2025’s Top Franchise Legal Players: Rich Greenstein - DLA Piper

Legal Player: Rich Greenstein
Firm: DLA Piper

Rich Greenstein, a partner at DLA Piper, is a veteran franchise attorney with decades of experience guiding brands through the legal complexities of franchising. His entry into the field was somewhat unplanned, beginning when he shifted from IBM’s legal department to a boutique firm in Atlanta. There, he took on the role of lead franchise lawyer, a move that would shape the rest of his career and position him as a trusted adviser to both domestic and international clients.

Over the years, Greenstein has built a reputation for being at the forefront of franchise law, drawing on his breadth of experience to help franchisors strengthen their systems and protect their brands. At DLA Piper, he continues to stand out for his deep industry knowledge, problem-solving ability and commitment to supporting businesses through every stage of their growth. His long career reflects both an adaptability to the evolving franchise landscape and a dedication to helping clients build sustainable, resilient brands.

1851 Franchise reached out to Greenstein to learn how franchisors can protect their brand and avoid legal mistakes. Check out his insights below.

1851 Franchise: How did you fall into franchising? 

Rich Greenstein: After leaving IBM Corporation's legal department, I joined a small boutique firm in Atlanta which specialized in "computer law." One attorney in the firm had a small franchise practice, and when he left to go in-house with his largest franchise client, I volunteered to become the firm's lead franchise lawyer. The firm appointed me to that position, and it turned out to be the best decision I ever made.

1851: What do you see as the most important things franchisors should do to protect their brand? 

Greenstein: Franchisors need to be vigilant in monitoring their franchisees' compliance with the brand standards and other mandates set forth in the Operations Manual. Complying with the terms of the franchise agreement is not sufficient enough to protect the brand.

1851: How important is the information in item 19? 

Greenstein: It can be important if the Item 19 information is fulsome and presents the information in a manner that allows the prospective franchisee to truly understand the economics associated with the operation of a franchised outlet. But Item 19 alone is generally not sufficient. It is incumbent for every prospective franchisee to talk with existing franchisees about their experiences with the brand and the franchisor and to gather as much financial information as possible to assist them in modeling their investment in a franchise.

1851: What is the single largest legal mistake brands make? 

Greenstein: Failing to seek feedback from their franchisees and, as necessary, to alter aspects of the franchise system to address problems exposed by such feedback. Additionally, don't make the same mistake twice when dealing with problems within the franchisee community.

1851: How does DLA Piper stand out as a franchise law firm? 

Greenstein: We bring years of experience and knowledge to our clients, both domestic and international. We have been on the cutting edge of franchise law since its very beginning, and there is very little in the way of legal matters associated with franchising that we have not encountered.

1851: What is the best business advice you have received in your career? 

Greenstein: When I was considering leaving my previous law firm more than 20 years ago, a very successful businessman and close friend simply said, "My advice to you is to join the law firm with the best franchise practice and help make it even better."

1851 Franchise’s Supplier Database connects franchisors and franchisees with top legal experts. If you need guidance on agreements, compliance or disputes, click here for more information.