When every franchisee uses a different CRM or reporting system, getting a clear picture is nearly impossible.
“Different CRMs actually look at (a marketing) touch or attribution in very different ways.”
— Kenneth Schweighofer, Authority Brands
Burn Boot Camp’s Amber Burke echoed this, sharing how they had to go through a massive “cleanup process” before they could even begin leveraging insights (listen here). Leaders agree that aligning your network standards to only the best technology options allows for clear reporting, and in turn, confident, data-based decision making.
A core difficulty lies in balancing a strong, centralized brand identity with the need for local market relevance. Customers should be able to walk into any new location and recognize the foundational brand promise, but the experience can’t feel sterile or generic. This is where the “80/20 Rule” often comes into play:
“We’re looking for 80% the same (as a network), but that other 20% needs to be the secret sauce of the local market.”
— Lindsey McFadden, Stretch Zone
That 80% represents the core operational standards, visual identity, and brand voice that must be non-negotiable across the entire network. The remaining 20% allows for local adaptation, such as partnerships with local businesses, community events, or hyper-local social media content that speaks to the relevant audiences of that Franchisee’s area.
Ad costs keep climbing while consumers grow weary of digital-only campaigns. Heather Anderson of Streamline Brands explained that platforms like Meta have become “increasingly fragmented,” forcing brands to rethink their reliance on paid digital.
Now more than ever, marketing leaders must collaborate and encourage franchise owners to engage in their local communities to drive market awareness and lead generation. True franchise growth must balance both national and local marketing presence.
Trust is not merely a soft metric; it is directly tied to operational compliance and financial performance. When franchisees trust the corporate office, they are more likely to:
As Roxanne Conrad of Premium Service Brands notes, this requires conscious effort:
“Building that bridge of communication and transparency really does build that trust factor.”
— Roxanne Conrad, Premium Service Brands
Leaders across industries are doubling down on grassroots marketing.
“Franchising is a hyperlocal sport.”
— Justin Waltz, The Junkluggers
Successful operators are acting like the “mayor of their market,” investing in local events, partnerships, and community engagement.
Gut instinct is out. Unit-level economics is in.
“We’re a data-conviction company… driven by unit-level economics.”
— Ashley Mitchell, East Coast Wings + Grill
Freddy’s Frozen Custard & Steakburgers proved this by launching a limited-time menu item with Hershey’s, powered by consumer insights (episode here).
As Adam Povlitz of Anago explained:
“We’re looking at AI to solve business problems, not just for the sake of using AI.”
Gone are the days where ChatGPT is the end-all-be-all for implementing AI into your business. Franchise leaders are adopting AI in hyper-specific ways to solve specific problems for their owners.
The future of franchise marketing won’t be defined by one big trend. Instead, it will be shaped by the balance between technology and human connection.
Data and AI can sharpen strategies, but local trust and franchisee profitability remain the ultimate measures of impact.
“When we get caught up in the digital space and the chat GPTs of the world, it’s so important to remember why we’re in business…Stay local, stay kind, and your community will give back tenfold.”
— Justin Waltz, The Junkluggers
At Netsertive, we believe the strongest franchise brands will thrive by blending centralized strategy with localized impact. And in 2026, that balance will be more important than ever.
Want to hear more from the leaders featured here? Explore the full archive of The Art of Franchise Marketing podcast.
