‘Franchise Means Local’ Tells Stories of Owners’ Roles in Communities
- The IFA launched its $5 million “Franchise Means Local” campaign to highlight how local owners strengthen their communities.
- The digital series shares real stories of job creation, local hiring and community support.
- Run through the IFA Foundation, the effort emphasizes that franchise owners are independent small businesses driving local impact.
The International Franchise Association today launched its “Franchise Means Local” campaign, which features the faces, names and local contributions of franchise owners around the United States. The IFA has invested $5 million in the digital initiative, which will consist of short videos of franchisees discussing their businesses and how they create jobs, support local causes and benefit the communities where they live and work.
The reason behind the campaign is that consumers tend to see brands as national and international corporations and don’t think of their local franchises as a business owned by someone invested in his or her local community, according to an IFA news release. “IFA is launching ‘Franchise Means Local’ to give voice to franchise business owners who deserve to have their stories heard,” IFA President and CEO Matt Haller said in the news release. “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.”
IFA shared video previews of two franchisees being featured in “Franchise Means Local.” Clement Troutman (below), a multi-unit franchisee and veteran in Maryland, appears on behalf of Tropical Smoothie Café, a fast-casual restaurant franchise offering flatbreads, wraps and salads in addition to smoothie items. In his video, Troutman says, “Tropical Smoothie gave me a brand. We brought the heart. What I’m really proud of is creating something local that matters. It’s not just Tropical Smoothie Café. It’s Clement’s Tropical Smoothie Café.” Tanya Lee (top image), who owns a Woofie’s pet care franchise in Virginia, mentions that she has an office staff of 10 handling customer service and employs 12 groomers and about 100 dog walkers and pet sitters. “All of them come from our local community so they know the people. They know the neighbors.”
How Franchisees Support Communities
On an IFA website describing the campaign, the organization made the following points underscoring that franchisees are independent business owners who contribute significantly to their neighborhoods. For instance:
- Franchisees invest their time, energy and money locally.
- They hire locally, creating jobs that support families.
- 83% of franchisees give back, helping local nonprofits, schools, youth sports and other worthy causes.
In its news release, the IFA refers to the importance of franchising within the U.S. economy. Relying on statistics in its 2025 Economic Outlook report, the IFA credits franchises with employing some 9 million Americans nationwide through 831,000 small businesses. Franchises generate $870 billion in economic output (the sum of franchises’ products and services sold annually). And despite the inclination of people to link franchising mainly with restaurant brands, IFA noted in its news release that more than 60% of franchises are not part of the restaurant industry.
IFA Foundation
The “Franchise Means Local” campaign is being conducted through the IFA Foundation. “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 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.”
The nonprofit IFA Foundation supports the IFA’s efforts to support the franchise business model globally. The foundation’s programs and research emphasize the opportunities for entrepreneurs that exist via franchising. The IFA Foundation also offers educational resources and industry research to help franchises thrive.The Franchise Means Local website offers additional information about the campaign and links to information about franchise ownership and responsible franchising.
