Welcome to Creme de la Creme: Franchise Industry News - a publication that brings you the latest news from the franchise world’s most influential characters.

Sit back and relax as SeoSamba brings you highlights from the incredible world of franchise influencers, shedding light on the latest developments and achievements within the franchise industry.

2025 SeoSamba Top 100 Global Franchise Influencers Who's Who

We're thrilled to highlight some of the people from the 2025 SeoSamba Top 100 Global Franchise Influencers list , spotlighting the innovators and visionaries shaping the future of franchising. This month's honorees include Joseph Mathews from Franchise Performance Group, a group focused on growth strategies, brand strategy, leadership and corporate culture, franchise candidate lead generation, financing, and all aspects franchisee recruitment; Tom Monaghan of OnAxis Franchising, working to accelerate the growth of the Green Home Solutions brand by recruiting great franchise partners.; Ingrid Schneider with Stay In Your Lane- Empowering teams and building businesses that resonate with customers and communities alike; Also featured are Michelle Rowan from Franchise Business Review, Helping franchises achieve performance objectives with actionable data; Tanashe Martin with PuroClean, one of the nation’s leading restoration franchise networks; and Lou Gervasi from the Canadian Franchise Association, Advancing & Supporting the Franchise Community Since 1967.

SHAKERS & MOVERS

Franchise World Updates: Who's Moving Up and Who's Taking New Roles

Congratulations to all the professionals making strides in their careers! Here's a quick look at the latest movements in the franchise industry:

Wanda H.- Gotcha Covered Franchising

New Role:  President

Company Overview:  Gotcha Covered is a custom window treatment franchise that provides high-quality blinds, shades, shutters, and draperies for residential and commercial clients. With a strong focus on personalized service, their design consultants help customers find the perfect window solutions to match their style and needs. The company is backed by a proven business model, ongoing training, and national support, making it an ideal opportunity for entrepreneurs. Gotcha Covered is committed to enhancing spaces while empowering franchisees to build successful, service-driven businesses.

Sean Kajcienski- Threshold Brands

New Role: COO

Company Overview:  Threshold Brands is a multi-brand franchisor dedicated to helping entrepreneurs build thriving home service businesses. With a growing portfolio of trusted brands—including MaidPro, Pestmaster, Heating + Air Paramedics, and more—Threshold provides franchise owners with the tools, training, and support needed to succeed. The company emphasizes collaboration, operational excellence, and shared resources across its network. Their mission is to deliver exceptional service to customers while empowering franchisees to grow strong, sustainable businesses.

Jena Henderson- NewSpring

New Role: Franchise Group Chief Operating Officer
Company Overview: NewSpring is a private equity firm that partners with growth-focused companies to accelerate their success across various stages and industries. With over two decades of experience and more than $3 billion in assets under management, NewSpring provides capital, strategic guidance, and operational support to help businesses scale. The firm operates across multiple sectors, including technology, healthcare, and business services. NewSpring’s collaborative approach is rooted in building long-term partnerships that drive lasting value.

Suk Singh- ★wagamama us

New Role: Chief Development Officer
Company Overview: Wagamama is a globally recognized Asian-inspired restaurant brand known for its fresh, flavorful dishes and fast-paced, communal dining experience. Originating in the UK, the brand has grown into an international favorite, offering franchise opportunities to partners who share their passion for quality and innovation. Wagamama supports its franchisees with a proven operating model, strong brand identity, and ongoing training and development. With a focus on bold flavors and contemporary culture, Wagamama continues to expand its presence in key global markets.

FRANCHISE DEVELOPMENT

The Secret To Franchise Development

Franchise development isn’t just about selling more units—it’s about building the right foundation, attracting the right people, and nurturing long-term success across the system. So what’s the real secret?

Franchise development is about selling the right opportunity to the right person at the right time—with trust, clarity, and support at every step.

When you do that consistently, everything else falls into place.

1. It Starts with Strong Unit-Level Economics

Before you even think about growth, make sure your core business model business works—and works well. 

• A profitable, proven business model
• Healthy franchisee margins
• Strong validation and franchisee satisfaction

Replicable systems that support scalability

One must believe they can make money, or it will be a tough sell. 

2. Know Your Value Proposition

If you don’t have a unique benefit statement, you need one. Answering the questions below will help you come up with one. Now is not the time to be humble!

