In Business Francise (Winter 25) our consultant Phil Mowat delves deeply into the questions that franchisees should be asking franchisors. We are not talking about the ‘how much does it cost’ kind of questions but the ones that are often overlooked.

Read the article in this edition of Business Franchise Magazine – alongside the full magazine.

When considering a franchise, typical questions focus on costs, fees, and contract length—but these don’t reveal the true experience of being part of a network. Strong franchise relationships rely on transparency, shared values, and trust. Phil Mowat outlines seven deeper questions prospective franchisees should ask:

1. Who doesn’t fit in your network?
   Understanding the “wrong fit” reveals the culture, expectations, and whether the business suits your personality and working style.

2. How have you evolved the model from franchisee feedback?
   Shows if the franchisor values collaboration and adapts the business based on input, rather than imposing changes top-down.

3. How do you handle conflict with franchisees?
   Reveals the franchisor’s fairness, empathy, and accountability, and how disputes are resolved—dialogue vs. legal threats.

4. What are you doing to future-proof the brand?
   Indicates long-term vision, adaptability to market changes, technology, and new opportunities, not just short-term operation.

5. How do you measure franchisee success beyond financials?
   Highlights whether the franchisor values wellbeing, satisfaction, community impact, and sustainable, holistic success.

6. What surprised you about your top-performing franchisees?
   Offers insight into unspoken qualities and behaviours rewarded within the network, and whether you can thrive in that culture.

7. What are you most proud of, and what keeps you up at night?
   Shows the franchisor’s values, priorities, and vulnerabilities, providing an authentic view of leadership.

Choosing a franchise is about more than fees and systems. Asking these deeper questions helps assess alignment, trust, and long-term partnership potential, ensuring the brand’s values and vision match your own.