Franchise Whispering

Franchise Marketing News

Franchise Whispering is the podcast from Franchise Marketing News that goes beyond the headlines to explore what’s really shaping growth in franchising today. Hosted by FMN Board member Bob McKay, CEO of McKay Advertising and Activation, each episode features candid conversations with franchisors, franchise executives, marketers, operators, and industry insiders who are driving innovation across franchise marketing, development, and brand strategy. From scaling systems and supporting franchisees to navigating emerging technology, consumer behavior shifts, and industry change, Franchise Whispering delivers real insight from the people inside the business. This is not surface-level commentary or recycled advice. It’s a thoughtful, experience-driven discussion designed for franchise leaders who want to understand not just what is happening in the industry, but why it matters and what to do next. New voices. Real stories. Smarter franchise marketing.

  1. 10h ago

    The Return of Hospitality: Dining In, Value and the 2027 Outlook with Chicago Sam Stanovich

    Is 2027 the year hospitality comes back? In this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Sam Stanovich, better known as Chicago Sam, a loud and proudly obnoxious restaurant veteran who says 2026 was a battle for the consumer and the brands that win next will be the ones that get back to serving people well. After years of third-party apps and lukewarm delivery, Sam believes diners are ready to sit down, put the devices away and enjoy a hot meal the way it was meant to be made. Sam makes the case for the “value quotient” of dining in, from fries that never get better than three minutes out of the fryer to the soft skills a 14 year old learns taking your order at the register. He walks through the fundamentals of making a restaurant “restaurant ready,” why you should shop your own location through the eyes of a first-time guest, and how asking better questions turns one-time visitors into repeat customers. He also unpacks his signature “mayor of the mile” philosophy for owning your local market, why your own staff in logo wear are your most authentic influencers, and how to vet paid influencers by real local reach and attribution instead of vanity metrics. From community culture to collaboration to what’s ahead for Craveworthy Brands, this episode is a passionate field guide to winning in 2027. Key Takeaways in This Episode: The Return of Hospitality: Why Sam believes dining in is the differentiator in 2027, and why hot food and real service beat the third-party experience.The Value Quotient: Why eating in delivers something delivery can’t, from food at its peak to time with family and young staff learning to serve.Be the Mayor of the Mile: How owning the area around your restaurant, north, south, east and west, and showing up in the community becomes a winning combination.Your Staff Are Your Influencers: Why 14 to 18 year olds proudly wearing your brand around town are real, positive influence money can’t easily buy.Vet Influencers Properly: Why authenticity, local reach and attribution matter far more than impressions and views that never drive a single sale.“This is the hospitality industry, not the hostility industry. At the end of the day, that’s what gets me energized, that ability to serve and put a smile on.” Whether you are running a single location or leading a growing portfolio, this episode is packed with actionable wisdom on hospitality, hyperlocal marketing and building a business the community trusts. Subscribe to the Franchise Whispering Podcast, brought to you by Franchise Marketing News, for more expert insights! Join the Conversation Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI. If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table. Stay Connected: Official Website: FranchiseMarketingNews.comThe Podcast: Listen to More EpisodesLinkedIn: Connect with Bob McKayHave a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com]. © 2026 Franchise Marketing News. Whispering the truth, delivering the results.

    The Return of Hospitality: Dining In, Value and the 2027 Outlook with Chicago Sam Stanovich
  2. Oct 30

    Selling Bottled Water: How Anago Cleaning Systems Stands Out in B2B with Adam Povlitz

