Author name: Matt Krieger

Franchisors are entering 2025 with a familiar but dangerous assumption: that tax changes are mostly a franchisee problem. That mindset creates downstream risk. When tax policy shifts, unit economics shift. When unit economics shift, sales velocity, validation, and system stability follow. Several high-impact tax and policy changes are now taking shape for 2025. Some are being marketed as “tax relief.” Others are buried in broader legislation. A few are misunderstood entirely. What matters is not the headline—it’s how these changes affect franchisee cash flow, reinvestment capacity, compliance risk, and your ability to sell and support units. Below are the eight most important tax and policy developments franchisors should be paying attention to right now—and how a CFO views each through the lens of system-wide financial health. 1. The “No Tax on Tips” Narrative Is a Distraction—But a Dangerous One Recent coverage around eliminating federal taxes on tips has generated outsized attention, particularly in labor-heavy industries like restaurants and hospitality. While this idea has gained political traction, its practical impact on franchise systems is being overstated and, in some cases, misunderstood. The reality is that tip income has always existed in a complex tax environment. While certain proposals aim to reduce federal tax burdens on tipped income, they do not eliminate payroll taxes, state-level obligations, or employer compliance requirements. For franchisors, the risk lies in franchisees making operational decisions based on incomplete information—adjusting compensation structures, reducing base wages, or changing hiring strategies prematurely. From a system perspective, inconsistent interpretation of tip-related tax rules creates uneven unit economics and compliance exposure. Franchisors should be proactive in clarifying what these proposals do and do not change, rather than allowing misinformation to spread through the field. A useful overview of how this issue is being framed publicly can be found in this Inc. analysis on tipped income proposals, which highlights how narrow the actual scope may be. 2. Bonus Depreciation Is Shrinking—and That Changes Franchisee ROI Math One of the most material tax shifts affecting franchise development is the continued phase-down of bonus depreciation. Many franchise investment models over the last several years were built assuming accelerated write-offs on equipment, buildouts, and large capital expenditures. As bonus depreciation continues to step down, franchisees will recover capital more slowly from a tax perspective. That directly affects early-year cash flow, debt service coverage, and perceived return on investment. For emerging brands especially, this can widen the gap between pro forma expectations and lived reality. Franchisors need to revisit how capital intensity is presented in validation materials and sales conversations. Overstating first-year tax benefits—even unintentionally—creates credibility issues later. This is where disciplined financial modeling becomes essential. Franchisors that recalibrate their assumptions now will be better positioned to support franchisees through tighter early-year liquidity. 3. Expanded Tax Credits Sound Great—Until Franchisees Can’t Actually Use Them Several tax credits being discussed for 2025, including energy efficiency and employment-related credits, look attractive on paper. The problem is not availability—it’s usability. Many franchisees simply don’t generate the type or timing of taxable income needed to fully utilize these credits in early years. From a franchisor standpoint, this matters because credits that cannot be monetized quickly do not improve near-term cash flow. Yet they are often referenced in sales materials as if they function like immediate rebates. This disconnect leads to frustration and mistrust when franchisees realize the benefit is theoretical, not practical. Franchisors should focus less on advertising credits and more on helping franchisees understand when and how those credits become valuable. That guidance often sits at the intersection of tax planning and unit-level financial strategy, an area explored further in internal resources like this breakdown on franchise tax planning strategy. 4. State and Local Tax Exposure Is Becoming a Bigger Franchise Risk Than Federal Policy While federal tax changes dominate headlines, the more disruptive risk for many franchise systems in 2025 will come from state and local tax enforcement. Nexus standards, sales tax audits, and local fee structures are becoming more aggressive, particularly for multi-unit operators. Franchisees expanding across state lines often underestimate how quickly compliance complexity escalates. From payroll withholding to sales tax registration to local business taxes, the administrative burden grows faster than revenue in many cases. When this catches franchisees off guard, it often turns into a franchisor support issue. Strong franchisors are responding by building clearer compliance playbooks and setting expectations early. This isn’t about giving tax advice—it’s about ensuring franchisees understand that scaling requires infrastructure, not just ambition. 