Growing a Franchise
Strong, consistent communication between franchisors and franchisees is essential for driving system growth and individual franchisee performance.
Once the initial franchise deal is signed and the doors are open, the real work begins. At this stage in the journey, consistent communication is critical, not only to help franchisees succeed, but to keep the entire system aligned as it grows. In Phase 4 of The Ultimate Guide to Franchising Your Business, we explore how franchisors can maintain strong, ongoing communication with franchisees after launch, with insights from Brady Lee, chief operating officer at United Franchise Group (UFG).
“At United Franchise Group, we believe the key to strong post-launch communication is building lasting relationships with our franchisees and staying focused on providing the tools they need to succeed,” Lee said. “Our mission statement says it best: ‘We have one customer — our franchisee. When they are successful, we are successful.’ Every member of our corporate team is aligned with this mission and committed to supporting our franchisees on a daily basis.”
Strong communication requires structure, intention and follow-through. UFG makes this a system-wide priority through a variety of touchpoints, ensuring that franchisees are consistently supported across all departments.
“We prioritize regular check-ins, both in person and virtually, to maintain open lines of communication and ensure that franchisees feel supported and heard,” said Lee. “These touch bases come from various departments, including the brand presidents, operations team, marketing and tech, ensuring that they are getting the necessary support across the brand.”
To reinforce this communication beyond the corporate team, UFG also pairs new franchisees with experienced mentors. “New franchisees are paired with mentors who have been in the system for a while and can share best practices, which helps ease the transition post-launch,” Lee said. This peer-based communication builds confidence and helps new owners integrate into the culture more smoothly.
According to Lee, consistent engagement is directly tied to how franchisees perform and how satisfied they feel with the brand. “Consistent communication is key to franchisee performance and satisfaction,” he said. “Franchisees want to know that their franchisor is accessible and genuinely supportive of their business.”
That support can take many forms, but what matters most is that the franchisor remains present and involved. “Regular communication — whether through newsletters, phone calls or social media — helps strengthen the relationship between the franchisor and franchisee,” Lee said. “Over time, this consistent engagement builds trust, fosters a stronger bond and leads to more connected and engaged franchise owners.”
With franchise systems growing more complex and often spanning large geographies, the right tools make a major difference. “We communicate with our franchisees through a variety of channels, and honestly, each one tends to resonate differently depending on the individual owner,” Lee said.
One of the most effective strategies UFG uses is a direct monthly video update from their CEO. “Our CEO sends out a monthly video to the entire franchise system, which is an effective way to share high-level updates across all the United Franchise Group brands,” Lee said.
At the brand level, each franchise network has its own cadence of updates. “We also send regular communications — ranging from weekly to monthly newsletters — along with video messages from the brand president,” said Lee. These updates are practical, tactical, and timely. “Regardless of the format, each communication highlights key updates from the month, action items, new vendor partnerships, and important brand news.”
UFG doesn’t rely solely on digital communication. In-person events play a huge role in strengthening relationships and sharing knowledge. “Our brands host annual conventions and regional meetings throughout the year,” Lee said. “Our team also makes regular site visits to spend one-on-one time with franchise owners, further strengthening relationships and support.”
Beyond the brand-specific meetings, UFG organizes large-scale gatherings that unite its entire franchise system. “United Franchise Group also hosts a World Expo every three years, bringing together our entire franchise system — including international partners — for a global event focused on connection, learning and growth,” Lee said.
All of these touchpoints, from the one-on-one site visits to system-wide video messages, are about more than just updates. They’re about alignment, trust and shared vision. “These consistent touchpoints help build morale, foster transparency and keep everyone aligned with the brand’s direction and goals,” Lee said.
As your franchise network grows, keeping these relationships strong through structured, transparent communication will be one of your most valuable investments.
Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.
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