The Franchising Centre

We’ve been putting a big focus this autumn on helping franchisors understand the shifting landscape of franchising and what it takes to succeed as the last quarter of 2025 gets under way. Here are some of the insights and ideas our team have put together:

International Franchising

Our Head of International Franchising, Farrah Rose, was invited to speak at the European Franchise Federation’s awards event a little while ago. These kinds of events are always a fantastic way to learn more about opportunities in overseas markets but, this time, the spotlight was turned on Farrah to present on the state of franchising in Europe in 2025.

She hears a great deal while on her travels, of course, but this kind of audience warranted something extra special. So, Farrah reached out to her network of contacts in various European franchise associations for a more in-depth report on what’s been happening in their markets.

The results were fascinating. There are definite shifts in trends across both emerging and established markets, and British franchisors looking to expand overseas might find it particularly interesting to see just how buoyant the overseas markets are.

Franchisee Recruitment

This is always a hot topic, of course, and you’ll find a great deal of the info in this newsletter relates to how franchisors can tap into more leads and conversions. We’ve all seen how much franchisee recruitment has changed over the last few years, and we are all adapting our strategies, but one of the biggest questions we hear from both new and established franchisors is: “Is it really worth outsourcing some, or all, of your franchise recruitment processes?”

Franchise Recruitment Specialist, John Overdijking explains in his article Is it really worth outsourcing some, or all, of your franchise recruitment processes? that it is all about the complex eco-system of processes you need to build in order to have a successful, modern recruitment strategy and the pros and cons of outsourcing. There are also some key questions to help you audit your current processes, and understand when – and if – outsourcing is right for you.

Endless Franchisees

Following on from that more strategic overview, our latest addition to the TFC team, Andrew Croney, takes a closer look at the mechanics and processes which underpin successful recruitment. His latest article is all about how you can build deeper connections with the right prospects, attract franchisees who truly align with your brand’s purpose, streamline your process with full pipeline visibility, and continuously refine your strategy for better conversions.

Stuff that’s on every franchisor’s wish list, we’re sure! Fortunately, it’s not just theory.. Andrew has a plan to help you make it happen.

Content & Copywriting Strategies

In today’s competitive franchise market, your content can make or break your recruitment success. If your content doesn’t align with your prospect’s decision-making journey, you won’t convert – it’s a simple as that. Which is why we asked our Head of Storytelling, Dan Sherrington to put together 5 key questions every franchisor must ask to ensure their messaging is truly up to scratch.

1. Are you providing enough content?

Franchise leads behave very differently from typical customers. Around 30% take 12 months or more from first contact to signing. Our experience, and the analytics we’ve gained from helping dozens of franchisors and franchisees, tells us that leads read, revisit, and digest content repeatedly before deciding. A single-page “Franchise With Us” section on your customer-facing website isn’t enough, nor is just providing some basic highlights and expect them to do all the work to find the rest by booking a call before they are even sure if they want to.

You need comprehensive, easily accessible content that answers all their questions and builds trust over time – think guides, FAQs, case studies, and clear next steps. The goal is to keep them engaged throughout a longer decision-making journey.

2. Or is there too much content?

Despite the point above, more content isn’t always better, and you should never put anything out there just because you feel you ought to. Every piece of content you publish should have a purpose and help your readers work towards a specific goal. Focus on what prospects want to find, not just what you want to share. Irrelevant or unfocused content can overwhelm or disengage readers so, if your content doesn’t help prospects make informed decisions or answer their questions, it becomes so much dead weight. Be selective, intentional, and always focus on what your reader wants (and needs) to get out of your content.

3. Are you failing to use the most important word in the content dictionary?

What is that word? It’s simpler than you think: it’s “you”. All of your content should be addressing the prospect directly, talking to them about their life, their choices, what they get from all this. Many brands overuse “we”, highlighting achievements and strengths before addressing the reader. They talk about their achievements, what makes them so special, why they stand out.

While all of those things are incredibly important, they will only resonate with your prospects after you speak to them directly about how they fit into all this. Lead with their perspective, and their needs, and only then talk about why you’re the right person to help them fulfil their ambitions.

4. Are you answering the very first question they ask?

In franchise marketing, we always talk about how critical it is to answer that one big, fundamental question which is on every prospective franchisee’s lips: “What’s in it for me?”. However, there’s a question they’re asking before they even get to that. It’s “Am I in the right place?” With countless franchise websites competing for attention, your homepage must immediately clarify what’s on offer. Highlight who the franchise is for and what they can expect within seconds.

It might be as simple as ensuring the first line on your website is something like: “Are you looking for an exciting new career as a restaurant owner? Then read this!”. Clear, targeted messaging not only stops readers from skipping on to the next link, it immediately encourages deeper engagement.
 

5. Are you forming a genuine, human connection?

Are you just listing features and benefits, or are you telling a story which engages the reader? Share the origin of your brand, the personal vision behind it, and challenges you’ve overcome. Use franchisee case studies to showcase real experiences rather than just theory. Storytelling builds emotional engagement, inspires prospects, and helps them see how they fit into the opportunity you’re offering. Your content needs to be about more than just numbers to get people’s attention – it needs to be relatable, human, and memorable. If you’re not sure where you stand, Dan’s also offering a FREE content audit to show you exactly how to improve your results. Don’t miss it!

TFC Software House

Talking of free audits, our digital gurus, Alan Bradley and Alan Wilkinson, are also offering one! This time it’s all about helping you discover where, and how, the right tech can be part of your growth plans for 2026. Replacing fragmented tools with the right platforms can save costs, streamline operations and unlock growth, but it’s an area often overlooked – especially given the dizzying choice out there these days.

The tech stack audit is all about identifying exactly where you could make improvements, and how to find the right software solution that actually helps you grow as a franchise.

Franchising Your Business

Another free consultation offer! We did say this autumn is all about helping franchisors understand how to move forward…this time it’s all about those important first steps when you decide to franchise your business. This piece reveals why so many brands hit roadblocks later on, simply because they rushed their early development. Featuring the story of Super Star Sport, it shows how small planning gaps can snowball into major growth challenges - and how revisiting the fundamentals transformed their network. Whether you’re new to franchising or reviewing your current setup, this article shows how the right expert guidance can save you time, money, and stress.

Want to learn more about anything we’ve discussed here?

If anything from this email has caught your eye, we’re always more than happy to chat about it further. Whether you're curious about any of the topics mentioned or think The Franchising Centre might be able to support your business, simply schedule a call using the button below.

Any one or more of our experts are always ready for an introductory chat - absolutely no sales pitches, just a chance to answer your questions and talk about where you are in your franchising journey.

Whether you're curious about any of the topics mentioned or think The Franchising Centre might be able to help support your business, simply get in touch to schedule a call by using the button below.