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In the fast-paced world of franchising, building meaningful connections and securing the right franchise partners can be a daunting task. For&nbsp;<a href="https://1851franchise.com/meet-the-zor-laynes-chicken-fingers-coo-samir-wattar-2725784">Samir Wattar</a>, chief operating officer of&nbsp;<a href="https://layneschickenfranchising.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-samir-wattar-of-laynes-chicken-fingers-has-found-success-working-with-1851-franchise-2728523" target="_blank" rel="nofollow">Layne’s Chicken Fingers</a>, navigating franchise growth meant finding a strategic partner who truly understood the challenges franchisors face. That’s where&nbsp;<a href="https://1851franchise.com/mainland">Mainland</a> and 1851 Franchise came in. With a proven track record of supporting brands through innovative PR and franchise development strategies, 1851 Franchise has been a crucial asset to Wattar’s growth strategy.<h2>The Challenges of Franchise Growth</h2>Wattar has been in the franchising industry for years, and like many franchisors, he has faced his share of obstacles when it comes to expansion.&nbsp;“The challenges with franchising are mainly about creating that relationship with potential franchisees,” Wattar said. “First, you have to get leads, and then you have to build trust with franchisees. Too often, some franchisors are just in the business of selling franchises without thinking about the long-term success of their franchise partners.”Understanding the importance of fostering&nbsp;<a href="https://1851franchise.com/trust-in-franchising-2726050">real relationships with franchisees</a>, Wattar knew he needed a PR and marketing partner who could help him create connections beyond just selling franchises. That’s when he turned to 1851 Franchise.<h2>Why 1851 Franchise?</h2>For Wattar, the decision to work with 1851 Franchise was rooted in trust and experience. “I’ve worked with 1851 Franchise across three different concepts, and they’ve always been there for us,” he said. “We’re not experts in PR and lead generation — we’re in the business of opening successful restaurants. So we rely on them to help us create leads, listen to what they’re offering and learn from what other franchisors are doing.”When asked what sets 1851 Franchise apart from other vendors, Wattar doesn’t hesitate. “Because of the relationship I’ve built with 1851 Franchise and their team, I don’t even care to know what others have to offer,” he said. “They’ve been there for me through thick and thin. When things are tough, they help me out of it. When things are going well, they help me celebrate. That kind of support is invaluable.”<h2>The Power of a Strong Partnership</h2>One of the standout aspects of working with 1851 Franchise, according to Wattar, is the strategic approach they take to franchise development. Rather than simply generating leads, they help franchisors&nbsp;<a href="https://1851franchise.com/setting-realistic-expectations-in-franchise-development-tips-for-sustainable-growth-2727863">think critically about their goals and how to achieve them</a>.“The biggest thing for me is coming up with ideas,” Wattar said. “For example, when we set goals for Layne’s Chicken Fingers for 2025, I met with the team at 1851 Franchise — [Chief Growth Officer]&nbsp;<a href="https://www.linkedin.com/in/powills/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-samir-wattar-of-laynes-chicken-fingers-has-found-success-working-with-1851-franchise-2728523" target="_blank" rel="nofollow">Nick [Powills]</a> and [Senior Vice President]&nbsp;<a href="https://www.linkedin.com/in/lauren-kaminski-turner-5690b85/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-samir-wattar-of-laynes-chicken-fingers-has-found-success-working-with-1851-franchise-2728523" target="_blank" rel="nofollow">Lauren [Turner]</a> — and I told them what we were looking to achieve. Immediately, they started bringing me ideas. They helped me evaluate which ideas would work, which ones might not be right for us and how we could best execute our strategy.”This level of collaboration allows Wattar to focus on what he does best — growing and supporting a successful restaurant brand — while 1851 Franchise takes care of the content marketing and lead generation that fuels that growth.<h2>Why Relationship-Driven PR Matters</h2>In an industry filled with generic PR firms that rely on cookie-cutter strategies, 1851 Franchise stands out because of its relationship-driven approach. Wattar emphasizes that in business, strong relationships are everything.&nbsp;“People contact me all the time trying to sell me something, but after being in business for so long, I know that the most important thing is trust,” he said. “Once you have that relationship and you know you’re in it to support each other, why look anywhere else?”This philosophy aligns perfectly with&nbsp;<a href="https://1851franchise.com/leveraging-content-marketing-for-your-franchise-website-2723953">1851 Franchise’s approach to content marketing</a>. As part of&nbsp;<a href="https://hellomainland.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-samir-wattar-of-laynes-chicken-fingers-has-found-success-working-with-1851-franchise-2728523" target="_blank" rel="nofollow">Mainland</a>, 1851 Franchise is built on the idea that franchise brands don’t sell themselves — people do. Their focus on storytelling and franchisee success ensures that potential investors see real, relatable examples of people thriving within a franchise system.<h2>A Testament to 1851 Franchise’s Impact</h2>Looking ahead, Wattar remains committed to working with 1851 Franchise to continue driving&nbsp;<a href="https://1851franchise.com/layneschickenfingers/info">Layne’s Chicken Fingers</a> forward. With their strategic insights, media connections, and commitment to building strong relationships, 1851 Franchise has proven to be more than just a PR firm—they’re a true partner in success.“1851 Franchise has played a crucial role in helping us hit our franchise growth goals,” Wattar said. “They listen, they innovate and most importantly, they care about our success. I couldn’t ask for a better team to work with.”For more information, visit:&nbsp;<a href="https://1851franchise.com/mainland">https://1851franchise.com/mainland</a>.

How Samir Wattar of Layne’s Chicken Fingers Found Success Working with 1851 Franchise

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How Samir Wattar of Layne’s Chicken Fingers Has Found Success Working With 1851 Franchise

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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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How Samir Wattar of Layne’s Chicken Fingers Has Found Success Working With 1851 Franchise

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