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Name:&nbsp;<a href="https://www.linkedin.com/in/kimsanderslewis?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-25-franchise-marketing-leaders-kim-lewis-chief-marketing-officer-capriottis-sandwich-shop-2731651" target="_blank" rel="nofollow">Kim Lewis</a> Role: Chief Marketing Officer Brand:&nbsp;<a href="https://www.ownacapriottis.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-25-franchise-marketing-leaders-kim-lewis-chief-marketing-officer-capriottis-sandwich-shop-2731651" target="_blank" rel="nofollow">Capriotti’s Sandwich Shop</a>Kim Lewis’ path into franchising was a natural one. After working in restaurants throughout high school and college, she cut her teeth in corporate CRM and digital marketing during a pivotal time when the industry was shifting from traditional brand building to a more digital-forward approach.In 2017, she was brought in to help a major restaurant franchisor modernize its marketing engine — an experience that showed her franchising is the perfect intersection of strong brands, strong operators and scalable growth systems. At Capriotti’s, she unites strategy, storytelling and structure to help operators win in every market.<h2>Q&amp;A With Kim Lewis, Chief Marketing Officer, Capriotti’s Sandwich Shop</h2>1851 Franchise: How did you find your way to franchising and franchise marketing?Kim Lewis: My path into franchising was an evolution of the work I’d been doing in multi-unit retail and restaurants for years. I worked in restaurants in high school and college, then came up through corporate retail CRM and digital marketing while the industry was shifting to a more holistic, digital-first growth model.In 2017, I had the opportunity to help a large restaurant franchisor modernize its marketing engine and make the leap into a multi-dimensional digital powerhouse. During that time, I learned that franchising is the perfect intersection of my passion for strong brands, strong operators and scalable growth. I’m now bringing all of that together in a new way at Capriotti’s.1851: What makes franchise marketing uniquely challenging (and rewarding) compared to corporate-only marketing?Lewis: Franchise marketing is equal parts strategy, storytelling and systems.Corporate marketing often focuses on driving national demand, but franchise marketing requires systems that operators can execute consistently, confidently and profitably. Everything has to be simple, scalable and rooted in clarity. A great idea that franchisees don’t believe in or can’t execute isn’t a great idea.The reward is that when you get it right, the impact is multiplied. You see campaigns come to life in real communities. Operators gain momentum. Teams take pride in being part of something bigger. Franchisees have made significant personal investments to build their businesses, and there’s nothing more rewarding than helping them win.1851: What is the single most powerful lever a marketing team can pull to directly impact franchisees’ profitability at the unit level?Lewis: Menu architecture and pricing strategy. Marketing can absolutely drive traffic, but profitability is won or lost on what guests buy, how they buy it and how efficiently operators can execute.A well-designed menu guides mix toward profitable, high-trust items, reinforces your value story, supports throughput and labor efficiency, protects margins, simplifies training and creates a consistent experience guests come back for.When menu architecture, pricing and messaging work together, you create a profit engine that runs every single day — not just on promotion days or when media is working overtime.1851: What is an untapped marketing opportunity you see for franchise brands?Lewis: I think franchise brands underestimate the power of narrative consistency. Brand guidelines aren’t enough — you need alignment across operator-facing, national and local messaging.When the brand story, the value story, the menu story and the local community story all align, the guest experience feels seamless and trustworthy. That’s how you build loyalty that lasts beyond a single offer or season.There is a huge opportunity for brands to give franchisees plug-and-play messaging that aligns with national strategy but still feels local and personal. That’s where modern franchising wins.1851: What is one marketing fad or buzzword that you believe will actually deliver real results in the coming year?Lewis: Personalization — but only when it’s grounded in real guest insights and not used as a gimmick.I don’t mean “Hi Kim!” subject lines. I’m talking about using behavior patterns, product affinities and channel preferences to serve relevant stories, offers and menu items that matter.At Capriotti’s, we’re rolling out a new customer data platform in early 2026 and expanding our marketing team so we can quickly turn insights into action. When personalization is actionable and practical, franchisees see the impact in traffic, frequency and check.1851: What’s your boldest franchise marketing take?Lewis: Complexity is the silent killer of franchise performance. Brands add new products, new platforms, new promotions and exceptions with good intentions. But when complexity grows faster than clarity, execution and profitability suffer.My bold take is that the most revolutionary thing a franchise brand can do is simplify.Simplify systems. Simplify menus. Simplify tech stacks. Simplify messaging. Simplify the path for operators to win.The future belongs to brands that create alignment, reduce friction and build trust through consistency and executional excellence.Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit&nbsp;<a href="http://www.1851growthclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-25-franchise-marketing-leaders-kim-lewis-chief-marketing-officer-capriottis-sandwich-shop-2731651" target="_blank" rel="nofollow">www.1851growthclub.com</a> and see what we can do for you.

