By Evan Hackel
Onboarding isn’t just about paperwork and procedures – it’s the first step in shaping a successful, committed franchisee who embodies your brand’s values and builds growth across locations. Done well, onboarding transforms a new partner into a brand ambassador. Done poorly, it risks costly disengagement and underperformance.
How can you optimize franchisee onboarding? Here are 12 best practices I have seen succeed in numerous franchises I have led and worked with as a consultant:
One: Design the Franchisee Journey Before Day One
A great onboarding process begins before a franchisee opens his or her doors. Map out a comprehensive “franchisee learner journey” that spans pre-training, launch support, and ongoing development. This journey should include clear milestones, skills assessments, and built-in coaching to foster confidence and clarity.
Two: Create Customized Learning Paths
No two franchisees are alike. Some bring retail experience, others entrepreneurial energy but no industry know-how. Leverage adaptive learning platforms or modular eLearning so that training is responsive to individual experience levels. This personal touch sets the tone for support and success.
Three: Ignite Brand Passion
Early in onboarding, immerse franchisees in the brand’s purpose, story, and customer promise. Use powerful storytelling, brand videos, and founder interviews to show – not just tell – what makes your franchise exceptional. Passion is contagious! Spark it early.
Four: Introduce “Ingagement” from Day One
Ingagement, which I introduced in my book Ingaging Leadership: The Ultimate Edition, is a leadership philosophy which I have seen work as the cornerstone of top-performing franchise systems. The central concept of Ingaged leadership is to not tell people what to do, but to engage their ideas, ambitions and even dreams.
So don’t just train franchisees, collaborate with them. Invite feedback, ask for ideas, and demonstrate that their voice matters. When franchisees feel heard, they invest more deeply.
Five: Build a Digital Onboarding Hub
Centralize resources in a digital learning portal or Learning Management System (LMS). Include operations manuals, training videos, checklists, FAQs, and a calendar of key milestones. This allows franchisees to access critical materials at their own pace while standardizing delivery across the network. Your LMS will also help you understand how far along your new owners are in your onboarding process, so you can offer encouragement and feedback every step of the way.
Six: Pair New Franchisees with Mentors
Create a mentorship program where new franchisees are matched with high-performing peers. This not only accelerates practical knowledge transfer but also builds relationships within the network. Make it structured. Monthly check-ins, goal reviews, and shadowing opportunities can make a significant impact.
Seven: Simulate the Real World
Franchisees need more than theory, they need to practice. Include role-plays, scenario-based challenges, and operational simulations in your training. Teach your franchisees how to manage customer complaints, lead team huddles, or troubleshoot technical issues before opening day.
Eight: Coach Leadership Skills Early
Running a franchise requires leadership, not just operational execution. So train franchisees in managing people, motivating teams, and creating a values-driven culture. These “soft skills” often determine whether a franchisee thrives or merely survives.
Nine: Use 30-60-90 Day Milestones
Structure onboarding over the first 90 days with specific learning goals and performance checkpoints. These should include tech proficiency, staff onboarding, customer service standards, and local marketing execution. Regular reviews ensure steady progress and keep the franchise company and the franchise owner aligned.
Ten: Create a Feedback-Rich Environment
Encourage frequent two-way feedback. Franchisees should know how they’re doing, but you should also be listening. Conduct pulse surveys, use onboarding scorecards, and debrief after major milestones to refine the process and address gaps early.
Eleven: Celebrate Quick Wins
Motivation is highest at the start – capitalize on it. Recognize achievements like first customer served, team fully hired, or a successful soft opening. Public recognition, small incentives, or leaderboard shout-outs go a long way in boosting morale among your new owners.
Twelve: Emphasize Continuous Learning
Onboarding is just the beginning. Outline a development path with future learning opportunities – advanced operations training, leadership certifications, or marketing masterclasses. When franchisees see a clear path to grow, they are more likely to stay, engage, and perform.
Final Thoughts
Franchisee onboarding is one of the most strategic tools at your disposal. It’s where relationships are built, expectations are set, and performance habits take root. By infusing the onboarding experience with structure, personalization, and collaboration, franchisors create not just operationally ready partners—but brand believers.
Remember, Ingagement starts when a franchise embraces the idea that everyone in your organization can actually love their jobs, not just do their jobs. Empower your franchisees to love your brand, and they’ll help it thrive.
About Evan Hackel
As author, speaker and entrepreneur, Evan has been instrumental in launching more than 20 businesses and has managed a portfolio of brands with systemwide sales of more than $5 billion. He is the creator of Ingaged Leadership, is author of the book Ingaging Leadership: The Ultimate Edition and is a thought leader in the fields of leadership and success.
Evan is the CEO of Ingage Consulting. Reach Evan at ehackel@ingage.net, 781-820-7609 or visit www.evanhackel.com.
By Evan Hackel