But behind every success story are also cautionary tales—franchisees who jumped in too quickly, only to find that the reality didn’t match the marketing.
That’s why due diligence is not just important, it’s essential. Before you sign a franchise agreement, you should be asking tough, values-driven questions that give you a real picture of the business you’re joining. Here are some of the most critical areas to explore.
What are the brand’s values—and do they align with mine?
A franchise is more than a business; it’s a partnership. If the franchisor’s values don’t align with your own, the relationship will feel strained from day one. Ask the leadership team to articulate the company’s purpose and values, and don’t just settle for words on a poster. Dig into examples: how do those values show up in decision-making, franchisee support, and customer experience?
A brand that talks about community, but is primarily motivated by aggressive expansion at all costs, may not be the right fit if you’re looking for long-term, sustainable growth.
Who’s running the show—and what’s their track record?
Behind every franchise brand is a management team whose experience will directly shape your future success. Ask how long the team has been in place, what their backgrounds are, and whether they’ve grown other successful franchise systems.
Equally important is the level of turnover in leadership. A revolving door at head office can be a red flag, suggesting instability or misaligned priorities. Remember, you’re not just buying into a logo—you’re buying into the expertise and stability of the people running the brand.
Who will support me day-to-day?
One of the biggest selling points of franchising is support—but not all support structures are created equal. Ask to meet the business coaches, field support managers, or trainers who will be guiding you once you launch. What’s their background—do they have hands-on business experience, or are they fresh out of university with little real-world understanding?
Find out what the ratio of coaches to franchisees is. If one support manager is juggling 60 franchisees, you’re unlikely to get the personalised guidance you’ll need in those crucial early months.
What does the system look like when things go wrong?
Franchisors often highlight their success stories, but equally important is how they handle challenges. Ask bluntly: how many franchisees have left the system in the past 12 months? How many closures or terminations have there been?
A healthy franchise network isn’t one where nobody fails—that’s unrealistic. It’s one where failures are analysed, lessons are learned, and support structures improve as a result. If a franchisor is vague, defensive, or unwilling to share these numbers, consider that a warning sign.
Can I speak to existing franchisees—and choose who I speak to?
Franchisors will often introduce you to “model” franchisees who are thriving in the system. While those conversations can be useful, they don’t give you the full picture. Ask to speak to a random sample of franchisees—including newer ones who are still in the trenches, or those who may have struggled before turning a corner.
Be wary of a franchisor who won’t let you choose who you contact. Transparency is the hallmark of a healthy system; a lack of access is a red flag.
What are others saying about this brand?
Your due diligence shouldn’t stop at the franchisor’s own network. Do some independent digging. Check reviews on platforms like Glassdoor to see how head office staff feel about the company. If employees are consistently reporting high turnover, lack of support, or poor leadership, that should give you pause—it’s often a reflection of how franchisees will be treated too.
Equally, look at customer reviews. Are they glowing, or are there recurring complaints? A franchise’s reputation with its customers will ultimately become your reputation.
What happens after I sign?
Finally, ask about the roadmap after you put pen to paper. What does onboarding look like? How intensive is the initial training? What happens in the first 90 days, and how does support evolve after that?
A strong franchise will have a clear, structured pathway that takes you from rookie to competent operator. If the plan feels vague or over-reliant on you to “figure it out,” you may be signing into a system that hasn’t fully matured.
The bottom line
Joining a franchise should feel like stepping into a partnership where both sides bring value to the table. Don’t be afraid to ask hard questions. A good franchisor will welcome them, because they’re as invested in finding the right fit as you are.
The shiny brochure might spark your interest, but it’s the answers to these deeper questions that should guide your final decision.
