What Today’s Franchise Buyers Are Really Looking For

February 9, 2026

Franchising continues to attract entrepreneurs from all walks of life, but what motivates today’s buyers has shifted. Rather than focusing solely on brand recognition or rapid expansion claims, candidates are placing greater emphasis on stability, support, and sustainable growth.

Across the industry, buyers are seeking franchise opportunities that offer hands-on training, clear expectations, and leadership teams invested in franchisee success. Many also value service-oriented brands that create meaningful connections within their communities while providing scalable business models.

“In addition to a financial return on investment, today's franchise buyer is looking to join a franchisor that provides confidence through strong leadership, clear and definitive business processes, and an opportunity to live life on their terms as a business owner and entrepreneur.”

— Cary Tober, VP of Franchise Development, REP’M Group

As franchising evolves, the most successful partnerships are built on alignment between the buyer, the brand, and the long-term vision. Understanding what today’s franchise buyers truly want is the first step in creating those successful outcomes.

At REP’M Group, we work closely with franchise candidates and emerging brands nationwide, giving us a front-row view of how buyer priorities continue to evolve.