Mainland

Public relations (PR) is a powerful tool for building brand awareness and creating meaningful connections with audiences.&nbsp;<a href="https://hellomainland.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-mainland-has-engineered-a-winning-solution-for-pr-2728392" target="_blank" rel="nofollow">Mainland</a> has created a proven approach to public relations that combines powerful storytelling, consistent press outreach and innovative client support. By focusing on what matters most — engaging stories and impactful results — the company has developed a model that works for brands of all sizes.In a recent video, Mainland Chief Growth Officer&nbsp;<a href="https://www.linkedin.com/in/powills/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-mainland-has-engineered-a-winning-solution-for-pr-2728392" target="_blank" rel="nofollow">Nick Powills</a>, shared insights into what makes a PR strategy successful. Here’s a closer look at how Mainland has engineered a winning solution for PR.<h3>Great PR Starts with a Strong Story</h3>The foundation of any successful PR campaign is a compelling story. It’s not enough to announce a new location or event; the key is uncovering the human-interest angle. Stories about a business owner’s journey — whether it’s a career change, overcoming challenges or chasing a lifelong dream — are what truly resonate with audiences. These narratives connect on a deeper level and grab the attention of both media outlets and the public.“Unlocking the story means we're digging,” said Powills. “We’re focusing on the human interest piece. As a franchise brand, we have the benefit of working with franchise owners, and each owner has achieved something incredible leading up to operating their business.”<h3>Consistency Is the Key to Momentum</h3>Consistency is essential for building momentum in public relations. From franchise signings and openings to thought leadership and seasonal campaigns, PR works best when there’s a steady stream of news. Tying campaigns to cultural or seasonal moments, like quirky national holidays, helps maintain relevance and keeps the narrative fresh.&nbsp;This consistent "drumbeat" of press builds awareness over time and positions a brand as a leader in its space.“The faster that we can get this thing going, the more noise that will create for your business, which in turn, then the PR has immediate effect,” Powills said.&nbsp;<h3>How Mainland Stands Out</h3>Mainland takes a people-first approach to PR by focusing on personal, meaningful stories. Instead of generic press releases, Mainland delivers tailored pitches that emphasize the human side of the narrative. This strategy makes the stories more compelling to outlets like blogs, podcasts, national newspapers and TV shows.The goal is to deliver press coverage that goes beyond industry-specific outlets, reaching diverse audiences and driving measurable results.“We put humans front and center — what is the story behind the person?” said Powills. “ We hand-deliver that pitch to the media, focusing on things that are meaningful, wall-worthy, and will delight our clients. We don’t want just trade media; we aim for variations of results that have real impact back to the business.”<h3>Making PR Work in a Challenging Landscape</h3>Earned media can be unpredictable, but Mainland has developed a process to ensure consistent results. They start by identifying the most compelling aspects of a story, ensuring it’s clearly articulated and sharing it across multiple platforms. Targeting a mix of media outlets — such as daily newspapers, trade journals, podcasts and radio — helps maximize exposure and impact."We focus on pulling out the story, making sure it’s articulated correctly and then distributing it far beyond just a daily or business journal,” said Powills. “There's a lot of different areas that can have an impact for your brand. Find things that people would be excited about.”<h3>The Power of Storytelling</h3>PR isn’t just about announcements; it’s about connecting people to stories that inspire and engage. By focusing on narratives that highlight personal challenges, accomplishments and dreams, Mainland creates campaigns that stand out and make an impact.“Tell me what the story is, tell me what you did before, tell me something that you're proud of — you can start unlocking some of these cool things,” said Powills. “There's many ways to unlock it — go find great stories and build a drumbeat that sounds really loud. That's what you're going for to build an effective PR.”&nbsp;This focus on storytelling, combined with consistent press efforts and innovative strategies, is how Mainland has engineered a winning solution for public relations.Watch the full video above or on&nbsp;<a href="https://www.youtube.com/watch?v=k3yU8D_4vdA&utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-mainland-has-engineered-a-winning-solution-for-pr-2728392" target="_blank" rel="nofollow">YouTube</a>.

How Mainland Has Engineered a Winning PR Strategy 

1851 Franchise

https://www.youtube.com/embed/k3yU8D_4vdA

Mainland transforms public relations by uncovering powerful stories, maintaining consistent press coverage and driving measurable impact for brands.

How Mainland Has Engineered a Winning Solution for PR

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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.

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