Franchise brands have a communications challenge that most businesses don’t: they’re often trying to speak to two very different audiences at the same time.
There are customers, who need a reason to visit, buy and come back. Then there are prospective franchisees, who are looking at the same brand and asking completely different questions, even those who started as customers.
At Bubblegum Canada, we work with brands on both sides of that equation, and we see a common mistake: assuming that strong consumer PR will automatically translate into franchise interest.
It can certainly help. A recognisable brand with positive consumer momentum is a much easier story to tell than one nobody has heard of. But awareness is only part of what a potential franchisee is looking for.
They want to know: how is the brand different from competitors? How are they making a positive difference in the communities they serve? What is the brand’s story? Is there strong leadership? Are they innovative? What has their growth looked like, and who are some standout franchisees that demonstrate the success and potential of the opportunity?
One opening, two opportunities
Take a new location opening. The consumer story might be that a popular restaurant, salon or retailer is coming to town. But look at the same opening through a franchise lens and there could be a much bigger business story. Maybe it is the brand’s first location in a new market. Perhaps it is being opened by an existing franchisee investing in their second or third unit. Or it could be one of several locations planned as part of a wider expansion.
Nothing about the news itself has changed. What changes is the story you choose to tell. That is why we encourage franchise brands to ask two questions when something newsworthy happens: why would a customer care? And why would a potential franchisee care?
Your best story might already be inside the system
Franchisees themselves are often one of the most compelling parts of a franchise story. There is the owner who left a completely different career to start a business. The franchisee who opened one location and decided to invest in three more. The family passing a business to the next generation. These stories put real people behind growth numbers.
Look at the stories between the news
Franchise communications can become overly focused on announcements: another location, another market, another development agreement. Those milestones matter, but there are plenty of story opportunities between them.
Founders and franchise executives are sitting on firsthand knowledge about real estate, consumer behaviour, labour, multi-unit ownership and the realities of growing a business. In our experience, there is a more interesting story when a brand can explain why and how it is growing, rather than simply announcing that it is.
Prospective franchisees are going to research a brand before making a major investment. They will find the franchise website and recruitment materials, but they may also find interviews with the founder, profiles of successful franchisees and commentary from company leadership. That broader story can help someone understand what the brand looks like beyond its own sales materials.
Franchisors do not need to choose between consumer PR and franchise PR. The opportunity is to look at each story through both lenses. The next time your brand has something worth talking about, look at it twice: once through the eyes of your customer, and once through the eyes of someone who might want to own one.
You may find you have two very different stories to tell.
Key Takeaways
- Franchise brands face a unique challenge as they communicate with both customers and prospective franchisees.
- Strong consumer PR doesn’t automatically attract franchise interest; potential franchisees seek deeper brand insights and stories.
- Franchise openings can be framed as big stories beyond the consumer angle, emphasizing opportunities for franchisees.
- Compelling franchise stories often come from franchisees themselves, showcasing personal journeys and successes.
- Brands should explore each newsworthy event from both customer and franchisee perspectives for richer storytelling.