5. The “One Big Beautiful Bill” Has Implications Beyond Taxes Recent legislative packages aimed at economic stimulus and simplification include provisions that indirectly affect franchised businesses, particularly around labor classification, reporting thresholds, and deductions tied to business size. While none of these provisions are franchise-specific, their cumulative effect is meaningful. What matters for franchisors is not just compliance, but predictability. When reporting rules change or thresholds shift, franchisees often experience friction with lenders, payroll providers, and tax professionals. That friction shows up as operational distraction and, in some cases, delayed growth. The International Franchise Association has outlined several key areas franchisees should understand in its overview of what the latest legislation means for franchised businesses. Franchisors should be aligning internal guidance with these realities to avoid mixed messaging. 6. Restaurant and Retail Franchises Face Unique 2025 Pressure Points Certain franchise sectors—particularly restaurants and retail—are disproportionately affected by 2025 tax adjustments. Thin margins, high labor costs, and capital-intensive buildouts amplify the impact of even modest tax changes. For these brands, the real risk is not higher taxes—it’s reduced margin for error. Franchisees operating close to breakeven have less ability to absorb slower depreciation, delayed credits, or increased compliance costs. That pressure can show up as deferred maintenance, underinvestment in marketing, or higher turnover. Industry-specific analysis, like this breakdown of 2025 tax adjustments for franchise restaurant owners, provides a useful lens into how these pressures compound at the unit level. Franchisors in these categories should be especially cautious about how financial expectations are framed. 7. FDD Financial Disclosures

For years, franchisors treated sales headcount as a growth lever: hire more people, sell more franchises, expand faster. But as any experienced outsourced CFO will tell you, headcount alone has never been a reliable predictor of sustainable growth—only an expensive one. Recent research from Bain & Company confirms what many franchise executives are already experiencing firsthand: adding sales reps no longer guarantees better results. The economics have changed, buyer behavior has shifted, and franchisors who fail to adapt risk scaling inefficiency instead of value. Bain’s analysis in Where Have All the Sales Reps Gone? shows that sales rep headcount growth—particularly in inside sales—has slowed dramatically since 2022. In many sectors, it has stalled or declined entirely. This isn’t a short-term correction. It’s a structural change in how growth actually happens. For franchisors, the implications are significant. Franchise sales, franchisee support, and unit-level revenue growth must now be designed around productivity, value articulation, and system economics, not raw sales capacity. Why the Old Sales Playbook Is Broken for Franchisors The traditional model assumed a linear relationship between sales capacity and growth. If franchise sales slowed, the answer was to add recruiters. If franchisees struggled, the solution was more field support. Bain’s research challenges that assumption directly, noting that revenue growth has become increasingly decoupled from sales headcount across industries. Franchise systems feel this pressure in two critical areas. First, franchisee recruitment. Prospects are more informed, more selective, and less responsive to volume-driven outreach. A larger sales team chasing unqualified leads often produces diminishing returns and higher acquisition costs. Second, franchisee performance. Franchisees don’t succeed because a corporate rep checks in more often; they succeed because the system delivers customers, margins, and clarity. From a financial standpoint, this is where an outsourced CFO perspective becomes invaluable—separating activity from impact and reallocating resources toward what actually improves unit economics. The Franchise CFO Lens: Sales Strategy Is a Capital Allocation Decision One of the most common mistakes franchisors make is treating sales staffing as an operational decision rather than a financial one. Every hire is a capital allocation choice, and without a disciplined framework, systems drift into bloated cost structures that fail to translate into higher royalties or healthier franchisees. This is where a franchise-focused outsourced CFO adds strategic leverage. Instead of asking, “How many reps do we need?” the better questions are: A strong outsourced CFO helps franchisors model these dynamics, align sales investments with long-term system value, and avoid the trap of scaling expense faster than revenue. This financial discipline is at the core of modern franchise growth strategy, as outlined in Franchise CFO services designed for scaling brands. Productivity Over Headcount: The New Sales Reality Bain’s research points to a clear conclusion: the future belongs to organizations that increase sales productivity, not sales volume. That productivity increasingly comes from better tools, better targeting, and better alignment between marketing, sales, and operations. For franchisors, this means investing in systems that allow fewer people to produce better outcomes. Data-driven lead qualification, automated follow-up, and clearer value communication all reduce dependence on headcount. Bain has also highlighted how emerging technologies are reshaping this landscape in its analysis of AI’s role in transforming sales productivity. From a financial standpoint, this shift is powerful. Higher productivity improves margins at the franchisor level while also strengthening franchisee confidence—an essential ingredient in sustainable franchise sales. Why Value Delivery Is Doing More of the Selling Another critical takeaway from Bain’s work is that product and value delivery increasingly