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<a href="https://1851franchise.com/public-relations-service-how-franchise-brands-can-win-with-pr-2728334#stories">Public relations (PR)</a> is often considered the unsung hero of a franchise brand’s growth strategy. Unlike paid advertising, which guarantees visibility, PR operates on credibility, generating organic exposure that builds trust among potential franchisees. According to top Chicago PR firm&nbsp;<a href="https://hellomainland.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-chicago-pr-firm-mainland-why-the-consistency-of-pr-drumbeat-matters-in-sales-2728636" target="_blank" rel="nofollow">Mainland</a>, the key to leveraging PR effectively lies in consistency — what&nbsp;<a href="https://1851franchise.com/mainland/info">Mainland</a> Founder and Chief Growth Officer&nbsp;<a href="https://www.linkedin.com/in/powills/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-chicago-pr-firm-mainland-why-the-consistency-of-pr-drumbeat-matters-in-sales-2728636" target="_blank" rel="nofollow">Nick Powills</a>, refers to as the "drumbeat."<h2>The PR Drumbeat: Creating Market Noise</h2>Powills describes the PR drumbeat as the steady, strategic presence of a brand in the media, creating a sustained level of excitement and awareness. “Have you ever talked with someone and they're like, ‘Man, I see your brand,’ or ‘I see this brand all over the place?’ That’s what you're going for,” Powills said. “PR ends up being one element of it.”PR, according to Powills, is distinct from advertising. “PR is what you pray for. Advertising is what you pay for,” he said. “This is the praying side, which means we're trying old-school influencer marketing. We're trying to get someone to write or cover or interview your brand.”Unlike traditional marketing tactics, which rely on paid placements, PR fosters credibility through third-party endorsements. When a reputable publication features a franchise, the message carries more weight, making potential franchisees more likely to trust and consider the opportunity.<h2>Why PR Consistency Matters in Franchise Sales</h2>Mainland’s data shows that the average potential franchisee spends 6.4 months researching a brand before filling out a lead generation form. During this time, they are actively Googling the brand, scrolling through social media, reading news coverage and evaluating online reviews. If a brand lacks a consistent PR presence, it risks being overshadowed by competitors that do.“We did a case study with&nbsp;<a href="https://owncheckersfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-chicago-pr-firm-mainland-why-the-consistency-of-pr-drumbeat-matters-in-sales-2728636" target="_blank" rel="nofollow">Checkers and Rally's</a> years ago, where we took all the weeks we got press for them, and we aligned it to leads,” Powills said. “It wasn't brain surgery or novel, but the weeks we got press, leads went up. The weeks we didn't, leads went down. And it was a good insight because it showed us that the consistency of press or news or buzz does have impact.”Franchise sales teams can leverage this earned media coverage in their conversations with leads, further amplifying its impact. By sharing published articles, interviews and news features, brands reinforce their credibility and desirability in the eyes of potential buyers.<h2>Building the Drumbeat: A Structured Approach</h2>For brands looking to establish a steady PR drumbeat, Mainland advises a strategic approach that includes weekly content creation and media engagement.“How can we have a piece of content in the media or on our website, content-wise, every single week?” Powills said. “It just might take a little bit more planning and some more execution to get that drumbeat going.”This consistent cadence can include a mix of:<ul><li>Trade and national media placements</li><li>Franchise signings and grand opening announcements</li><li>Brand initiatives and community involvement</li><li>Executive thought leadership articles and interviews</li><li>Partnerships and business development updates</li></ul>Each of these elements contributes to a franchise brand’s overall visibility, reinforcing its presence in the marketplace.<h2>Third-Party Validation: The Power of Earned Media</h2>One of the biggest advantages of PR is its ability to position a brand as a trusted authority through third-party validation. “The power of PR is it's not you saying how great you are — although certainly if you're taking the interview you get that stage to share that message,” Powills said. “But in the eyes/mind of a potential franchisee, when they read news published by reputable reporters and publications, that story, the message, the appeal of the brand/opportunity is magnified — almost listened to more than you putting a message up on your own website.”By securing media coverage in business journals, newspapers, podcasts and TV segments, franchise brands can reach prospective buyers in an authentic, non-sales-driven manner. This builds credibility in a way that direct advertising can’t replicate.<h2>From PR to Growth: Driving Franchise Sales Through Awareness</h2>PR alone does not close deals, but it plays a critical role in the sales process by keeping a brand top-of-mind. “Putting that drumbeat into place now solves what every franchisor is trying to do, which is growth,” Powills said. “And to get to growth, you need to build that noise so that people are consistently thinking about the opportunity of buying into your brand.”Consistent PR exposure also benefits franchise development teams by providing fresh content to share with leads. Whether through email drip campaigns, social media or direct communication, having regular media placements allows brands to reinforce their messaging and demonstrate ongoing momentum.“When you build that drumbeat, watch what happens,” Powills said. “Your happiness goes up.”&nbsp;For franchisors aiming to accelerate growth, PR should not be an afterthought but rather an integral part of their marketing strategy. The top Chicago PR firm Mainland emphasizes that building a steady drumbeat is a long-term investment that pays dividends in brand awareness, credibility and, ultimately, franchise sales. Ready to transform the way your franchise brand engages with the media? Find out more about Mainland at&nbsp;<a href="https://1851franchise.com/mainland">https://1851franchise.com/mainland</a>.

Top Chicago PR Firm Mainland Explains Why a Consistent PR Drumbeat Drives Franchise Sales

1851 Franchise

https://www.youtube.com/embed/nFfzs1yQPMA

Consistent public relations coverage builds credibility, keeps brands top-of-mind for franchisees and drives sales by leveraging third-party validation and sustained media presence.

Top Chicago PR Firm Mainland: Why the Consistency of PR Drumbeat Matters in Sales

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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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Top Chicago PR Firm Mainland: Why the Consistency of PR Drumbeat Matters in Sales

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