    Why would a cleaning company want to make it easy for you to complain? In this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Adam Povlitz, CEO and President of Anago Cleaning Systems, to unpack how a commodity business wins on something nobody else is competing on. In commercial cleaning, Adam says, everyone has access to the same chemicals and the same supplies, so his brand decided to compete on technology, communication and trust instead. Adam explains how Anago’s proprietary CleanCom software removes the friction of reporting a problem, with photo-based requests, built-in translation and a two-hour response guarantee, and why that matters when customers rarely leave over the cleaning itself and almost always leave over the silence. He walks through driving culture down through a three-tier master franchise model, why he never makes decisions from a place of fear, and how he spots the top 10 percent of franchisees who think like a CEO instead of buying themselves a job. He also digs into how AI is changing B2B marketing, why great website content beats keyword stuffing, and the “appointment from an appointment” approach that keeps a quoted deal from turning into just another price on someone’s desk. Whether you run a B2B franchise, a service business or any crowded category, this episode is a playbook for standing out when everyone looks the same on paper. Key Takeaways in This Episode: Compete on Experience: Why in a “we’re all selling bottled water” category, the real differentiator is technology and responsiveness, not a better product.Make It Easy to Complain: How removing the friction of raising an issue turns frustrated customers into loyal ones, because people leave over poor communication far more than poor cleaning.Culture Starts at the Top: Why you have to model culture at corporate before you can pass it down through regional masters to unit franchisees.Don’t Decide From Fear: Why guarding your money in a tough economy can become a self-fulfilling prophecy, and why growth comes from operating from possibility.You’re Buying a Relationship: Why cleaning has to be sold in person, and why slowing the sale down deliberately beats dropping a price and getting ghosted.“You have to make it easy to complain. As much as that sounds counterintuitive, if it becomes hard, customers just go, it’s not worth it, and they find someone else.” Whether you are running a single territory or leading a brand across dozens of markets, this episode is packed with actionable wisdom on culture, customer experience and winning in a competitive B2B category. Subscribe to the Franchise Whispering Podcast, brought to you by Franchise Marketing News, for more expert insights! Join the Conversation Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI. If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table. Stay Connected: Official Website: FranchiseMarketingNews.comThe Podcast: Listen to More EpisodesLinkedIn: Connect with Bob McKayHave a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com]. © 2026 Franchise Marketing News. Whispering the truth, delivering the results.

    Selling Bottled Water: How Anago Cleaning Systems Stands Out in B2B with Adam Povlitz
  3. Oct 22

    From NASCAR to Driver’s Ed: Stale Green Lights, Self-Driving Cars and Steering Safeway Driving’s Growth with Brad Coleman

    What can a former NASCAR driver teach you about merging into traffic? In this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Brad Coleman, CEO and owner of Safeway Driving, for a story that runs from a 15-year-old’s first driving lesson to the Joe Gibbs racing team and back again. Brad grew up next to Safeway’s original location, learned to drive there, then went off and did “the opposite of what they taught me” by racing stock cars. Brad shares how a sponsor program that sent NASCAR drivers into high schools to talk about distracted driving changed his path, why he came back to buy the school from his old instructor Coach Walker, and the driving techniques he still swears by, including a “point and return” strategy for those nerve-racking stale green lights. He pulls back the curtain on NASCAR as a team sport of hundreds of people, explains how he and his dad modernized a school that has been family-owned since 1973, and points to Texas data showing Safeway graduates crash about half as often in their first year as the average. He also weighs in on self-driving cars, the licensing and liability questions they raise, and why he is deliberately keeping Safeway focused on Texas while he grows it the right way. From the racetrack to the road ahead, this episode is a fun and practical look at building a franchise around safety. Key Takeaways in This Episode: Full Circle: How a 15-year-old Safeway student became a NASCAR driver and came back to buy the school that taught him to drive.Techniques That Stick: Why checking your mirror before you slow down, and having a plan for stale green lights, can change the way you drive for good.The Data Backs It Up: Why Safeway graduates are about half as likely to crash in their first year as the average driving school’s students.The Road Ahead: Where self-driving cars fit in, and why licensing, liability and mass adoption are still years from being worked out.Growth on Purpose: Why Safeway is staying Texas-only for now and franchising for quality rather than speed.“Our philosophy is not to grow as fast as we can. It’s real quality growth, because I’m passionate about making the road safer, and I will not sacrifice that.” Whether you are a franchise operator, a racing fan or a parent with a new driver at home, this episode is packed with insight on leadership, safety and building a business with purpose. Subscribe to the Franchise Whispering Podcast, brought to you by Franchise Marketing News, for more expert insights! Join the Conversation Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI. If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table. Stay Connected: Official Website: FranchiseMarketingNews.comThe Podcast: Listen to More EpisodesLinkedIn: Connect with Bob McKayHave a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com]. © 2026 Franchise Marketing News. Whispering the truth, delivering the results.

