Mainland

From franchise development storytelling to national media placements and hyperlocal community coverage,&nbsp;<a href="https://franchise.twomenandatruck.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">TWO MEN AND A TRUCK®</a> has built one of the most consistent and effective PR engines in franchising. Behind that momentum is a long-standing partnership with&nbsp;<a href="https://hellomainland.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">Mainland</a> — one that has evolved over more than a decade into a strategic driver of both brand visibility and systemwide growth.<h2>A Partnership Built Over Time</h2>Mainland began working with&nbsp;<a href="https://1851franchise.com/twomenandatruck/info">TWO MEN AND A TRUCK</a> in February 2013, initially focused on franchise development PR and content. What started as a steady cadence of storytelling quickly evolved into a comprehensive, multi-layered strategy as results followed.As the partnership matured, so did its scope. Mainland expanded into consumer-facing PR, supporting not only the U.S. brand but also Canadian operations and sister concept&nbsp;<a href="https://1851franchise.com/two-men-and-a-junk-truck-franchise-deep-dive-2731397">TWO MEN AND A JUNK TRUCK®</a>. Today, the relationship operates as a true collaboration — with strategy, execution and alignment across teams.Over time, the results have compounded. The brand has consistently generated more than 100 secured media placements annually, culminating in a record-setting 176 placements in 2025 — the strongest year in the partnership’s history.This level of consistency isn’t accidental. It reflects a system that has learned how to win — pairing strong storytelling with a highly engaged franchise network and a clear understanding of what resonates in the media.<h2>Turning Stories Into National Visibility</h2>One of the defining elements of Mainland’s work with TWO MEN AND A TRUCK has been its ability to elevate franchisee stories into national narratives.A standout example is&nbsp;<a href="https://www.entrepreneur.com/franchises/she-went-from-temp-job-to-her-own-5-million-moving-business/490418?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">this feature in Entrepreneur:</a> The story spotlighted a franchisee who went from a temporary employee to operating a $5 million business.Mainland also helped position the brand as a voice in national workforce conversations. During a critical hiring period, the company’s need to recruit more than 7,000 employees became a platform for broader media exposure,&nbsp;<a href="https://www.foxbusiness.com/video/6326394253112?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">including coverage on FOX Business</a>.During COVID, Mainland also secured a variety of national appearances and economic commentary, including segments on&nbsp;<a href="https://www.foxbusiness.com/video/6178428889001?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775#sp=show-clips" target="_blank" rel="nofollow">Varney &amp; Co.</a> and&nbsp;<a href="https://www.foxbusiness.com/video/6181928558001?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775#sp=show-clips/all-shows" target="_blank" rel="nofollow">The Claman Countdown</a>, as well as inclusion in&nbsp;<a href="https://www.cnbc.com/2020/07/28/getting-rid-of-extended-jobless-benefits-would-come-with-a-big-economic-hit.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">broader economic reporting on CNBC</a>.Beyond business and hiring narratives, Mainland also helped highlight innovation within the system, including coverage in&nbsp;<a href="https://www.consumerreports.org/money/moving/make-your-next-move-more-sustainable-a4814099438/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">Consumer Reports</a>, which showcased sustainability initiatives, including the use of electric moving trucks.<h2>From National Headlines to Local Impact</h2>While national visibility builds brand authority, the true strength of the TWO MEN AND A TRUCK PR strategy lies in its ability to scale locally.Mainland has helped amplify the brand’s extensive cause-marketing efforts — programs like&nbsp;<a href="https://1851franchise.com/twomenandatruck/two-men-and-a-truck-movers-for-moms-2726002">Movers for Moms®</a>,<a href="https://1851franchise.com/twomenandatruck/two-men-and-a-truck-proudly-serves-those-who-serve-supporting-veterans-on-the-move-and-in-business-2730566"> Movers for Military®</a> and&nbsp;<a href="https://www.youtube.com/watch?v=qZA3tGMsREQ&utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">Movers for Mutts®</a>. Take, for example, news coverage about&nbsp;<a href="https://www.eastidahonews.com/2025/05/moving-company-donates-thousands-of-items-to-2-local-shelters-for-mothers-day/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">donations to local shelters</a>, which shows how local franchise efforts can translate into press coverage. Plus, the brand’s work around<a href="https://www.everythinglubbock.com/video/two-men-and-a-truck-lubbock-are-collecting-essential-and-food-items-for-the-third-year-so-support-our-veterans/11277528/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">&nbsp;supporting veterans</a> at the local level keeps getting media attention.Even creative, seasonal campaigns — like the brand’s annual&nbsp;<a href="https://www.fox2detroit.com/video/1731325?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">“Boxtume” Halloween segments&nbsp;</a>— have become repeatable PR wins, combining visual storytelling with local broadcast appeal.This blend of national authority and local activation creates a flywheel effect. Franchisees gain exposure in their markets, while the broader brand continues to build recognition at scale.<h2>A Breakout Year Fueled by Momentum</h2>In 2025, the results of this long-term strategy became especially clear. The brand’s record-setting 176 media placements reflect more than just increased activity — they signal a refined approach. Mainland and TWO MEN AND A TRUCK have identified the stories that resonate, the formats that perform and the systems required to execute consistently.The way Mainland and TWO MEN AND A TRUCK work together shows how PR can be much more than just a box-ticking exercise. It can actually drive major growth. By telling the brand's story on a national scale, making an impact locally and sticking to a smart, repeatable strategy, they've built a PR machine that grows alongside their franchises.The result is a consistent drumbeat of visibility — one that supports franchise development, strengthens community ties and reinforces the brand’s position as a leader in the moving industry.Growing and selling franchises is difficult. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit<a href="http://www.1851growthclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=two-men-and-a-truck-mainland-pr-strategy-2025-2731775" target="_blank" rel="nofollow">&nbsp;www.1851growthclub.com</a> and see what we can do for you.

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TWO MEN AND A TRUCK® PR Strategy: Record Visibility & Growth with Mainland

1851 Franchise

Over more than 10 years, Mainland has helped elevate TWO MEN AND A TRUCK’s marketing from tactical PR to a strategic growth engine, yielding a record 176 placements in 2025.

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

How TWO MEN AND A TRUCK® Leveraged Mainland to Power a Record-Breaking Year

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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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The Secret to Selling Franchises: You Spent Thousands at Multi-Unit. Now What?

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How TWO MEN AND A TRUCK® Leveraged Mainland to Power a Record-Breaking Year

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