Franchisee-First Approach is Key Ingredient in Entrepreneurs’ Sweet Success
MilkShake Factory franchisees have landed on a sweet deal. They praise the franchisor’s well-conceived business model and the brand’s partner development firm, REP’M Group, for helping their entrepreneurial dreams become reality. More than 100 units have been sold, and dozens of MilkShake Factory openings are occurring this year.
Franchisees join a venerable family-led brand originated in the early 1900s by a Greek immigrant couple at their small chocolate shop in Pittsburgh. The couple’s great-granddaughter, Dana Edwards Manatos (above, holding scissors), shifted the focus to hand-spun milkshakes crafted of house-made ice cream, and founded MilkShake Factory in 2003.
The brand expanded to 11 locations around the Pittsburgh area before CEO Manatos launched the MilkShake Factory franchise in 2023. The franchise has since taken off, with new locations in Arizona, the Carolinas, Colorado, Connecticut, Florida, Georgia, Massachusetts, New Jersey, New York, Ohio, Tennessee, Texas, Utah and Virginia.
Florida Franchisee
The brand’s sweet spot is the sweet tooth of nearly every American. “The product is incredible and sells itself once people walk through the door,” says Michael Longman (below), whose Riverview, Fla., MilkShake Factory franchise was among a handful of MilkShake Factory openings in May 2025 alone. “I really love the model. The concept is clean and fluent – and most importantly, fun. It’s rewarding to watch my team members flourish and learn – for most of them, it’s their first job. Getting to know the guests is also pretty cool.”
His Tampa Bay-area MilkShake Factory franchise represents quite a departure from Longman’s other job, branch manager with a mortgage company. Corporate support helped in his new field. “Corporate is incredible, always there to help. They have really just become an extended family. Fellow franchisees are great. Everybody just wants to grow and be successful, so we all help each other.”
Longman already is looking into opening his second MilkShake Factory franchise, with a goal of owning a total of three stores.
And in Colorado…
Jon and Micayla Bahr are Colorado’s first MilkShake Factory franchisees and have an area development agreement for three stores. They offer similar praise for the dessert brand. “MilkShake Factory has a delicious product in an underserved category. No other brand has tackled doing an assortment of delicious milkshakes,” Jon says. “It’s fun to see people’s reactions when they try the product for the first time. From kids to adults, we get positive feedback. Last night a friend was telling us, ‘I usually don’t like milkshakes, but I can’t stop thinking about that place.’ The chocolates are spectacular and a pleasant surprise for guests.”
MilkShake Factory’s market is strong, too: Datassential, a food and beverage research service, reported in 2023 that 53% of consumers had indulged in dessert within the past day, and 18% said they ate dessert at least once a week.
Like Longman, Jon Bahr compliments corporate as instrumental to the prosperity of his Colorado Springs MilkShake Factory franchise. “Their processes are well-designed and efficient. Most important are the corporate team and leadership. There is no substitute for great people. We were attracted to the family being at the helm and their personal interest in the success of franchisees. We have never felt this was merely a transactional relationship in our interactions with any of the leadership and their team.”
Jon, whose background is in finance and accounting, serves as general manager. “Day to day, I may be training team members, working on developing my assistant managers, interacting with guests, receiving and unpacking inventory, cleaning and organizing. On top of that, there are all the owner activities to stay on top of – marketing, finance, human resources, and so on.”
Micayla has been on maternity leave following the birth of their daughter, Taverie, in March, “but it hasn’t been much of a leave,” Jon says. “She has been in the store nearly every day, interacting with guests, jumping on the line, and pitching in wherever and whenever she can.” Micayla has worked as a top-tier auditor and recently served as a supply chain risk analyst for a police-equipment manufacturer.
After the Bahrs found their ideal location, they received permits in November 2024, one month after signing, and opened in March 2025, he says.
Company President: Another Franchisee
Not surprisingly, franchisee Dan Reese (below with team at grand opening) is another fan of the brand – he’s also franchise president. Balancing the roles was challenging, he says, but the team at his Ann Arbor, Mich., store sustained him. “Almost our entire team has stayed with us since opening in August 2024. I’m fortunate to have a great team at my store with a tremendous amount of continuity.”
Being an owner himself, Reese says, “I feel I can relate to our franchisees on a very real level – everything from site selection to build-out to a MilkShake Factory opening to hiring to operating, all the stresses and emotions which come along with operating a small business. Going through the process myself also highlighted some gaps we had as a system when it comes to supporting our franchisees. Franchisee success is at the center of everything we do. It’s everything. At the end of the day, incentives are aligned. If franchisees are successful, the brand will be, too. If franchisees are not, then the brand won’t be. A lot goes into making franchisees successful, of course.”
The CEO’s Take
Manatos doubles down on that. “The future of MilkShake Factory isn’t just corporate-led – it’s franchisee-driven. That’s the kind of brand we’re building. We’re not just another dessert franchise. We’re a family business with over a century of heritage now scaled into a modern, operationally efficient brand. We’re built on real values and a clear mission – to deliver joy and connection through our products and hospitality.
“Our stores are designed for simplicity and scalability. With a focused menu, our franchise model is streamlined yet impactful. But what truly sets us apart is our culture. This isn’t a transactional business for us. We’re in it to create memorable moments for guests and meaningful partnerships with franchisees. Our ideal franchisees want to build something that matters, not just for themselves, but for their teams and their communities. Ideal franchisees are hands-on, values-driven leaders who care deeply about delivering a consistent, high-quality guest experience.”
A food-service background isn’t a prerequisite – Longman and the Bahrs prove that. What is required of franchisees for success with a MilkShake Factory opening and operation is “a mindset for growth, a passion for people, and a willingness to follow a proven system,” Manatos says. “The most successful operators in our network are those who understand that culture is a business advantage.”
To Learn More
The MilkShake Factory website contains additional information about franchise opportunities with the brand. Visit the REP’M website to find out more about the firm’s comprehensive suite of services assisting franchise expansion.
