A common misconception in the brewpub franchise industry is that not brewing beer onsite somehow diminishes authenticity or the sense of community. This viewpoint suggests that a brewpub can only genuinely engage with its local community if the brewing process happens within its four walls. But a brand like Voodoo Brewing Co. challenges this assumption through its innovative franchise model, which separates the labor-intensive brewing process from the local pub experience. This strategic division enables franchisees to devote more energy to community engagement, personalized branding and locally-focused menus, thus reinforcing — not reducing — the authentic, community-centered atmosphere. 

"We've heard negative feedback about being a franchise, mainly because there's a perception that it's not local enough," said Matt Hass, director of marketing at Voodoo Franchise Group. "We are a national franchise brand, but our business model and concept is about tailoring each location to its individual community.”

Tom Guzick, Chief Marketing officer of Voodoo Brewing Company & Digital Field Marketing & Brand Standards Manager of Voodoo Franchise Group, highlights that one of the more frequent critiques the brand receives is the absence of on-site brewing. "One of the bigger negative feedbacks sometimes is that they're not actually brewing on-site and it's a brewpub restaurant," Guzick said. "The fact is, our franchise model allows our owners to get all the benefits of having great products without actually physically producing the beer. This is a positive for our franchise owners. They don't have to be in the brew house, 12, 16 hours a day."

According to Guzick, this brewing arrangement is a strategic advantage. Franchisees benefit from expertly crafted products without the burden of the production process itself. 

"We have three brewers outside my door here that come in early every morning, usually by 4:30 or 5:00 a.m.," Guzick said. "To be able to just get that product and be part of the brand without having to oversee the entire brewing process is very positive for the owners."

Hass underscores another layer of Voodoo’s local authenticity: community-specific branding. "Not having the burden of brewing beer is what allows us to shift some focus to the community," Hass said. "Every location gets its own branding, its own menus. Franchisees tap into a system with corporate guidance, but they truly own their restaurants — not just financially, but metaphorically."

But the local flair doesn't stop at the food menu. “We encourage our store owners to bring in local guest beers,” Hass said. “Whatever prominent breweries have grown up in their market, we always want those products in our pubs. It reinforces the sense of community that we’re going for."

Guzick echoes this sentiment, noting that each franchisee collaborates closely with the corporate artist to develop location-specific logos and branding elements. 

"Getting to work with our artist, Tom Ness, is one of the fun parts," Guzick said. "Franchisees sit down and discuss their community, their culture, their identity — this really makes it feel like their own location rather than just a corporate site."

Moreover, Hass adds that the local identity doesn't stop at visuals. Approximately 25% of each location’s food menu is customizable to reflect local tastes, while Voodoo encourages franchisees to feature local guest beers alongside Voodoo’s proprietary brews.

Hass also points out the practical appeal of the franchise model for investors: "I think another important point is that some of our franchise owners chose this model precisely because they don't want any part of the process of brewing beer. Our brewers often start their day at 4:30 or 5:00 a.m. and work late hours. Franchisees prefer to focus on the restaurant and pub experience, without being tied down to brewing operations."

Ultimately, Voodoo's strategy turns what some perceive as a drawback into a powerful advantage. The brand’s approach allows franchisees to concentrate on creating a strong local presence and community connection, proving definitively that "craft beer without community is just beer."

For more information on franchising with Voodoo Brewing Co., visit https://1851franchise.com/voodoobrewingco/info.