Key Takeaways NIFA Q2 2025: Modern Marketing in Franchising
Franchise success continues to hinge on one critical factor: a strong, aligned partnership between franchisors and franchisees. Nowhere is that more evident than in the way brands approach modern marketing.
At this quarter’s Northern Illinois Franchise Association (NIFA) luncheon, a panel of seasoned franchise marketing leaders discussed how consistency, authenticity and community engagement are transforming the way franchises connect with today’s consumer.
Consistency & Authenticity: Leaning into Your Brand Identity
One of the strongest recurring themes discussed during the panel was the importance of franchisee alignment. Whether it’s social media tone or participation in local events, franchisees must represent the brand consistently. That means training, empowering and supporting franchisees in maintaining brand voice and authenticity across all customer touchpoints is vital.
Talha Sajjad, studio owner at Orange Shoe Personal Fitness, brought a unique lens to the conversation, having worked his way from personal trainer to franchisee. He emphasized the power of genuine, personal connections. As he puts it, marketing happens in everyday interactions with clients.
Brands should aim to recreate this same emotional connection online. Online marketing is most powerful when it feels personal. This kind of connection isn’t just authentic—it’s lasting, and it turns clients into brand advocates.
Marketing Starts with the Community
The panel emphasized the importance of hyperlocal marketing—meeting people where they are, both physically and emotionally. David Hooper, Marketing Manager at CC’s Coffee, shared how CC’s builds buzz around new store openings by targeting a 3- to 5-mile radius and showing up with coffee in hand at hospitals, schools and local businesses. “Stunts” like this don’t just generate word-of-mouth—they create memorable, brand-building moments.
The Big Biscuit also focuses on neighborhood development instead of highway retail, which helps the brand integrate directly into communities and drive loyal, local traffic. Its VP of Strategic Growth, Marita Swift, spoke to the value of embracing what makes a brand unique. Rather than adapting to industry trends, The Big Biscuit leans into its family-friendly identity with community involvement such as sponsoring school activities, baseball teams, and local grassroots operations.
Understanding the New Consumer-Led Marketing Landscape
All panelists agreed on one major trend: video content, especially on TikTok, an engine that is driving brand awareness and engagement. This is especially true for Gen Z and Gen Alpha, who often influence their families’ spending decisions after discovering brands on TikTok.
Mitch Baker, VP of Marketing at Robeks, noted that today’s consumers are discovering their next meal or workout spot through these short-form, genuine videos on TikTok or other social media platforms. Candid content and guest-generated media are proving far more influential than traditional ads. In today’s marketing landscape, authenticity trumps perfection.
This is clearly shown in how TikTok is overthrowing review sites such as Yelp or Google Reviews. Whether it’s a smoothie shop or a fitness studio, customers want to see what they’re getting, and they want to hear about it from real people who are already enjoying the product or service.
As you look to post on social media, however, do not get too caught up in vanity metrics. Srishti Handa, Senior Director of Marketing at Dave’s Hot Chicken (Dave’s), emphasized that while likes and impressions matter, business-minded franchisees are more interested in data that tells a story: conversions, return on investment and sustainable customer engagement. For the brand’s Georgia debut last summer, Dave’s pulled off a first-of-its-kind drone show that stopped traffic and still draws lines at the restaurant today, proving that creating memorable moments can drive measurable business impact.
Final Thoughts
The NIFA Q2 panelists offered a powerful reminder that modern marketing isn’t just about flashy tactics—it’s about creating trust, telling stories and building authentic connections with your audience. When franchisees and franchisors align on strategy and values, the result is stronger relationships, higher retention and long-term growth.
A huge thank you to Mitch Baker, Srishti Handa, David Hooper, Talha Sajjad and Marita Swift for sharing their insights, and to our sponsor, BDO USA. Make sure to follow our LinkedIn to stay tuned for future NIFA gatherings!