drive growth more than sales persuasion. Buyers expect clarity, proof, and outcomes—not pitches. Franchise prospects are no different. Strong franchise systems sell themselves through: When those elements are in place, sales conversations become confirmation exercises rather than persuasion battles. This is exactly why experienced franchisors lean on an outsourced CFO to help articulate unit economics, validate assumptions, and ensure that growth claims are financially defensible. Training Alone Won’t Fix Sales—Behavior Tracking Will Bain’s research also highlights that top sales performers differentiate themselves through disciplined behaviors, not effort alone. In its work on asking better questions to drive better sales outcomes, Bain underscores that consistency and insight outperform volume. For franchisors, this has a direct application. Instead of measuring how many calls were made or meetings held, systems should track: These metrics create a feedback loop that improves recruiting quality while protecting system economics. An outsourced CFO plays a critical role here by tying behavioral data back to financial outcomes, ensuring that sales strategy and financial strategy reinforce one another. Building a Modern Franchise Sales Engine Franchisors who are adapting successfully are redesigning their sales engines around a few core principles. They define growth targets based on economic value, not unit count alone. They use data to focus resources on the highest-return activities. They integrate finance into sales planning instead of reviewing results after the fact. And they standardize processes so growth is repeatable rather than personality-dependent. These principles are central to many of the smart growth strategies used by emerging franchise brands, particularly those outlined in this guide to scalable franchise growth. Strategic Outlook: Growth Is No Longer a Staffing Problem Bain’s findings confirm what disciplined franchisors already know: growth is no longer solved by hiring more people. It’s solved by aligning value delivery, sales execution, and financial strategy into a cohesive system. Franchisors who embrace this shift—often with the guidance of an experienced outsourced CFO—will build leaner, more resilient systems that grow because they work, not because they spend more. In a market where capital, talent, and attention are all constrained, that discipline is no longer optional. It’s an advantage.

Franchisors often focus their attention on perfecting the product, streamlining operations, or expanding brand awareness. But here’s a tough question worth asking: is your growth stalling because of what you’re offering—or because of who you’re bringing on board to deliver it? In many cases, franchise systems fall short not because of a flawed model but because they’ve recruited the wrong franchise partners. When it comes to scaling a franchise, nothing is more critical than selecting franchisees who are aligned with your values, can execute consistently, and know how to grow a business. Understanding the projections for franchising growth in 2025 can also help in making informed recruitment decisions. As a Franchise CFO supporting emerging and established brands, I’ve seen firsthand how financial visibility can elevate your recruitment strategy. With clearer data and better metrics, you’re equipped to identify the right franchisee profile—and avoid costly missteps. Below are three strategies every franchisor should use to enhance franchisee recruitment and drive sustainable franchise growth. Consulting services aimed at helping businesses scale their franchise operations effectively are crucial for any franchise business looking to overcome challenges and achieve significant growth. For insights on how data analytics is transforming accounting processes, visit Data Analytics in Accounting: Boost Accuracy & Profits in 2024. Introduction to Franchise Recruitment The franchise industry is a dynamic and competitive market where recruitment plays a pivotal role in the growth and success of franchise businesses. A well-structured franchise development program is essential for attracting and retaining top talent. Franchisors must recognize the critical importance of recruitment in driving franchise growth. By implementing effective recruitment strategies, franchise establishments can cultivate a positive culture that attracts high-quality franchisees, ultimately leading to increased business growth and profitability. In this competitive landscape, the right recruitment approach can make all the difference in building a thriving franchise network. Understanding the Importance of Recruitment in Franchise Growth Recruitment is a cornerstone of franchise growth, enabling businesses to expand their operations, boost revenue, and enhance profitability. A successful recruitment process helps franchisors identify and select candidates with the necessary skills, experience, and resources to run a successful franchise. By prioritizing recruitment, franchise establishments can lay a strong foundation for growth, drive expansion, and increase their market share. In the franchising world, recruitment is a key determinant of a franchise business’s success. Therefore, franchisors must develop a comprehensive recruitment strategy tailored to their specific needs and goals to ensure sustained growth and success. Understanding Recruitment Challenges Despite its critical importance, recruitment in the franchise industry can be a challenging and time-consuming process. Franchisors often face difficulties in identifying and attracting top