New digital storytelling initiative amplifies the personal stories and community impacts of local franchise owners across America
WASHINGTON, Oct. 7, 2025 /PRNewswire/ — The International Franchise Association (IFA) today announced the launch of “Franchise Means Local,” an awareness campaign with an initial $5 million spend, showcasing the fact that franchises are locally owned and operated businesses.
By putting real faces and stories front and center, the campaign reveals a simple truth: franchise means local.
“Franchise Means Local” brings awareness to the fact that behind every franchise brand is a local entrepreneur deeply invested in their community.
“IFA is launching ‘Franchise Means Local’ to give voice to franchise business owners who deserve to have their stories heard,” said Matt Haller, IFA President and CEO. “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.”
Campaign Details
- With ads launching October 8, 2025, the campaign will spotlight franchise owners across the country and how they create jobs, support local causes, and strengthen the neighborhoods where they live and work.
- Franchising is often mistaken for “big business” – people see the brand name but don’t fully appreciate that each business is owned by individuals invested in that community. “Franchise Means Local” brings awareness to the fact that behind every franchise brand is a local entrepreneur deeply invested in their community.
- The economic and social impact of local franchises is substantial. Franchise businesses employ approximately 9 million Americans nationwide through 831,000 small businesses, generating $870 billion in economic output across more than 300 industries.
- Over 81% of franchisees own and operate only one unit, and nearly one-third of franchise owners say they wouldn’t own a small business without franchising.
- More than 60% of franchises are outside the restaurant industry. Further, franchising is adding jobs at twice the rate of the U.S. economy (7.3 percent versus 3.6 percent).
“This campaign is a timely investment in the future of our business model,” said Ron Feldman, Chair of the IFA Foundation Board of Trustees, which is funding the effort. “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. Sharing their stories and perspectives is critical to educating more people about the significant local impact of franchising.”
By putting real faces and stories front and center, the campaign reveals a simple truth: franchise means local. View the stories of Clement Troutman (Tropical Smoothie Cafe) and Tanya Lee (Woofie’s) that will be featured in the campaign launch and visit FranchiseMeansLocal.org to learn more.
About the International Franchise Association
Celebrating over 60 years of excellence, education, and advocacy, the International Franchise Association (IFA) is the world’s oldest and largest organization representing franchising worldwide. IFA works through its government relations and public policy, media relations, and educational programs to protect, enhance and promote franchising and the approximately 831,000 franchise establishments that support nearly 8.8 million direct jobs, $896.9 billion of economic output for the U.S. economy, and almost 3 percent of the Gross Domestic Product (GDP). IFA members include franchise companies in over 300 different business format categories, individual franchisees, and companies that support the industry in marketing, law, technology, and business development.
About the IFA Foundation
The IFA Foundation supports the International Franchise Association’s efforts to protect, enhance and promote franchising. Through its programming and research, the IFA Foundation supports industry efforts to create and demonstrate the outsized impact of franchising as a pathway to entrepreneurship.
Founded in 1983 as a 501(c)3 non-profit organization, the IFA Foundation builds awareness of the expansive benefits of the franchising model, educates the next generation, equips the industry with insights to elevate their businesses, and amplifies the impact of franchises across the United States.
For more information about the “Franchise Means Local” campaign, visit https://franchisemeanslocal.org/.
Media Contact
Katherine Patterson, VP Communications
International Franchise Association
[email protected]
202.662.0783
SOURCE International Franchise Association
