In a time when local identity has become more significant than ever, the International Franchise Association is launching a campaign to remind Americans that franchising is, at its heart, a local business model. The $5 million initiative, titled “Franchise Means Local,” seeks to challenge the perception of franchises as distant corporate outlets and instead highlight the community-minded entrepreneurs who run them. Each franchise location, the association emphasizes, represents a small business owned and operated by individuals deeply connected to their neighborhoods.
Matt Haller, president and chief executive of the International Franchise Association, said the campaign’s purpose is to “shine a light on the people who make franchising what it truly is.” Haller underscored that franchise owners are not simply extensions of national brands but local business operators who take personal risks, employ local residents, and contribute to community development. The campaign, launched on October 8, spotlights the stories of owners such as Clement Troutman of Tropical Smoothie Cafe and Tanya Lee of Woofie's, both of whom exemplify how franchising empowers entrepreneurs to build businesses that enrich their communities.
Tropical Smoothie Cafe and Woofie's are among the brands featured prominently in the campaign, chosen for their strong local engagement. Troutman, who operates his Tropical Smoothie Cafe location in a busy neighborhood, is known for supporting local youth programs and providing jobs to first-time workers. Similarly, Tanya Lee of Woofie's, a mobile pet-care franchise, has built a loyal customer base by focusing on personalized service and community involvement. Their stories serve as reminders that franchise owners are not faceless managers but neighbors contributing to local growth.
According to the association, nearly nine million Americans are employed by franchises, which collectively generate about $870 billion in economic output each year. The sector spans more than 300 industries, from food service to pet care, yet most franchisees own only one or two locations. Ron Feldman, chair of the IFA Foundation, said the campaign’s focus on personal narratives is crucial to helping the public understand that franchising often represents local ownership under a shared brand, not corporate control.
As franchising continues to outpace the broader economy, with job growth of 7.3 percent compared to 3.6 percent nationally, “Franchise Means Local” arrives at a pivotal moment. By emphasizing the stories of individuals like Troutman and Lee, the International Franchise Association aims to reshape public perception of the industry. The campaign’s message is simple: behind every recognizable sign and logo stands a local entrepreneur whose work strengthens the fabric of their community.
