Attracting Multi-Unit Franchisees Can Fuel Exponential Growth

a multi-unit franchisee in a suit talks to their regional franchise rep over the phone

Attracting multi-unit franchisees to your business can grow your brand exponentially but finding the entrepreneurs who fit that profile can be challenging. 

These aren’t your typical one-off franchise buyers. Multi-unit owners typically have deeper financial resources, established leadership teams, can scale operations with ease and are invested in the long-term success of the system. From a brand perspective, franchisors can benefit from streamlined operations, faster market penetration and brand consistency across locations. 

In recent years, the number of multi-unit owners has increased. Of the 420,000 franchised units in the U.S., more than 50% are controlled by multi-unit owners, according to Franchise Update Media. One particular area of growth recently has been with owners who have more than 50 units, which has grown by 112% since 2019. 

But how do you find these magical, deep-pocketed investors? Get your typing fingers warmed up, refocus your eyes and get ready to dig into some market research. 

Prepare to target multi-unit owners 

Multi-unit franchise development focuses on recruiting franchisees who are interested in, or capable of, owning and operating multiple franchise locations. This strategy enables brands to scale efficiently and establish a stronger market presence.  

The first step is identifying your audience to ensure you’re going after the right investor who is going to be interested in your brand.  

That means reaching them where they hang out, in what they read, through what they watch and listen to on the radio or streaming service. This tailoring can take time and significant market research to develop the right persona or personas, depending on your targeted audience. 

It’s time to launch a campaign 

Once you’ve identified your targeted persona(s), it’s time to put that research to work and launch your targeted campaign.  

We use data-driven insights to create targeted messaging that emphasizes scalability, operational support and the long-term potential of multi-unit ownership. Ideal candidates are often experienced business professionals or existing franchisees in other systems who are ready to diversify their portfolios. They generally also have a strong financial background and an entrepreneurial mindset.   

The key is to tailor your message to reflect the investment and operational scale required for multi-unit ownership. It’s also important to offer comprehensive support and resources to multi-unit franchisees.  

Effective channels include digital marketing, targeted franchise industry events and specialized franchise development websites where seasoned investors often look for opportunities. LinkedIn is a particularly powerful tool for connecting with multi-unit candidates. 

One of the more popular trends in multi-unit franchising is in offering non-traditional location options. Think airports, college campuses, hospitals, gas stations, truck stops, big box stores, etc. 

These locations can often have lower overhead and multi-unit owners can develop them quickly, as opposed to stand-alone locations that require additional development time. These locations can also be a benefit for the franchisor. Not only do they offer the ability to get into high-traffic areas, but they also increase brand visibility and can attract new customers that might not be in your targeted audience. 

Attracting multi-unit franchisees requires a strategic approach that highlights your brand’s scalability, support and potential for long-term success. 

Curious to Know
What we can do for you?

Get In Touch