Sponsored content by Uberall.

Abstract:

Brands write the playbook. Franchisees run the plays. And in most multi-location organizations, the two sides don’t fully agree on what good local marketing looks like. In a March 2026 survey of 352 US franchise brands and franchisees, Uberall and research firm Dialog uncovered the structural tension shaping franchise marketing today: 93% of franchisees call local marketing critical to their success, compared to 81% of brands. Listings, reviews, and channel priorities diverge. Only 1 in 5 organizations run a true hybrid model. The new report explores where the brand–local relationship breaks down, what the highest performers do differently, and how AI is starting to reshape the franchise operating model.

Sponsored Content. Created by or on behalf of the sponsor, who paid for its placement. Views expressed are the sponsor’s own and do not necessarily reflect those of the IFA. Placement of this content is not an endorsement.

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