    From NASCAR to Driver’s Ed: Stale Green Lights, Self-Driving Cars and Steering Safeway Driving’s Growth with Brad Coleman
  4. Sep 11

    Trust, TikTok and the Death of the Slick Testimonial: Rethinking Franchise Marketing with Joel Kleber

    What if the best franchise salesperson you have is a 74-year-old introvert who hates being on camera? In this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Joel Kleber, CMO of Australia's Jim's Group, to unpack how relentless organic content rebuilt trust in a business model the local media loves to tear down. Australia and New Zealand are the most heavily franchised markets per capita in the world, and after a high-profile Seven-Eleven scandal painted franchising as a scam, Joel set out to change the story one video at a time. He shares how he came up through the group's legal and documents side before moving into web, social and video in 2019, when growth had been stalled for nearly a decade. Taking inspiration from Gary Vee's "Crushing It," he applied a content-first playbook no one in Australian franchising was using, and the group has since sold around 8,800 franchises in seven years. Joel walks through why home services may be one of the last industries AI disrupts, how a prospect now spends 80 to 100 hours researching across Google, Reddit, YouTube, podcasts and ChatGPT before they ever inquire, and why founder Jim's honest, unedited TikTok answers generate two to three million organic views a month while quietly filtering out the wrong-fit buyers. From what separates the top 10 percent of franchisees, to running a global content operation with a lean in-house team, to why the slick three-minute testimonial is dead, this episode is a field guide to recruiting through authenticity. Key Takeaways in This Episode: Trust Is the Real Product: Why franchising reads as a "low trust" model in Australia, and how consistent, honest content is the only durable way to overcome it.Put the Founder on Camera: How Jim's quick one-take TikTok replies to real questions pull millions of views, convert new franchisees and cost almost nothing to make.The Buyer Journey Changed: Why prospects now do 80 to 100 hours of research before they inquire, which means the sale is nearly closed before the phone ever rings.AI-Proof by Design: How Jim's positions home services as one of the last industries automation will touch, and why franchise inquiries have surged over the past two years.Just Start: Joel's three tips, which are don't overthink it, pick one platform and go hard, and look outside your own industry for content ideas."Fifty minutes of a franchisee talking, it's really hard to lie in that. That's why people believe long form, and it's where brands need to go." Whether you run a single location or lead a group of thousands, this episode is packed with actionable wisdom on building trust, creating content that converts and recruiting franchisees in a world where the buyer has already done their homework. Subscribe to the Franchise Whispering Podcast, brought to you by Franchise Marketing News, for more expert insights! Join the Conversation Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI. If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table. Stay Connected: Official Website: FranchiseMarketingNews.comThe Podcast: Listen to More EpisodesLinkedIn: Connect with Bob McKayHave a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com]. © 2026 Franchise Marketing News. Whispering the truth, delivering the results.

    Trust, TikTok and the Death of the Slick Testimonial: Rethinking Franchise Marketing with Joel Kleber
  5. Sep 4

    Guests, Not Customers: The Hospitality Mindset That Wins with Jeffery Smith

    When did you last see a manager in the dining room? In this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Jeffery Smith, COO of Peterbrooke Chocolatier and President of JSR Management and Business Consultants, for a conversation about the thing so many brands quietly abandoned during COVID: the human touch. Everyone raced to go digital, and Jeff argues the smart brands are the ones now circling back to hospitality as their real competitive edge. Drawing on more than 40 years across restaurant and retail food, Jeff explains how his team put hospitality standards into a retail chocolate brand, why perceived value is about the entire experience rather than the price on the menu, and how his Connect 365 model builds communication from the ground up so the best ideas come from unit operators instead of headquarters. He shares the franchisee-led wins that turned into a banner year, why his team physically pulled the glass out of their kitchens so chocolatiers could greet guests, and why he treats everyone who walks in as a guest and not a customer. From mystery-shop scores that stay above 85 percent, to Burger King putting a hospitality person back in the dining room, to the simple thank-you that made a Costco cart attendant's day, this episode is a reminder that acknowledgment and service are what people are really paying for. Key Takeaways in This Episode: People Over Product: Why five burgers with the same bun and cheese are basically identical, which means the people are the only real difference maker.Sell the Experience, Not the Item: How the old idea of price value perception explains why guests are judging the whole visit and not just what is on the plate.Ideas Come From the Floor: How Connect 365 turns communication into a two-way loop, so franchisees and frontline teams shape the brand instead of just receiving orders.Bring Service Back: Why putting managers back in the dining room, and hospitality back into the experience, is the move that separates brands as budgets tighten.Revenue Fixes Problems: Why the answer to high labor, high rent or high food cost is almost never cutting, and almost always driving top-line sales."It is never about the product. Five hamburgers are going to be the same with the same bun and the same cheese, so it has to be about the people. And people work for people, they don't work for brands." Whether you are running a single location or leading a multi-unit system, this episode is packed with actionable wisdom on how to build hospitality into your operation, listen to the people closest to your guests and grow revenue by giving customers a reason to come back. Subscribe to the Franchise Whispering Podcast, brought to you by Franchise Marketing News, for more expert insights! Join the Conversation Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI. If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table. Stay Connected: Official Website: FranchiseMarketingNews.comThe Podcast: Listen to More EpisodesLinkedIn: Connect with Bob McKayHave a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com]. © 2026 Franchise Marketing News. Whispering the truth, delivering the results.

