Griswold Targets Richmond, Virginia for Franchise Development to Meet the Demand for Non Medical In-Home Care

Griswold, the non-medical, in-home, senior care franchise company with 170-plus units across the U.S., is ready to change the lives of not only seniors in Richmond, Virginia, but also potential entrepreneurs with a passion for service. 

The COVID-19 pandemic has created an increased need for Griswold’s in-home care, and the size of the senior population in the U.S. is only increasing. According to AARP, there will be more people aged 65 or older than under 18 by 2034. Now, Griswold is looking to fill this demand in cities across the country and is specifically eyeing Richmond and Virginia Beach as prime target markets. 

“There are a lot of retirees that have settled in these markets, and the demographics really lean towards the side of our clients,” said Brian Hill, Franchise Development Manager. “There is typically a higher median age in these targeted areas. There is a higher median household income as well. These areas are also heavily populated with retired veterans. All of this makes it really ripe for what Griswold does.”

Elderly adults and adults with disabilities or illnesses have many unique needs, which is why Griswold offers a wide variety of services to accommodate their clients. The brand’s care plans are customized to fit each client and can be adjusted as their needs change over time. The home care services include homemaking, personal care, companion care, hospice and palliative care support, respite care, live-in and overnight care and more.

By 2040, nearly one in every five Virginians will be older than 65. Hill says there are two territories available in Richmond, and both have a population of at least 60,000 seniors, which is significantly higher than the brand’s typical demographic criteria of 20,000. Additionally, the team has identified three to five more territories available in the greater metropolitan area. 

Griswold also already has two franchisees operating in the state of Virginia. One of those franchisees is Christine Friedberg, who signed on with the brand over a decade ago in Alexandria. Friedberg comes from a background in franchise marketing and research consultancy. While doing sales and market research for a national home care company, Friedberg came across Griswold. 

“Personally, I had just had my first child and was on the road traveling a lot,” said Friedberg. “I felt like I was missing a lot of her formative years, so that spurred me to do something different. I wanted to be involved in the local community, make a difference in people’s lives and enter a growing industry. It occurred to me that Griswold really checked all the boxes of what I was looking to do.”

Now, 11 years into franchise ownership, Friedberg says Virginia has been a prime market for the brand. “This is a very business-friendly state — it is a place where families stay for multiple generations,” she said. “Northern Virginia also has a big population of people coming for the state department, the military, etc. There is a growing population everywhere you go, and the demand for senior care is growing alongside it.”

Friedberg says the most satisfying part of Griswold ownership has been the ability to help people on a daily basis. “It is an amazing industry — we are there for families in a time of crisis,” she said. “It is really rewarding to be reminded of the good you are doing through all the hard work. It is about working hard so you have that flexibility and can spend more time with family.” 

Griswold offers its franchisees broad support, larger territory sizes, lower start-up costs and a proven business model as it focuses on providing home care to the elderly and those with illnesses and disabilities. Looking ahead, the Griswold team is eager to partner with other qualified and passionate entrepreneurs like Friedberg to further expand the brand in the state of Virginia. 

“There is a lot of opportunity to grow a new business in these markets, but franchisees will also be able to lean on support nearby,” said Hill. “Now more than ever, there are people in need throughout every community, and our franchise opportunity allows passionate entrepreneurs to provide that helping hand while also building a bright future for themselves.”

The estimated total investment necessary to begin the operation of a Griswold franchise ranges between $95,850 – $174,100. For more information on franchising with Griswold, visit: https://1851franchise.com/griswold