talent, compounded by the complexities of franchise fees, disclosure documents, and regulatory requirements. Understanding these challenges is crucial for developing effective strategies to overcome them. By streamlining their recruitment processes, franchise establishments can improve their growth prospects and build a robust network of high-performing franchisees. Identifying Common Hurdles in Franchise Recruitment One of the most significant hurdles in franchise recruitment is attracting and retaining high-quality franchisees. Factors such as limited brand awareness, inadequate marketing, and insufficient support systems can impede recruitment efforts. Additionally, franchisors must navigate the complexities of franchise law, including the preparation of franchise disclosure documents and the management of franchise relationships. By identifying these common hurdles, franchise establishments can develop targeted solutions to address them, enhance their recruitment processes, and drive growth in their franchise businesses. 1. Shift Discovery Days From Selling to Strategizing Too many franchise Discovery Days are built like pitch decks: flashy, one-directional, and focused on brand hype. But your strongest candidates are evaluating more than aesthetics—they want to know if your franchises can help them build wealth, serve their community, and scale. Ditch the surface-level presentations. Use Discovery Day as a chance to demonstrate how your systems actually work. Show prospective franchisees how you’ll support their success—especially when it comes to managing cash flow, reducing overhead, and improving unit profitability. Discuss the latest trends in the franchise industry, highlighting economic factors and industry statistics that indicate significant growth prospects. Bring in your Franchise Financial Consultant or CFO to walk through real-world examples of how your financial processes and controls help franchisees thrive. Share case studies where sound financial planning led to strong margins and early breakeven points. A more strategic Discovery Day attracts smarter operators—and filters out those who aren’t prepared to grow with discipline. 2. Use Narrative to Make Financial Results Memorable People remember stories, not spreadsheets. That’s why leading franchisors blend numbers with narrative when sharing what’s possible inside their system. Instead of overwhelming your audience with raw metrics, share specific stories of franchisee success. Highlight moments where a franchisee overcame initial struggles, followed the system, and ultimately saw their investment pay off. These stories bring your brand’s potential to life and showcase how your operational model—when combined with expert financial guidance for your clients—translates into lasting success. A Franchise CFO can be instrumental here, helping you track, measure, and share performance data in ways that are easy for prospects to understand. Franchisors who combine data storytelling with relatable wins will connect with franchisees on both a logical and emotional level. Companies that are prepared to embark on the franchising journey need tailored programs to establish a solid franchise brand, ensuring they have the necessary frameworks and strategies in place to thrive and expand successfully. 3. Prioritize Sales-Driven Franchisees Over Just Operators Running a franchise requires discipline and consistency—but driving revenue is what propels growth. One of the most common recruitment mistakes emerging franchisors make is favoring operational strength over sales potential. While operational skills can be taught during onboarding and training, the ability to confidently sell and generate revenue is harder to develop. Franchisees with sales instincts naturally grow their customer base faster, build stronger teams, and contribute more meaningfully to systemwide expansion. This growth often surpasses earlier projections, highlighting the importance of sales capabilities. This is where your franchise financial partner becomes critical. A Franchise Financial Consultant can help you define the performance characteristics of

In franchising, some brands accelerate rapidly while others barely move. The natural question: why does one franchise catch fire while another, nearly identical concept stalls? Entrepreneur magazine recently profiled five fast-growing franchises—Zoom Room, Superior Fence & Rail, Mister Sparky, One Hour Heating & Air Conditioning, and Benjamin Franklin Plumbing. Investing in a franchise provides a structured business model, market-tested products, and ongoing support from franchisors, making it an appealing option for potential business owners. As a CFO to franchisors, I wanted to take a financial strategist’s look at what these systems are doing right—and how emerging brands can apply similar playbooks without breaking the bank. Successful franchises have developed over time by applying strategic financial and operational models. Understanding the Franchise Landscape Franchising continues to be one of the most attractive ways to start a business. With output projected to exceed $800 billion and more than 8 million people employed across the industry, franchising represents a sizable slice of the U.S. economy. Sectors from food service to home improvement all operate under the franchise model. Why? Because it offers the perfect mix of entrepreneurship and structure. A franchisee gets the support of an existing brand and systems—while still owning and running their business. Franchisees are granted the right to sell products or services under the franchisor’s brand