Investing in a franchise isn’t a decision to be taken lightly. Not only do you have to analyze potential profitability, the impact on your daily life, and investments of the franchise, but you also need to examine the company culture.
When investing in a franchise, company culture is one of the most overlooked parts of the research process. Entering a misaligned company culture can make you feel like a fish out of water, afraid to speak up, ask questions, and get feedback. But, a positive, supportive culture can feel like family, where you feel supported and encouraged along your journey.
Finding this company culture to see if the franchise you’re considering is a good fit isn’t exactly straightforward. You can’t simply read the company’s mission statements and get a feel for how the Zoom room will be when you enter those regular corporate calls. Instead, there are a few ways you can get further into the trenches and do some detective work to figure out if this franchise is right for you.
1. Get Some Franchisee Face Time
Forget the polished presentations. The real story is with the franchisees already in the system. These are your future colleagues, support network, and potential sounding board. The Franchise Disclosure Document you get will be a big help as it will have a list of all the franchise’s U.S. franchisees.
Reach out to franchisees in different locations and ask them about their experiences. While face-to-face, be sure to ask the tough questions, including:
- "What's the relationship like with the franchisor?" (Are they partners or dictators?)
- "How well does the corporate office support you?" (Training, marketing, tech – the full picture)
- "Would you do it again?" (The ultimate gut check)
- "What's the biggest challenge you've faced, and how did the franchisor help you overcome it?" (This reveals how they handle the rough patches)
- "How would you describe the overall company culture?" (Look for consistent themes in their answers)
Pro-tip: Don't just talk to the "star" franchisees. Seek out a mix of voices, including those who have been in the franchise for different lengths of time.
2. Internet Sleuthing: Beyond the Hype
The internet is your friend when understanding what to expect when investing in a franchise. There’s a wealth of insight waiting for you to find in online reviews, forums, and social media groups related to the franchise.
As you start to find information, look for patterns in the feedback. Are franchisees generally happy? Are there recurring complaints? Take everything with a grain of salt (people love to vent online!). But look for consistent themes. Glassdoor and Franchise Business Review can be good resources.
3. Headquarters Visit: A Sneak Peek Behind the Curtain
If possible, visit the franchisor's headquarters. This is your chance to see the inner workings firsthand and get a feel for what it’ll be like to attend onboarding, trainings, professional development sessions, and other meetings. Luckily, most franchise opportunities will offer this "Discovery Day" type experience.
While there, pay attention to how employees interact with each other. Is the atmosphere energetic and collaborative, or tense and competitive? Do the people seem genuinely passionate about the brand? Talk to some of the support staff – they often have a great pulse on the true culture.
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4. Beyond the Buzzwords: Look for Action
Every company claims to have a "great culture." But what does “great culture” mean? Don't just listen to the buzzwords; look for concrete examples of how the franchisor lives up to its values.
- Do they invest in franchisee training and development?
- Do they encourage open communication and feedback?
- Do they celebrate successes?
- Are they responsive to franchisee concerns?
These are the real indicators of a healthy company culture.
5. Trust Your Gut: The Final Verdict
After all the research and conversations, it comes down to your gut feeling. Does the franchise feel like a good fit for you personally? Can you see yourself thriving in this environment? If something feels off, don't ignore it. Trust your instincts.
Finding the right franchise is about more than just the bottom line. It's about finding a community you can be a part of, a support system you can rely on, and a culture that aligns with your values. Do your homework, ask the tough questions, and trust your gut. Your future success (and happiness!) depends on it.
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Kimberly Crossland is the founder of Roadpreneur and Cruisin' + Campfires, two companies designed to keep families together and living in freedom through travel and entrepreneurship. The goal of both businesses is to inspire meaningful change through the power of a strategic, thoughtful approach to life and business. In her free time, you can find her looking for a new adventure together with her two boys.