The breakfast and lunch brand combines a 6% royalty with no marketing, technology or administrative fees, while supporting local promotions and seasonal menu launches.
- Bananas Foster French Toast becomes a menu staple due to demand.
- Huckleberry's has a no marketing and tech fee policy.
- Franchisees receive extensive support from corporate office.
Huckleberry’s Breakfast & Lunch is making a case for a different approach to franchise marketing: allowing operators to keep their advertising dollars close to home while the corporate team provides support and campaign materials. The brand charges franchisees a 6% royalty but does not assess separate marketing, technology, or administrative fees, according to Reem Fahoum, Vice President of Marketing and Franchising for parent company Heritage Restaurant Brands. This model is intended to give local operators greater flexibility in deciding how to reach customers in their respective markets.
That flexibility does not mean franchisees are left to develop their marketing programs on their own. Huckleberry’s creates grand-opening plans that may include local radio, street teams, influencers, press outreach, and delivery platform promotions. Its corporate team also manages the brand’s social media channels and email clubs, produces promotional materials, and supports market-specific media campaigns. Through its Community Representative Program, the company helps franchisees build relationships with schools, sports teams, local businesses, and nonprofit organizations.
Menu development is another important part of the brand’s strategy. Bananas Foster French Toast, initially introduced as a limited-time offering, became a permanent menu item following strong customer demand. Chief Operating Officer David Glennon oversees the development process, testing new dishes in restaurant settings and evaluating them with franchisee input. A culinary advisory board also contributes feedback, while the brand typically introduces five or six limited-time offerings each year.
Founded in 2008, Huckleberry’s serves Southern-inspired comfort food with a California influence in a bayou-themed setting featuring weeping willow décor, firefly lighting, and Zydeco music. Its menu includes items such as Mardi Gras Beignets, Fried Green Tomatoes, chicken and waffles, and Louisiana-style seafood dishes. Restaurants generally operate from 7 a.m. to 3 p.m., a schedule the company says allows franchisees to focus on breakfast and lunch service while keeping their evenings free.
For franchise networks seeking to balance local identity with consistent brand communication, digital channels remain an important part of the marketing mix. The Social Media feature available through Gorilla Dash can help coordinate content and communication across multiple locations. Huckleberry’s approach illustrates how franchise systems can combine corporate marketing support with local market involvement while giving operators greater control over how they connect with their communities.
Key Facts:
| Popular Menu Addition | Bananas Foster French Toast became a permanent menu item due to guest popularity. |
|---|---|
| Fee Structure | Huckleberry’s charges a 6% royalty with no additional marketing, tech, or admin fees. |
| Franchisee Support | Corporate manages social media, email clubs, and provides marketing materials. |
| Local Marketing Strategy | Emphasis on community engagement with tools for schools, sports teams, and non-profits. |
| Operational Hours | Restaurants operate from 7 a.m. to 3 p.m., allowing franchisees to have evenings free. |
| Culinary Innovation | Menu development led by COO David Glennon with input from a culinary advisory board. |
| Market Expansion | Franchise presence in California, Nevada, Oregon, and Texas. |
Disclaimer:
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