name. That mix is also what makes the industry so resilient. In tough times, franchise systems often outperform startups thanks to proven models and brand equity. Understanding the contract involved in franchising is crucial, including the financial obligations and compliance requirements. This ensures that potential franchisees are fully aware of the terms and responsibilities before entering into agreements. It is also essential to evaluate various franchise opportunities to ensure a thorough understanding of their financial and operational aspects. Conducting due diligence and possibly seeking professional assistance can effectively assess the value and potential of these investments. Introduction to Business Format Franchising Business format franchising is a widely adopted franchise business model where a franchisor grants a franchisee the right to operate a business using their established system, trademark, and products or services. This model is prevalent across various industries, including retail, food service, and healthcare, due to its structured approach and proven success. According to the International Franchise Association (IFA), business format franchising constitutes the majority of franchise businesses in the United States. For prospective franchisees, evaluating a franchise investment involves several critical considerations. The franchise agreement outlines the terms and conditions of the partnership, including the initial franchise fee and ongoing franchise fees. These fees are essential to understand as they impact the overall investment and operational costs. Additionally, reviewing the Uniform Franchise Offering Circular (UFOC) is crucial. This document provides detailed information about the franchise system, helping prospective franchisees make informed decisions. By leveraging the established business format franchising model, franchisees can benefit from a proven system, brand recognition, and ongoing support, making it a compelling option for those looking to own and operate their own business. The Market Is Expanding—Fast Franchising is not slowing down. In 2024, over 15,000 new units are projected to open, pushing the U.S. total past 820,000. While overall industry growth sits at 1.9%, early-stage brands often grow much faster as they attract the first wave of franchisees. For these companies, understanding what drives successful expansion is critical. Developing strong franchise programs and relationships is essential to support this growth. I’ve spent time analyzing the financial infrastructure and business decisions behind five high-performing brands—and the patterns are clear. Laying the Groundwork for Scalable Success Emerging franchisors need more than a great product—they need a replicable model. A well-structured franchise development program sets the tone. That includes creating strong ops systems, clear franchise documents, and smart marketing plans. Conducting thorough research is crucial to understand the financial aspects and the overall market landscape, which helps in making informed decisions. But support doesn’t stop there. Robust onboarding and training are key. Franchisees must understand not only how to run the business but how to deliver on the brand’s promise. From initial training to ongoing coaching, brands that invest in education tend to outperform those that don’t. Additionally, understanding the money required for initial investment and ongoing operations is essential for sustainable growth. Transparency and consistency, built into everything from FDDs to site selection tools, create the infrastructure required for smart growth. The financial commitments involved in purchasing a franchise, including the benefits of proven success models, are significant factors that contribute to the overall success of the franchise system. Evaluating an Existing Business for Franchising Evaluating an existing business for franchising potential requires a thorough assessment of its ability to expand and replicate successfully. The Federal Trade Commission (FTC) provides guidelines that franchisors must follow to disclose essential information to prospective franchisees. This transparency is vital for making informed decisions. When evaluating an existing business, several factors come into play. Start-up costs are a primary consideration, as they determine the initial investment required. Understanding franchise law is also crucial, as it governs the relationship between franchisors and franchisees. Additionally, assessing the business’s potential for growth is essential to ensure long-term success. A comprehensive analysis of the business’s financial performance, marketing plan, and operations is necessary to determine its franchisability. Resources like the Franchise Business Review can offer valuable insights into the performance of existing franchise businesses. Exploring the business’s products and services, target market, and competition will help gauge its potential for success as a franchise. By conducting a detailed evaluation, prospective franchisors can identify whether an existing business is suitable for franchising and develop a strategy for successful expansion. 4 Essential Growth Drivers for Franchisors 1. Scalable, Tested Business Models The most successful franchise systems are built on business models that work in different markets—not just one lucky location. Their processes, staffing plans, and unit economics are refined and repeatable. Take Superior Fence & Rail, for example. Their revenue grew from $17M in 2019 to nearly $190M in 2023. That kind of leap doesn’t happen by