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.