    Guests, Not Customers: The Hospitality Mindset That Wins with Jeffery Smith
  6. Aug 28

    CX as a Mindset, Not a Platform: Turning Guest Feedback into Brand Loyalty with Evan Pardue

    Is customer experience a platform, or a mindset? In this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Evan Pardue, newly named Senior Director of Marketing and Brand for Condado Tacos, to unpack how a fast-growing taco brand turned guest feedback into its biggest competitive edge. After doubling in size to 53 locations across 10 states, Condado discovered just how fragmented its customer experience had become, and set out to fix it, values first. Evan shares how his team wrote a "CX Bible" with their operators before ever starting an RFP, interviewed a dozen operators and frontline teammates to define what great service actually looks like and launched their feedback platform in just 90 days. He explains why the real revelations only show up once the data does (their single most-missed item turned out to be a humble bag of chips), why feedback should be read through a lens of optimism and why customer experience should be owned by operators, never pigeonholed as a marketing function. From level-setting expectations across dine-in, pickup and delivery, to using catering as a guest-acquisition channel, to why CSAT is the brand's North Star metric, this conversation is a masterclass in listening to guests and aligning marketing with operations around them. Key Takeaways in This Episode: CX Is a Mindset, Not Just a Platform: Why the prep work, defining your values and how you'll respond to guests, matters far more than the RFP that follows.Feedback Is Love: How reading every piece of guest feedback with optimism, rather than defensiveness, turns complaints into loyalty (and why a missing bag of chips is a bigger deal than it sounds).Level-Set Every Channel: Why dine-in, pickup and delivery scores are never apples to apples, and how setting realistic per-channel goals keeps you from misreading your own data.Operations Create the Brand, Marketing Tells the Story: How Condado's four-wall experience earns the loyalty that marketing then amplifies, and why it always starts in the restaurant.Don't Pigeonhole CX: The biggest mistake brands make launching a feedback program is leaving the operators who'll actually use it out of the room."They are the ones who create the brand, and we are the ones who tell the story of it. If they nail that experience, we get the loyalty guest. Everything else follows." Whether you're running a single location or leading a multi-state brand, this episode is packed with actionable wisdom on how to put people first, build a hospitality system you can repeat and deliver an experience guests come back for again and again. Subscribe to the Franchise Whispering Podcast, brought to you by Franchise Marketing News, for more expert insights! Join the Conversation Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI. If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table. Stay Connected: Official Website: FranchiseMarketingNews.comThe Podcast: Listen to More EpisodesLinkedIn: Connect with Bob McKayHave a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com]. © 2026 Franchise Marketing News. Whispering the truth, delivering the results.

    CX as a Mindset, Not a Platform: Turning Guest Feedback into Brand Loyalty with Evan Pardue
  7. Jul 17

    Marketation, Culture and the Three-Legged Stool: Building the Great Greek Grill with Robert Andersen

