 Franchise

Mainland Senior Vice President Lauren Moorman proves that it’s possible––and more enjoyable––to work with your friends. 

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

Five Years Later, This Is What Kept Senior Vice President Lauren Moorman at Mainland

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