Franchise GM is a complete coaching and supplemental training program built for General Managers in franchise systems; designed to increase profitability, retention, and leadership performance.
“Marketing on a Tank of Gas” is a grassroots playbook with creative, low-cost ideas for franchise owners and GMs. It’s practical, fun, and built to drive local traffic on a budget.
Most franchise locations rise or fall based on the quality of their General Manager. That’s why we created the Franchise GM Program. A 6-part training journey that equips GMs with the tools, mindset, and operational know-how to succeed. Whether they’re new or seasoned, your GMs will walk away with practical, brand-aligned skills to boost unit-level performance.
Whether you’re training a newly promoted team member, onboarding an outside hire, or upskilling a veteran GM, Franchise GM meets them where they are—and takes them where they need to go.
Team members with leadership potential who are ready to take the next step. This program builds the confidence and foundational knowledge needed to grow into the GM role.
Recently promoted or hired GMs navigating their first few months on the job. We provide the tools, structure, and support to help them lead effectively from day one.
Seasoned leaders looking to sharpen their skills, improve performance, and take their locations to the next level. This program helps them lead with greater strategy and purpose.
Franchisees who are actively serving as their own General Manager. This program helps simplify daily operations, develop future leaders within the team, and bring more clarity and confidence to running the business.
Franchising success starts with understanding the system. This section walks GMs through the journey of how a single unit evolves into a franchise, what a franchisor really does, and how the brand ecosystem works. GMs will gain a clear sense of their role in maintaining standards, driving performance, and creating consistency across locations; becoming a true steward of the brand they represent.
Hiring, onboarding, and retaining the right people isn’t just an HR function; it’s a leadership responsibility. This module teaches GMs how to write better job descriptions, source candidates effectively, lead meaningful interviews, and build an onboarding process that sets team members up for long-term success. It’s a complete people playbook focused on building a loyal, high-performing crew from day one.
Franchise success depends on strong GMs who can coach with purpose, run smooth operations, lead with presence, and train teams to grow. The Franchise GM Framework gives GMs the tools to build high-performing teams, drive daily execution, and create a culture where people thrive. From the first 1-on-1 to the next big win, this is how great units are led.
From frontline interactions to behind-the-scenes decisions, every action a GM takes influences the customer journey. This section focuses on the human side of the business: customer expectations, complaint resolution, emotional intelligence, and leadership that puts service first. When GMs lead with empathy, the brand builds loyalty and customers keep coming back.
A financially fluent GM is a franchisee’s best asset. This module breaks down the P&L, demystifies KPIs, and shows GMs how to track labor costs, reduce waste, hit budget targets, and drive revenue through strategic sales. It’s not just about understanding numbers—it’s about using them to lead with confidence and boost profitability.
Marketing shouldn’t be a mystery, and it shouldn’t be left to chance. In this section, GMs will learn how to execute grassroots campaigns, build local partnerships, engage communities, manage online reputation, and measure marketing effectiveness. We’ll also dive into the tools and tactics that turn one tank of gas into a month’s worth of local awareness.
When creating Franchise GM we set out to make the core parts of a General Manager’s role simple to learn and take action on. We did this through four core principals:
Any aspect of being a general manager for a franchise location can be new, different or outdated. With this principal we addressed what provides the most impact in the shortest period of time and built lesson plans around that.
There is no college size textbook to read. There is not 20 powerpoint slides on how to conduct an interview. Rather within each part above we created mini lessons where a topic can be learned, a template can be used and a GM can take action that very day.
In the Franchise GM program we will teach concepts and share knowledge. The magic happens when we workshop these lessons to apply to your distinct location. The transformation happens when a coach and others help support a growth trajectory.
A General Manager's role is both tactical and strategic. However, in each one of the 6 parts mindset is an underpinning to how and when things get done. Sometimes one mindset hack can transform, marketing, the customer experience and beyond.
Our downloadable resources are designed to support day-to-day execution in the field. Perfect for franchisees, GMs, and team leaders alike.