    Are you scaling a brand, or building a culture? In this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Bob Andersen, President of Great Greek Mediterranean Grill and a 30-year veteran of the United Franchise Group portfolio, to unpack what really drives success in the food franchise business. You can nail your strategy and your systems, but if a guest doesn't feel welcomed the moment they walk in, none of it matters. Sometimes you literally have to teach people how to smile. Bob shares hard-won insights from a career spent on every side of the business, as an operator, franchisee, multi-unit multi-brand owner, and corporate executive. He explains the concept of "marketation" (why marketing and operations have always been tied at the hip), why he spends far more time on execution than on strategy, and how the Great Greek grew to nearly 100 locations and roughly 40% year-over-year growth through what he calls the toughest stretch the restaurant industry has faced in his career. Discover why hospitality is a system you build, not a personality trait you hope for, and how putting people first, from franchisees to team members to guests, becomes the ultimate competitive edge. Key Takeaways in This Episode: Marketation Is Not New: Why marketing and operations have always been "tied at the hip," and how a little healthy tension between the two makes everyone better.Scaling vs. Culture: How scaling a brand (team, systems, execution) is a completely different discipline from building a culture (shared beliefs turned into consistent action).Teaching People to Smile: Why great hospitality has to be built into repeatable systems, and why the "human part" of the business hasn't actually changed in 30 years, even in the age of AI and kiosks.The Mediterranean Moment: How 21 countries claim Mediterranean food as core to their cuisine, and why that global connection is fueling both domestic loyalty and international growth across Australia, Egypt, Canada, and the Caribbean.Franchising Is Not an ATM: Bob's blunt three-part advice for anyone entering the business, which is passion for people, smart repeatable systems, and plain hard work."You have the passion... you have to be really smart and disciplined... and you gotta work hard. You need all three legs of that stool to have success and longevity in this business. If one's not present, it's hard for that three-legged stool to stand up." Whether you are running a single location or leading a hundred-unit international brand, this episode is packed with actionable wisdom on how to put people first, build unshakable culture, and deliver an experience guests come back for again and again. Subscribe to the Franchise Whispering Podcast brought to you by Franchise Marketing News for more expert insights! Join the Conversation Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI. If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table. Stay Connected: Official Website: FranchiseMarketingNews.comThe Podcast: Listen to More EpisodesLinkedIn: Connect with Bob McKayHave a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com]. © 2026 Franchise Marketing News. Whispering the truth, delivering the results.

    Marketation, Culture and the Three-Legged Stool: Building the Great Greek Grill with Robert Andersen
  8. Jul 10

    The Service Recovery Paradox: Turning Angry Customers into Raving Fans with Zack Oates

    Are you in the food business, or the human business? In this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Zack Oates, CEO of Ovation, to unpack the brutal, high-stakes reality of restaurant management. You can execute perfectly on 2,000 different steps, but if the customer gets onions on their pepperoni pizza, you've completely lost them. Zack shares game-changing insights on how to handle today's era of "unreasonable hospitality" where guest expectations are higher than ever, and switching costs are just a swipe away. Discover how swallowing your pride and taking 30 seconds to respond to a negative review can trigger the "Service Recovery Paradox"—turning an unhappy guest into a loyal advocate who spends five times more money at your location. Key Takeaways in This Episode: The Death of the 40-Question Survey: Why traditional feedback methods are failing and how to capture the silent majority before they leave for good.AI as an Emotional Buffer: How using AI to draft review responses removes the sting of a bad review and is actually 10% more effective at winning back guests than human-drafted replies.The 3 C's of Loyalty: Why mastering Convenience and Consistency is just the baseline, and how establishing true Connection makes your brand immune to minor mistakes.Franchising is Not an ATM: Zack's blunt advice for new entrepreneurs expecting the corporate brand to do all the heavy lifting."You can have convenience... consistency... but unless you get to connection, you will only ever be one mistake away from being out of their top restaurants."Whether you are running a single location or managing an entire franchise network, this episode is packed with actionable strategies to stop losing guests and start building unbreakable community loyalty. Subscribe to the Franchise Whispering Podcast brought to you by Franchise Marketing News for more expert insights!  Join the Conversation Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI. If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table. Stay Connected: Official Website: FranchiseMarketingNews.comThe Podcast: Listen to More EpisodesLinkedIn: Connect with Bob McKayHave a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com]. © 2026 Franchise Marketing News. Whispering the truth, delivering the results.

    The Service Recovery Paradox: Turning Angry Customers into Raving Fans with Zack Oates

About

Franchise Whispering is the podcast from Franchise Marketing News that goes beyond the headlines to explore what’s really shaping growth in franchising today. Hosted by FMN Board member Bob McKay, CEO of McKay Advertising and Activation, each episode features candid conversations with franchisors, franchise executives, marketers, operators, and industry insiders who are driving innovation across franchise marketing, development, and brand strategy. From scaling systems and supporting franchisees to navigating emerging technology, consumer behavior shifts, and industry change, Franchise Whispering delivers real insight from the people inside the business. This is not surface-level commentary or recycled advice. It’s a thoughtful, experience-driven discussion designed for franchise leaders who want to understand not just what is happening in the industry, but why it matters and what to do next. New voices. Real stories. Smarter franchise marketing.