In The BFA Magazine (Nov 25) our consultants Phil and Rob discuss a very current topic – how franchisors can attract Gen Z franchisees by balancing digital efficiency with personal connection.

Phil argues that franchisors must embrace technology – offering fast, mobile-friendly, and engaging digital experiences – to meet Gen Z’s expectations for control, speed, and information access. In contrast, Rob emphasises that despite being digital natives, Gen Z still values genuine human interaction, trust, and belonging; real conversations and personal touches remain crucial in converting interest into commitment.

Read this article, and the full digital version of the magazine.

To reach Gen Z, franchisors need to mix speed with sincerity. Start with the basics: a sharp, mobile-friendly website, easy downloads, clear info, no fuss. Be where they are – TikTok, Instagram, even Reddit – and tell real stories, not sales pitches. When someone gets in touch, reply fast. A quick WhatsApp chat can matter more than a polished brochure. But don’t stop there. Meet them. Talk to them. Let them see who’s behind the brand. A friendly conversation or a visit to your office can build trust faster than any email chain. In the end, tech grabs their attention but people win their confidence.