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Franchise public relations (PR) is a powerful way for brands to generate visibility, build credibility and support franchise growth. By leveraging PR effectively, brands can establish a consistent presence, generate excitement and build credibility.“If you are a brand, it doesn't matter if you're small or large,” said Mainland Chief Growth Officer&nbsp;<a href="https://www.linkedin.com/in/powills/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=public-relations-service-how-franchise-brands-can-win-with-pr-2728334" target="_blank" rel="nofollow">Nick Powills</a> in a recent&nbsp;<a href="https://www.youtube.com/watch?v=qTuGdVRu854&utm_source=1851franchise.com&utm_medium=article&utm_campaign=public-relations-service-how-franchise-brands-can-win-with-pr-2728334" target="_blank" rel="nofollow">video</a>. “The value of franchise PR is that it will help establish a drumbeat for your business.”&nbsp;Here’s a closer look at how franchise PR can create that drumbeat and drive success.<h2>Starting With Franchisee Signings</h2>PR begins with franchisee signings. Announcements should be shared with two key audiences: the local market where the franchisee will operate and trade publications aligned with the franchisee’s personal or professional background. This dual approach helps establish a supply-and-demand challenge, creating urgency and excitement around franchise opportunities.“You want to have a supply and demand challenge when it comes to franchising, the fear of missing out,” said Powills, “so that people in that community realize that the amount of territory available is diminishing because someone bought into the franchise.”<h2>Generating Buzz Through Grand Openings</h2>Grand openings are another critical PR opportunity, helping to establish the business as a viable and trusted brand in the local area. Coverage options include business journals, daily media, TV stations, radio, bloggers and influencers.“Opening now means we're ready for customers, and so it’s twofold” said Powills. “It's to get the community excited about the franchise, which, in turn, will make the franchisee feel like you supported them, which is important. Secondly, it's going to create another supply and demand issue.”&nbsp;<h2>Highlighting Milestones</h2>Milestone moments, such as a franchisee’s first anniversary, provide further opportunities to generate content and maintain momentum. This can also include quarterly and yearly stories reflecting on the growth your brand has seen.&nbsp;“Go to Google News, type in your brand, see what's out there,” said Powills. “If it's not full, then that might mean you have to increase your digital PR story as well as your traditional one, but you should have on a rotation quarterly trade press talking about your growth.”Regularly highlighting these achievements ensures that both franchisees and the brand stay visible and relevant.<h2>Building the Brand’s Credibility</h2>On the brand level, PR should include quarterly updates to trade publications, showcasing growth and success. National media coverage, such as appearances in Entrepreneur Magazine or other major outlets, adds another layer of credibility. Beyond this, consumer-driven stories — such as product launches, new hires or community initiatives — keep the drumbeat of visibility going strong.<h2>Maximizing Earned Media</h2>To maximize the value of earned media, brands should actively promote their coverage through digital ads and incorporate it into broader marketing campaigns. This ensures that the story reaches the right audiences and has a lasting impact.“The more that you can create content that's going to find the right people in the markets, the higher opportunity you're going to have to get in front of that audience,” said Powills, “and hopefully push that to a candidate with your brand.”<h2>PR That Works</h2>PR is not just about securing coverage — it’s about making that coverage work. By identifying target audiences, aligning PR efforts with growth goals and ensuring stories are shared widely, brands can create a meaningful and lasting impact.“I would encourage you to identify who your targets are, where they're going to be from a growth standpoin, and then buy digital ads back to the PR that you already got so you can actually put it into work,” said Powills. “This is your story, and a story is only as good as those that read it. Don't let your story be trees that are falling in the woods.”&nbsp;Watch the full video above or on&nbsp;<a href="https://www.youtube.com/watch?v=qTuGdVRu854&utm_source=1851franchise.com&utm_medium=article&utm_campaign=public-relations-service-how-franchise-brands-can-win-with-pr-2728334" target="_blank" rel="nofollow">YouTube</a>.

How Franchise Brands Win with PR: Build Credibility and Drive Growth

1851 Franchise

https://www.youtube.com/embed/qTuGdVRu854

Franchise public relations (PR) is a crucial part of any growth strategy, offering the potential to build credibility, generate leads and support franchisees. 

Public Relations Service: How Franchise Brands Can Win with 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.

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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