Franchise Marketing Strategy: Kim Lewis, CMO Capriotti's Sandwich Shop

1851 Franchise

Lewis combines her experience in multi-unit retail, digital transformation and data-driven brand building to grow one of the most beloved sandwich franchises in America.

Top 25 Franchise Marketing Leaders: Kim Lewis — Chief Marketing Officer, Capriotti’s Sandwich Shop

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How much can franchisees make? It’s a question many prospective owners ask before investing in a franchise. While earnings tend to be driven by variables such as industry, location and general management skills, a proper understanding of the key factors driving profitability can help franchise owners develop expectations that are realistic.&nbsp;Multi-unit franchisee&nbsp;<a href="https://www.linkedin.com/in/mangesh-patel-9368569/">Mangesh Patel</a>, who’s readying the launch of six&nbsp;<a href="https://www.beefobradysfranchise.com/">Beef ‘O’ Brady’s</a> restaurant locations in the Macon, Georgia area, shares insights from his franchising experience.<h2>Understanding Franchise Income</h2>Keeping operational costs in check can have a major impact on overall earnings. Taking a proactive approach to expenses such as food and labor, as well as payroll and scheduling, can help align actual franchise income with general expectations for the business.“I just had a meeting with a couple of people, and they said, ‘You talked about a 25% profit margin, but I’m only doing 12%.’ So, I looked at the figures they sent me,” Patel said. “Their&nbsp;<a href="https://1851franchise.com/calculate-restaurant-franchise-profit-2730476">restaurant</a> food cost was running at 37%, which should be around 30%. The national average is about 32%. If I do things correctly, my average food cost needs to be at or below 30%. And payroll should run around 18%. But many people run 25 to 28%.”So,&nbsp;<a href="https://1851franchise.com/unraveling-franchise-earnings-how-much-can-you-really-make-2723935">how much can franchisees make</a>? Here are five areas to consider.<h2>Practical Tips for Prospective Franchisees</h2><ol><li>Control Costs From Day One:&nbsp;It’s important to monitor payroll, food and supply costs closely. Overstaffing and inefficiencies can quickly reduce profits.</li><li>Plan For The Opening Surge:&nbsp;Traffic within the first few months of opening is likely to be higher. It’s important to adjust staffing and inventory accordingly, and pay close attention to how those levels change as time goes on.</li><li>Invest In Training:&nbsp;Properly trained workers can help reduce waste and improve overall service, which has a direct effect on net income.</li><li>Understand Your Market:&nbsp;Each market is unique and revenue potential will vary depending upon location, demographics and competition.</li><li>Track Metrics Regularly:&nbsp;Food cost percentages, labor ratios and weekly sales data act as key indicators operations may need to be adjusted.</li></ol><h2>What Profitability Really Comes Down To</h2>Patel notes that if franchise owners manage labor and costs properly, it’s not impossible to achieve strong cash flow even in the first year, bucking some franchising trends.So,&nbsp;<a href="https://1851franchise.com/how-much-can-you-make-as-a-franchise-owner-2724761">how much can franchisees make</a>? While results tend to vary, careful planning, disciplined operations and a proactive approach to assessing initial costs are essential. But by grasping and guiding the elements that drive franchise profitability, franchise owners can maximize overall business earnings, scaling a business that’s sustainable financially over the long term.Want to learn more about franchise opportunities on 1851 Franchise? Be sure to visit our&nbsp;<a href="https://1851franchise.com/power-rankings">Power Rankings</a> to read more on brands making moves.

How much can franchisees make? This guide explains what drives franchise earnings and how to manage costs, with expert tips from multi-unit owner Mangesh Patel on maximizing your franchise income.

How Much Can Franchisees Make? A Guide for Prospective Franchise Owners

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Top 25 Franchise Marketing Leaders: Kim Lewis — Chief Marketing Officer, Capriotti’s Sandwich Shop

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