Investing in a nationally recognized franchise system can offer several advantages for franchisees, such as established systems, built-in brand awareness, and ongoing support that comes from being part of a nationwide network. However, as consumer preferences evolve, including the increased support of local businesses, franchisees who can connect with their communities can gain a significant edge.

With almost half of global consumers reporting that locally owned companies are an important part of their purchasing decisions, a figure that has significantly increased since the first quarter of 2025, it can be important for franchisees to take steps to enhance that “local feel.” By positioning themselves as integral parts of their community rather than just extensions of a larger brand, franchisees can better meet consumer expectations and help generate authenticity.

In this post, we outline some of the ways franchisees can make their franchise business feel local, including:

SHARE YOUR FRANCHISING STORY WITH CUSTOMERS

It is important to remember that franchisees are local business owners. This fact can often be overlooked by customers, especially when a franchise is part of a large brand. Franchisees typically live in or close to the neighborhood where their store is located and are active members of their community, which could go unnoticed.

Sharing your franchising story, whether through a short “get to know me” video on your social media channels or a written introduction on your website, can help humanize the business, making the brand feel much more personal. By explaining what drew you to franchising, your commitment to serving the local community, and how you strive to deliver an exceptional experience, you can give customers a clearer sense of who is behind the business. This type of storytelling can be an effective initial step toward building trust and boosting authenticity, as it shows customers that your franchise is locally owned and operated.

GET INVOLVED IN CHARITABLE INITIATIVES CONNECTED TO YOUR FRANCHISE

If you are just starting out in your franchising role and are unsure how to get your franchise business involved at the local level, turn to your franchisor. A national franchise brand may already have several established charitable initiatives or partnerships that support causes aligned with the brand’s mission and values.

By leveraging these existing programs, you can introduce nationally supported causes to your local market in a way that feels community-focused, especially if you involve your customers. For instance, you could donate a portion of your proceeds from certain products or organize fundraising events that encourage customer participation. Getting involved in these initiatives, especially those linked to your local area, demonstrates your commitment to giving back, which is a quality that many consumers value when choosing a brand.

If you are in the research stage of your franchising journey, seek out franchise systems that highlight their charitable connections. For example, at Dogtopia, our franchisees across North America can support our Dogtopia Foundation. From community-driven fundraising events to donation drives that generate proceeds from treat sales, our franchisees directly support charities focused on service dogs for veterans, therapy dogs for students, and employment initiatives for those with autism.

PARTNER WITH LOCAL BUSINESSES AND COMMUNITY ORGANIZATIONS

If you want to expand your reach within your community, building relationships with nearby businesses and organizations can be an effective strategy. While franchise systems can benefit from national-level partnerships with the franchise brand, establishing local connections can be essential for raising awareness in your neighborhood. These relationships demonstrate that your franchise is actively engaged in the community and invested in local success, rather than simply being another location in a large national system.

Collaborating with small businesses, neighborhood associations, and local chambers of commerce, as well as sponsoring a local sports team, for example, can create meaningful opportunities to engage with customers and increase visibility. Partnerships may include organizing events together, sharing promotions, or implementing a referral system. When customers see a franchisee actively working with local organizations, it reinforces the perception that the business is committed to the long-term success of the community it serves.

For instance, at Dogtopia, many franchisees build local partnerships with nearby veterinary clinics, shelters, pet supply retailers, and dog bakeries. These collaborations support pet parents by providing trusted local recommendations while strengthening relationships within the community.

Before proceeding with any partnerships or collaborations for your franchise business, it is always best to check in with your franchisor to make sure you’re aligned with the business model and established guidelines.

POST CUSTOMER CONTENT ON SOCIAL MEDIA

Sharing customer-generated or customer-focused content on social media can be an effective way to add a local flair to your franchise, making it feel more personal. When current or potential customers see real people from their community interacting with your business, it can make your business feel more relatable and trustworthy, especially since nine in ten consumers turn to social media to learn more about a brand, and seven in ten say reviews helped them trust a brand.

Content can include reposting images or videos that customers have tagged you in, or you can ask for customer testimonials from those who visit your franchise, which you can then post on your social media accounts.

While many franchise systems have established marketing efforts, incorporating this local element can enhance the sense of community on your handles. For instance, at Dogtopia, our franchisees manage dedicated Instagram accounts for their individuals locations. They can share photos and videos of the daycare dogs, communicate directly with pet parents, and share important news and upcoming events relevant to their location. This creates a local hub that works in tandem with the marketing content we provide to our franchisees.

Prior to posting content on your social media, be sure to get the green light from your franchisor to make sure you’re on brand and aligned with their business model.

FRANCHISING WITH DOGTOPIA

At Dogtopia, we recognize how important it is for our franchisees to connect with local pet parents and build those necessary, trusting relationships. That is why we equip our franchises with the tools and technology necessary to enhance the customer experience, run business operations smoothly, and help our franchisees connect with their community.

If you are interested in bringing a Dogtopia location to your community, and you meet our initial franchisee requirements, please fill out our convenient online inquiry form to learn more.

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