The End of Single-Platform Dominance in Franchise Marketing
By Aren Johnstone, Co-Founder & CEO of Franchise Ramp
For over a decade, the franchise world has ridden the wave of single-platform dominance. Whether it was Google in the early 2000s or Meta (Facebook) in the mid-2010s, entire franchise systems were built on a single paid media channel.
Back then, it worked. You could spend $1,000 a month on Facebook ads and build a thriving boutique fitness or wellness franchise. The leads flowed, the members came, and everyone was happy.
But that era is over.
The Shift: From Simplicity to Complexity
Today, search volume is drifting away from Google. Consumers aren’t discovering brands the same way. They’re finding information through TikTok, YouTube, Snapchat, and even AI tools like ChatGPT and Sora.
In short: the way people consume content, and make purchase decisions, has changed dramatically.
And yet, many franchises are still clinging to the idea that if they can just “fix Meta,” they’ll fix their lead flow. The truth is, improving Meta by 10%, 20%, even 30% year-over-year doesn’t offset the platform’s natural decline.
I’ve had dozens of conversations this year with franchise brands who are finally starting to look beyond Meta and Google. They’re experimenting with CTV, asking what “programmatic” means, and exploring TikTok for the first time. It’s a sign of progress, but also proof of how unprepared most of the industry is for what comes next.
Why Franchising Is Three to Five Years Behind E-Commerce
There’s a reason franchises lag behind e-commerce in marketing evolution – and that’s okay. In e-commerce, you can A/B test ideas in real-time and make immediate adjustments. In franchising, you’re working across hundreds of independently owned businesses.
Testing across that many operators is hard. It takes alignment, communication, and trust. That’s why I often say franchising will always be three to five years behind e-commerce, but the advantage is that we can look to e-com for the playbook.
We’ve already seen what happens when brands rely too heavily on direct-response performance ads. When they stopped investing in brand and strategy, they lost. Even Nike saw setbacks when they leaned too far into direct response and away from long-term brand building.
The Mindset Shift: From Easy Buttons to Strategic Advertising
For many franchisors, the biggest change isn’t tactical – it’s mental.
It’s easy to be a direct-response company. Spend $1,000 on Meta, show quick results, and move on. It’s much harder to say:
“We’re going to invest strategically. We’re going to build our brand. We’re going to think long-term.”
But that’s where the future lies.
Strategic, multi-channel advertising isn’t about hitting the easy button. It’s about understanding that results compound over time. It’s about building systems that strengthen your franchise brand, not just generate leads.
Yes, it’s harder to measure. Yes, it requires conviction and leadership. But it’s also the only sustainable path forward.
A Case Study: Restore Hyper Wellness
One brand that’s leaning into this evolution is Restore Hyper Wellness. Their CMO came from an e-commerce background and understood how long-term consumer behavior is shaped.
Working with their team, they implemented CAPI (Conversions API) and Offline Conversion Tracking for both Meta and Google. Instead of relying on old, linear attribution models — “click → lead → phone call” – they started measuring the true in-store impact of digital campaigns.
That change didn’t happen overnight. It took more than six months, hundreds of conversations, and a complete mindset shift across their franchise network. But now, Restore is able to talk about the real influence of advertising, not just lead gen volume.
Where Franchisors Go From Here
The question isn’t whether to go multi-channel, it’s how.
Franchisors don’t need to test every new platform tomorrow. But they do need to start asking better questions:
- How do we allocate spend across channels strategically?
- What attribution model actually reflects our customer journey?
- How can we empower franchisees with visibility into the right metrics – not just the cheapest leads?
The brands that take those steps now – the ones willing to evolve, experiment, and lead – will define the next decade of franchise marketing.
Because the end of single-platform dominance isn’t a problem.
It’s an opportunity.
