In neighborhoods across America, the face behind your favorite sandwich shop, gym, or pet grooming service may surprise you. It might be a mom who volunteers at the local food bank, a veteran giving back through mentorship, or a first-generation entrepreneur creating jobs on Main Street. While the sign above the door may bear a recognizable national logo, the story inside is uniquely local.
The International Franchise Association (IFA) is making sure those stories are heard.
On October 7th 2025, the IFA launched “Franchise Means Local,” a $5 million nationwide campaign aimed at reshaping public perception of franchising. Rather than distant corporate outposts, the campaign paints a vibrant picture of franchise businesses as locally owned, deeply embedded cornerstones of American communities.
With digital ads launching on October 8th 2025, the initiative puts real franchise owners front and center, individuals like Clement Troutman of Tropical Smoothie Cafe and Tanya Lee of Woofie’s, whose community ties run as deep as their business expertise.
Local Ownership, National Impact
Although franchise brands often evoke large-scale recognition, the reality is grounded in small business ownership. In fact, 81% of franchisees in the U.S. operate just one location. These owners are your neighbors, Little League sponsors, and local chamber of commerce members. Their businesses may be part of a broader network, but their success is hyperlocal.
“IFA is launching ‘Franchise Means Local’ to give voice to franchise business owners who deserve to have their stories heard,” said Matt Haller, President and CEO of the IFA. “These local entrepreneurs represent the best of American business. Franchising is too often misunderstood, and our goal is to put the real stories behind the businesses serving local communities and driving the American economy, while raising awareness of franchising as a path to local small business ownership.”
The numbers back it up. There are roughly 831,000 franchise businesses nationwide, employing more than 9 million Americans and generating $870 billion in annual economic output. Nearly one-third of franchise owners say they would not have pursued entrepreneurship without the franchise model.
Campaigning for Community Awareness
The “Franchise Means Local” campaign is not just a PR effort; it’s a strategic investment in re-educating the public. By leveraging digital, video, and social media storytelling, the campaign highlights the real people behind franchise storefronts and their contributions to local life.
Ron Feldman, Chair of the IFA Foundation Board of Trustees, which is funding the campaign, emphasized the personal nature of franchising.
“Franchisees are not faceless; they are neighbors, community leaders, and entrepreneurs who chose franchising as their path to business ownership, whose investment and profit stay right in their communities,” said Feldman. “Sharing their stories and perspectives is critical to educating more people about the significant local impact of franchising.”
The campaign aims to change the perception of franchising from a corporate behemoth to a vehicle for localized success. Every franchise unit represents someone who has taken a financial and personal risk to serve their hometown. That story is now taking center stage.
Meet the Faces of “Franchise Means Local”
At the heart of the campaign are stories like those of Clement Troutman and Tanya Lee.
Clement Troutman operates a Tropical Smoothie Cafe, but his role extends far beyond smoothies and sandwiches. He’s a mentor to local youth, a sponsor of local events, and a job creator who trains young employees in customer service and leadership. For Troutman, the franchise model gave him a platform to make a tangible difference in his community.
Similarly, Tanya Lee, a franchise owner with Woofie’s, a pet care service, represents the kind of locally invested entrepreneurship that “Franchise Means Local” seeks to highlight. Lee’s story involves more than pet grooming and dog walks; it’s about creating flexible employment, supporting local animal shelters, and building trust with her neighbors.
These stories and more can be viewed on the campaign’s website, FranchiseMeansLocal.org, where visitors can watch video profiles and read about the community roots of franchise businesses across the country.
Franchising: A Pathway to Ownership
While starting a business from scratch can be daunting, franchising offers an established path with brand recognition, training, and support. This makes entrepreneurship more accessible, especially for those who may not have been exposed to entrepenaurship or small buisness ownership.
The IFA Foundation, which has supported franchising since 1983 through research, education, and storytelling, sees this campaign as a natural extension of its mission.
The Foundation helps build awareness about the benefits of franchising as a business model and provides the next generation of entrepreneurs with resources to succeed. In many ways, “Franchise Means Local” is a culmination of decades of advocacy; it’s a way to connect the data with the human stories that often go untold.
A Timely Campaign in a Changing Economy
As the American workforce continues to evolve post-pandemic, franchising has emerged as a resilient option for those seeking autonomy, flexibility, and community engagement.
The franchise model has not only helped stabilize local economies; it has played a significant role in job creation and economic recovery. And because nearly one-third of franchise owners say they would not have pursued small business ownership without franchising, the model serves as a vital bridge for aspiring entrepreneurs.
The Bigger Picture: Strengthening Neighborhoods One Business at a Time
Beyond economics, franchise owners often play roles that extend far beyond business operations. They serve on school boards, sponsor youth teams, and fundraise for local nonprofits. In many towns and cities, franchisees are more than business owners; they’re community pillars.
By humanizing these roles, “Franchise Means Local” makes an important point: franchising isn’t about cookie-cutter businesses—it’s about consistent, community-driven excellence.
As the campaign rolls out nationwide, its impact is expected to resonate not just with consumers, but with policymakers, educators, and aspiring business owners. It’s a reminder that entrepreneurship doesn’t have to mean going it alone; it can mean joining a network that’s just as committed to your community as you are.
Final Thoughts
In launching “Franchise Means Local,” the International Franchise Association isn’t just advocating for an industry; it’s honoring a legacy. A legacy of entrepreneurs who choose to invest in their neighborhoods, one franchise at a time.
Through real stories and powerful visuals, the campaign draws a clear connection between franchising and the everyday fabric of American life. And at a time when local matters more than ever, this message couldn’t be more timely, or more needed.
