Challenge the Pros: Jennifer Folger on brand standards and unit performance during ownership transitions and/or resales

How do you ensure continuity of brand standards and unit performance during ownership transitions and/or resales?

Jennifer Folger
Vice President of Franchise Growth
Eggs Up Grill

Ensuring continuity of brand standards and unit performance during ownership transitions requires a disciplined, structured approach that addresses training, people, and marketing in a coordinated manner. The objective is to protect the guest experience, sustain operational consistency, and position the restaurant for continued success from day one.

We begin by assessing whether the acquiring owner is an existing franchise partner or new to the brand, tailoring the transition plan accordingly. If an experienced franchise partner is purchasing an additional location, we evaluate their operational track record and overall portfolio depth. A partner who successfully operates multiple restaurants may require less foundational instruction. However, we still provide targeted onboarding to address unit-specific nuances such as historical performance trends, staffing structure, local market dynamics, and any operational opportunities. We also assess whether the restaurant has new equipment, updated technology platforms, or recently implemented processes that require focused training to ensure full alignment with brand standards.

If the buyer is new to the system, the process is more comprehensive. They must complete the full approval process and participate in our standard training program, identical to what is required for a first-time franchise partner developing their initial location. This ensures alignment with operational procedures, brand expectations, and cultural standards before assuming control of the business.

The people component is equally important. Whenever possible, we prioritize retaining existing managers and team members to preserve institutional knowledge and maintain operational stability. Continuity among staff minimizes disruption, supports morale, and reinforces consistency in service and product quality. Early and transparent communication with the team helps build confidence in the new ownership and reduces uncertainty during the transition.

From a marketing perspective, rather than positioning the change as a “Grand Reopening” or “Under New Management” event, we intentionally avoid messaging that could suggest disruption. Instead, we host a celebratory, community-focused event designed to drive traffic and showcase the strong guest experience the brand consistently delivers. Typically structured as a week-long activation, the event features daily offers, promotions, or contests to create sustained engagement. Many franchise partners incorporate a charitable element by donating a percentage of sales to a local organization, strengthening community ties and generating positive awareness. Supported by local store marketing, social media outreach, and in-store promotion, this approach reinforces continuity while creating renewed energy around the restaurant.