By Cory Hibbard, Graze Craze

Emerging franchise brands have a unique opportunity: they are paving a new path and sometimes redefining an industry standard, responding to today’s customers.

But being an emerging brand also means building the brand as you grow. There isn’t always a playbook, a large team or an established infrastructure to fall back on. Success requires a willingness to experiment, learn quickly and, perhaps most importantly, build the foundation for growth before growth demands it.

For emerging brands, innovation isn’t just about creating a new product or service. It’s about finding new ways to deliver an experience customers remember and franchisees can replicate.

Behind every growing brand is a team focused on execution, accountability and creating an environment where franchisees can succeed. Take Graze Craze, for example: we began franchising in 2021, and transformed the brand from an emerging concept into the nation’s largest charcuterie franchise specializing in boards, boxes, and catering. Some of the most important lessons we’ve learned along the way have little to do with charcuterie and everything to do with building a business.

Invest in Your Pioneer Franchisees

Early franchisees are more than just the first people to buy into a concept; they are helping shape the future of the brand. Emerging franchisors should build strong relationships with these pioneer franchisees and overinvest in their success.

Their feedback can help identify what works, what needs to change, and what systems future franchisees will need. When early franchisees succeed, they become some of the brand’s most powerful validators for future franchise development. Creating a functional feedback loop is vital early on.

At Graze Craze we have gathered a group of franchise owners to lead our Menu Innovation Committee, Advertising Fund, and in the process of launching our Franchisee Advisory Council, because we believe that most great ideas come from within and those that are working, living and breathing the brand day in and day out.

Build a “Do Whatever It Takes” Culture

Emerging brands rarely have the luxury of large teams and clearly defined departments. You have to be lean and mean, and everyone needs to be willing to jump in wherever they are needed.

A “do whatever it takes” culture creates a team that is focused less on job descriptions and more on reaching our goals. It also creates a level of ownership and urgency that is critical when a brand is moving quickly.

Set Goals and Hold Yourself Accountable

It is impossible to get where you are going if you don’t know what the target is. One book our team often references is Unreasonable Hospitality by Will Guidara, which is about going beyond what customers expect and creating personalized experiences that make them feel genuinely valued. One of the lessons that has always resonated with me is that “it isn’t the lavishness of the gift that counts, it’s the pricelessness”. I think that philosophy extends beyond the customer experience to leadership, too. People want to feel seen and valued, and sometimes the most meaningful gestures are the simplest ones. As an emerging brand, you need to set clear goals, communicate them to your team, and make sure everyone understands what you are working toward. You also need to recognize and celebrate your people along the way, because the team that believes in the vision and feels invested in it is essential to achieving those goals.

Build Systems Before You Need Them

The best time to build scalable systems is before you desperately need them. That means establishing processes and investing in technology and resources that can support the next stage of growth, not just the current system.

At Graze Craze, we are fortunate to be part of United Franchise Group, the global leader for entrepreneurs with four decades of franchising experience. We are able to lean on members of United Franchise Group’s other affiliated brands for guidance as we navigate growth.

Invest in Marketing Support Early

Marketing is another area where emerging brands can be tempted to wait until they feel they can afford more support. The investment usually comes with some sticker shock, especially for an emerging brand. In reality, it is one of the areas where franchisees often need the most guidance.

While some franchisees may understand their local markets, that doesn’t make them a marketing expert. Providing strong marketing resources, strategy and support gives franchisees the tools they need to build awareness and drive sales while also protecting consistency across the brand.

That investment needs to happen early, even when budgets are tight. In our experience, good marketing support can be just as important to a franchisee’s success as the operational and technical support that often receives more attention.

Staying True to Your Brand

Building an emerging franchise brand requires both sides of the equation. Innovation and creativity keep the brand relevant and give customers and franchisees new reasons to engage. However, you can’t stray too far from who you are. Innovation and creativity should complement the brand, not take it in a completely different direction.

As Graze Craze continues to grow, we are introducing new catering concepts, creating unique and customizable experiences for customers, ranging from individual servings to grazing tables to a charcuterie cart.

Grazing tables and charcuterie carts demonstrate how an emerging brand can innovate while remaining focused on what made them successful in the first place. A grazing table can scale the signature product for a large group, while a mobile cart adds an interactive element that invites guests to customize selections and engage with the brand. Both catering options create shareable experiences that can serve as a new revenue stream and a marketing opportunity.

Innovation is only one part of building a successful franchise brand. Today, Graze Craze has more than 130 locations in the U.S. and internationally, and we continue to learn and evolve as we grow. For us, that means balancing creativity with the people, processes, and support needed to grow the brand while maintaining consistency across the network.

Cory Hibbard is the president of Graze Craze. For more information about IFA franchisor member Graze Craze, please visit franchise.org/franchise-opportunities/graze-craze/.