Your future franchisees need to feel why your brand is different. Strong stories help them understand your culture, your people, and your value before the first call.
Franchise buyers today have options. Emerging brands. Trend-driven concepts. Big promises.
So how do you competeâwithout chasing hype?
The Jonathan Thiessen franchise philosophy is clear: scale proven systems, protect culture, and match the right candidate to the right brand. In this Franchise Masters episode, Jonathan Thiessen, Chief Development Officer of Home Franchise Concepts, and Marci Kleinsasser, VP of Marketing in Franchise Development, break down how theyâve grown from one brand with 90 franchisees to ten brands approaching 2,700 franchisees.
They donât sell flash. They sell depth.
Youâll learn how they reduce risk for franchise buyers, modernize legacy brands without losing their DNA, pivot candidates across multiple brands, and prioritize culture fit over fast deals.
If youâre leading a franchise system and want sustainable growthânot short-term spikesâthis episode delivers a clear blueprint.
Jonathan and Marci operate at the intersection of legacy brand growth and disciplined franchise development.
In this episode, they unpack:
Why âa proven systemâ is the real product in franchising
How to modernize legacy brands without losing brand DNA
The seven characteristics they evaluate before awarding a franchise
How âbrand pivotingâ increased deal conversions across ten brands
Why development and marketing must operate as one team
Jonathan often asks a simple question:
âWhat do you really buy when you’re buying a franchiseâŠ?â
His answer is direct:
âThe main thing you’re getting is a proven system, right? A playbook that you can follow.â
That mindset shapes everything.
While emerging brands may offer momentum, Jonathan explains that many systems are only âprovenâ in a handful of stores over a short period. Home Franchise Concepts appeals to buyers who want risk reduced.
âThey want something that’s tried and true. The roots are deep on the playbook.â
But proven doesnât mean stagnant.
Marci reinforces that legacy brands must evolve:
âYou still have to keep what brought them to the table⊠their DNA⊠but keep them relevant and modern.â
If you lead a franchise brand, that balance matters. Franchisees donât invest in trends. They invest in systems they believe will last.
Jonathan keeps it simple:
âThe main thing you’re getting is a proven system⊠a playbook that you can follow.â
They attract buyers who want risk reduced, not hype.
Why it matters:
Franchisees invest in predictability. Depth of proof lowers perceived risk and increases trust.
How to apply it:
Document your playbook clearly and concretely
Emphasize longevity and repeatability in development messaging
Highlight multi-year franchisee success stories
Position stability as a competitive advantage
Sell certainty, not excitement.
Legacy brands must evolve â carefully.
âYou can refresh the brand⊠but you’re still delivering what makes you different and unique in the marketplace.â
New logo? Fine. New color palette? Sure.
But your core promise doesnât change.
Why it matters:
Surface updates should strengthen â not dilute â differentiation. Protect what makes you unique.
How to apply it:
Define your non-negotiable brand promise
Separate cosmetic refresh from strategic repositioning
Upgrade technology without altering core experience
Reinforce competitive differentiation in all messaging
Refresh the look. Protect the identity.
Jonathan doesnât leave culture to chance.
âYou have to have a culture⊠and live it every day.â
During Meet the Team Day, he outlines seven must-haves:
âIf you can’t check every one of these boxes⊠this might not be a good fit.â
He also emphasizes grit:
âYou have to have some grit.â
Why it matters:
Right-fit franchisees stay longer and perform better. Culture alignment drives retention.
How to apply it:
Write down your cultural non-negotiables
Build them into Discovery Day conversations
Be explicit about ownership realities
Evaluate resilience, not just financial qualifications
Growth without cultural alignment creates churn.
At Home Franchise Concepts, development marketing isnât split.
âWe are totally devoted to franchise development.â
Marketing and development operate under one structure, sharing insights and goals.
Why it matters:
Silos weaken messaging. Alignment improves candidate quality and conversion.
How to apply it:
Align marketing KPIs with development outcomes
Hold weekly syncs between recruiters and marketers
Adjust messaging based on real candidate feedback
Centralize ownership of development storytelling
One team. One growth objective.
Territory constraints donât automatically kill deals.
Jonathanâs team represents all ten brands. That allows flexibility.
âThis year alone, 30% of the deals⊠came in as another brand and left us something different.â
But they donât pivot immediately.
âYou can’t start with âI donât have this, but are you interested in that?â without getting to know them first.â
Why it matters:
Trust creates optionality. Strong relationships enable brand flexibility.
How to apply it:
Train advisors across multiple concepts (if applicable)
Spend time defining what success means to candidates
Build trust before presenting alternatives
Remove internal competition for leads
Protect the relationship first. Then pivot the brand.
Audit your operational playbook. Identify what makes it repeatable and durable. Strengthen messaging around longevity and risk reduction.
Write down your non-negotiables. Build them into Discovery Day. Be willing to say no to protect long-term system health.
Unify marketing and development. Share candidate insights across departments. Build trust-based processes that increase deal flexibility.
Sell the Playbook: Franchise buyers invest in proven systems, not trends.
Modernize with Discipline: Refresh brands without altering core DNA.
Culture Drives Retention: Right-fit franchisees stay longer.
Integrate Teams: Development and marketing must operate together.
Pivot with Trust: Strong relationships allow flexible brand placement.
Jonathan shared a story about nearly declining a candidate who later became one of their largest franchisees.
That moment didnât come from a spreadsheet. It came from intuition, conversation, and trust.
Franchise prospects want proof. They want to see leaders who make thoughtful decisions. They want to understand how culture feelsânot just how territories map.
At FranchiseFilming, we believe the most powerful franchise marketing strategies come from conversations like thisâreal operators sharing real decision points.
If you want to capture leadership stories that differentiate your franchise brand before a candidate ever attends Discovery Day, explore our franchise video storytelling services.
Because proof builds confidence.
Jonathan Thiessen is the Chief Development Officer of Home Franchise Concepts, where he has worked for 20 years. When he joined, the company had one brand with 90 franchisees. Today, it includes ten home service brands and is approaching 2,700 franchisees. He leads a 20-person team responsible for awarding franchises and driving growth across the portfolio.
Marci Kleinsasser is Vice President of Marketing in Franchise Development at Home Franchise Concepts. She began her career on the agency side, worked with brands including Burger King, and later joined Dominoâs Pizzaâs regional marketing department before fully committing to franchising. She now works closely with development and brand leaders to align storytelling, candidate targeting, and growth strategy.
Jonathan and Marciâs insights are part of a growing library of franchise leadership conversations. Season 3 is coming soon, featuring more founders, operators, and development leaders who are scaling systems with discipline and clarity.
Each episode explores the real mechanics of franchise growthâculture, strategy, leadership, and decision-making.
Want early access when Season 3 drops?
Todayâs buyers want depth, not flash. Learn the 10 videos that demonstrate your operational systems, cultural standards, and long-term scalability before candidates ever attend Discovery Day.
