What advice do you have for someone considering buying their first franchise?

Many considerations go into purchasing a restaurant franchise, and it can be difficult to know where to start. From securing the proper financing to selecting the right brand to knowing how to start operations after purchase, the initial steps of restaurant ownership can be an overwhelming time. Franchise Update asked several successful franchisees who have been through the process for their advice to others considering buying their first franchise.

Deciding to purchase a restaurant franchise starts with research and due diligence. Candidates should thoroughly review the FDD and ask the franchisor many questions. Several operators also mentioned the importance of speaking with other franchisees in the system who can often provide a better sense of the challenges and responsibilities of ownership.

When exploring a franchise opportunity, people should decide if the brand matches their values, skill set, and desired lifestyle. Several franchisees said one of the keys to success is following the franchisor's proven system from day one. That is part of the value of purchasing a franchise, so properly executing the system gives you the best chance of success.

In this week’s Franchisee Bytes section, we asked multi-unit restaurant franchisees about the impact social media has had on their business. They all said that it has been an effective platform to promote the brand and reach customers. The downside of social media is avoiding and managing negative reviews, which can do as much damage to a brand’s perception. See the comments below to learn more about what restaurant franchisees think about how social media has affected their business.

Marshall Degani

Company: Neptune New Millennium, LLC
Brands: 6 Kolache Factory
Years in Franchising: 25

Validate, validate, validate. The FDD tells you what the franchisor is legally required to disclose; existing franchisees tell you what the business is actually like, so call as many people who will pick up the phone. Second, make sure the concept fits the life you want. I'm partial to a bakery café model because we're finished serving by mid-afternoon, which is a very different life than running a dinner concept. Finally, go in with more working capital than you think you need, and once you're open, follow the system. You paid for a proven playbook; the fastest way to struggle is to start rewriting it in year one.

Kristy Rans

Company: Prime Hospitality Group
Brands: 12 Ruth’s Chris Steak House
Years in Franchising: 25

Spend as much time evaluating the franchisor and its leadership as you do reviewing the financial opportunity. Ask every question you have, talk candidly with existing franchisees, understand the support systems and expectations, and be honest about whether the brand’s values and operating model align with your own. Do not be discouraged by the first “no.”  Many worthwhile opportunities require persistence, thoughtful follow-up, and a willingness to keep finding the right path forward. A strong brand can provide an excellent foundation, but success still requires engaged ownership, disciplined execution, and the right people.

Matt Roth

Company: Geaux Route Partners
Brands: 3 Walk-Ons Sports Bistreaux
Years in Franchising: 7

Listen to the franchisor. When we first bought into Walk-On's, we did everything the corporate office told us to do while starting up the business. They had already been there and done that, and they had professionals with experience from other national brands. We listened, followed their guidance, and executed the model they had built, and I think that's a big part of why we've become one of the top Walk-On’s franchisees today.

Jason Thomas

Company: Marquee Coffee LLC
Brands: 3 Bad Ass Coffee of Hawaii
Years in Franchising: 3

My advice is to approach your first franchise as an investment decision, not simply an emotional attraction to the brand. Study the unit economics, understand the true capital required through the break-even point. Speak candidly with both successful and struggling franchisees, and evaluate the franchisor’s leadership, support systems, and long-term vision. Choose a concept that fits your market and your strengths as an operator because a strong brand can provide the blueprint, but disciplined execution is ultimately what creates success.

Franchisee Bytes

How is social media affecting your business?

Social media has been a game changer for our brand. Dave’s was built on digital buzz, and we continue to embrace all platforms to engage our audience. We have been able to build a passionate fan base with our huge followings on TikTok and Instagram.
-Lawrence Kouri, Multi-Unit Owner-Operator, 22 Dave’s Hot Chicken

It has a positive impact. As an example, the popularity of the chicken sandwich was brought through social media platforms, and our sales have gone up in double digits.
-Ali Lakhany, Chief Executive Officer, CSM Group, 141 Popeyes Louisiana Kitchen, 11 Tim Hortons, 2 Andy’s Frozen Custard, 1

Social media is an extraordinary concept that affects our business in practical ways. We used to look at the street sign as the first impression a guest has of your business. Today, social media shapes first impressions, drives traffic, and amplifies our reputation, making every post an extension of our brand and culture. When it is used intentionally, it connects us to guests, supports our teams, and strengthens the consistency and trust we’ve built across all locations.
-Lisa Starnes, Franchise Owner, Starnes Holdings, 8 Captain D’s

Social media helps us reach audiences, such as customers and potential employees, who would otherwise be difficult to reach. But it is also a platform that thrives on negativity, and one bad customer experience that goes viral can damage a brand and its employees. It’s a blessing and a curse, and handling both of those is a delicate balance.
-Mike Kulp, CEO, KBP Brands, 828 KFC, 119 Arby’s, 85 Sonic, 56 Taco Bell

It is helping us grow. You can’t reach everyone through newspapers like we did 30 years ago. We spend money on Facebook and TikTok to reach customers where they are.
-Matt Davis, President, The Davis Restaurant Group dba the Honey Baked Ham Co., 22 Honey Baked Ham

The younger demographic uses it as their main form of communication. It is great for marketing and promoting new menu items.
-Shak Patel, Multi-Unit Franchisee, Breaking Bread LLC, 6 Potbelly, 1 The Halal Guys

It has broadened our appeal to those who don’t know us and opened our brand up to a younger guest. Sadly, when there is a negative event, our opportunity to make it right for one guest manifests as an open issue to the masses, so we have less control over mistake resolution.
-Tamra Kennedy, Franchise Operator, Twin City T.J.’s, 6 Taco John’s

It’s reputation management in real time, and it can make you or break you in an instant. No matter how many positive reviews you get, it only takes one negative video to go viral to hurt the entire brand. A lot of times, customers don’t even come to you to help solve the issue, and you find out about it at the same time as the rest of the world.
-Chris Aslam, CEO & Principal, Rock Strategies and various entities, 59 Jack in the Box, 5 Golden Chick, 5 Hawaiian Bros Island Grill