Introduction
Purchasing a franchise is a significant decision – it affects more than just your financial future, but contributes to your day-to-day life, satisfaction, and overall happiness. The solid things — profit margins, systems of business, start-up costs – receive the most consideration elements for most prospective franchisees. And although those are undoubtedly important, there’s one thing that can make or break your experience: the company’s culture.
The franchise culture is the context and shared values that influence the behavior of franchisees, staff and the franchisor to one another. It influences how we solve problems, handle feedback and give support. You don’t get people’s full culture from an ad, mission statement or Discovery Day alone. It needs not observation, but deep conversations and an intuitive judgment.
In this post, we’ll show you five practical and proven ways to vet a franchise’s culture before you ever open your wallet. Whether you’re a new member of the franchise community or you’re researching a second investment, here is some advice to guide your decision-making by making sure it’s inline with your values — and not a costly mistake.
Ask some questions beyond the operations:
Please describe your relationship with the franchisor.
Do you feel listened to when you offer feedback?
What’s the culture like between fellow franchisees — is it supportive or competitive?
Knowing what you know now, would you still invest in?
What’s one challenge you’ve faced, and how has the franchisor helped you overcome it?
Look for recurring themes. When you have more than one franchisee commenting on that collaborative, communicative atmosphere, that’s an indicator of a really strong, healthy culture. If you hear criticism about a lack of transparency or micromanagement, that should raise another red flag.
🟢 Pro tip: Don’t speak exclusively to franchising as per the options listed by franchising. Seek a mix of perspectives, including some from people who’ve struggled or found their own places.
Beyond the Glossy Marketing, Research Online
A franchise’s corporate website and its brochures will always make the company seem perfect — but the real story often resides online. Glassdoor, Franchise Business Review, Reddit, Quora and social media groups are great places where you can find the honest opinions.
Here’s what to watch for:
Is supportive management mentioned often in reviews, as well as useful training?
Are there common complaints about not hearing back or additional fees?
What kind of reaction to negative reviews does the franchisor take—defensive, or problem-solving?
No one is a perfect franchise, but a pattern of sustained negative feedback about internal culture or support systems matters. Combine online reviews with your own face-to-face conversations to get a more comprehensive sense.
Go to the Mother Ship: See Culture in Action
If the franchise holds a Discovery Day, or invites you to corporate offices, you should attend. Here’s where you get to learn what the company is like behind the scenes, and how they treat potential partners.
Pay attention to:
Employee interactions — do they appear to be engaged and respectful?
Obvious and clear answers from leadership—are they forthcoming?
The tenor of training presentations — do they inspire or are they overly prescriptive?
Do they promote franchisee success stories, and not just profits?
Culture is often revealed in the small stuff: the tone of an email, how staff greet you, the vibe in the room. Positive sign: Clerk’s office atmosphere is inclusive, energetic and professional.
Judge Deeds, Not Only Words
“Collaborative,” “innovative” and “people-first” are buzz words that are a dime a dozen — it’s the actions that matter most. Ask for examples of the ways in which the franchisor substantiates its values.
Examples include:
Do they offer ongoing training and guidance after you’ve been hired?
Are there conventions or mastermind groups for franchisees to network with each other?
How is franchise input taken into consideration when making decisions?
Are there mechanisms in place to resolve conflicts respectfully?
There ideas will be real, as in actual anecdotes the franchise does and systems they use. A generic answer, or dressing up everything in buzzwords, is a symptom of a lack of depth or material in the culture.
Listen to Your Gut
After all the researching, the last piece of the puzzle is how it felt. Decisions in business should be informed by data, but so should the human side.
Ask yourself:
Do I get goosebumps and do I believe in what this franchise stands for?
Did I feel good in the way I was interacting with the team?
At any point during the process, did it feel forced, pushed or too salesy?
Your instincts are valid. If something feels out of place, whether you are feeling pushed to sign quickly or you are not being given a clear picture of the terms, trust that feeling of doubt. If you are moved by the people, the systems and the values then it is likely the place for you.
Conclusion
Learning the company culture at a franchise is no less important than reviewing its financials or operations. Culture sets the tone for how supported, motivated and connected you will feel in the year ahead. A well-aligned culture can actually multiply your strengths, plug you into a network of allies and promote a culture of prosperity. But a toxic cultural mismatch can produce isolation, burnout, and even regret, regardless of how solid the business model is.
To get a sense of the culture learn more than the superficial details. Speak with franchisees, do your own research, follow company behavior and demand proof — not promises. Even more than that, just go with your gut.
Franchising is actually more relationship than transaction. And as in any good relationship, compatibility is important. Select a franchise whose culture gives you the support and empowerment you need to feel valued and heard, and you will be on track to achieve both personal and professional success.