• What makes your brand stand out in the market?
• How is your support structure different?
• What kind of return can a qualified candidate realistically expect?

Your statement should be clear, compelling, and backed by real numbers and results.

3. Focus on Quality Lead Generation

Great development isn’t about collecting leads—it’s about connecting with the right ones.

• Invest in smart digital strategies (LinkedIn, Google Ads, PR, SEO)
• Create content that educates, not just promotes, that prospects will find real value in
• Lead with transparency

Don’t just attract attention—attract alignment.

4. Make It Relationship-Driven

Franchise development is a trust-building exercise. Treat candidates like future business partners, not just sales targets.

• Understand their goals, motivations, and concerns
• Be transparent about expectations, investment, and risk. A lot of people who invest in buying a franchise are investing everything they’ve got and are taking a real risk. Honesty and transparency will go a long way with potential buyers. 
• Use a structured discovery process to keep things moving

People don’t invest in brands—they invest in people they believe in.

5. Build a Culture That Sells Itself

Once you have franchisees in place, they become your best sales tool—or your worst. The choice is yours.

• Provide real-time support and continued education
• Partner with providers who care about your franchisees and support them the same way you do
• Encourage community and connection across your system
• Celebrate wins and share success stories

If your franchisees are thriving, future candidates will hear about it. Word of mouth is still a very successful strategy.

Bonus: Speed and Simplicity Win Deals

Your process matters. A complicated, drawn-out sales journey can lose even the most enthusiastic prospect.

• Use automated workflows and a responsive CRM
• Share clean, easy-to-digest materials
• Respect their time and make the path to a decision clear

Final Thoughts

There’s no silver bullet in franchise development—but there is a proven formula. Lead with transparency. Focus on fit. Build with integrity.

Because when the right people join the right brand at the right time, everybody wins.

FRANCHISE BRAND MARKETING

How to Optimize Google Business Profiles for Multi-Location Franchises

Managing Google Business Profiles (GBPs) across dozens—or even hundreds—of franchise locations can feel overwhelming, but it’s also one of the most critical pieces of local SEO. Done right, it boosts “near me” visibility, strengthens brand credibility, and ensures customers always find accurate information. In an in-depth article published by SeoSamba, you’ll find all the details on the what, why, where and how. 

Key takeaways from the article:

• GBP Optimization Matters Most: Complete each of your profiles with consistent NAP (Name, Address, Phone), accurate hours, local phone numbers, services/products, photos, videos, and Google Posts. Small details—like using a local area code—help strengthen local relevance.
  
  
• Reviews Drive Trust & Rankings: Encourage and respond to customer reviews quickly. Review management tools make it possible to handle this at scale without losing brand consistency.
  
  
• Citations & Directory Listings: Being listed on sites like Yelp, Apple Maps, and industry directories validates your business for Google and customers. Automating this process keeps information accurate across platforms.
  
  
• Proximity & Local Keywords: Searchers want nearby solutions. Every location should have a precise address, directions, and geo-specific keywords embedded in profiles and websites.
  
  
• Dedicated Local Websites: Beyond one corporate homepage, each location benefits from its own optimized website section (or standalone site) with staff info, reviews, photos, and locally relevant content. This builds authority and boosts local rankings.

Bottom line: franchises that invest in consistent, location-specific GBP management and local SEO content not only rank higher but also earn more clicks, calls, and customers. Tools like SeoSamba’s MOS make scaling this across multiple locations practical and cost-effective.

FRANCHISE ADVOCACY & LEGAL NEWS

IFA Advocacy Summit 2025: Your Voice Matters

The International Franchise Association’s Advocacy Summit will be held September 15–17, 2025, in Washington, D.C. This annual gathering is more than a conference—it’s the moment the franchise community unites to meet with lawmakers and shape policies that impact the future of franchising.

Franchisees, franchisors, and suppliers will share their stories on Capitol Hill, addressing critical issues like tax policy and the ever-shifting joint-employer standard, which has changed four times in the past decade. IFA is working with bipartisan support to secure permanent protections for the franchise model and ensure economic opportunities continue to grow.

By participating, members help lawmakers understand firsthand how franchising drives businesses, jobs, and communities forward. This event best is for: 

• Franchise Executives & Owners 
• Multi-Unit Franchisees 
• Legal & Compliance Professionals
• Government Affairs & Public Policy Experts
• Emerging Brands

To register to attend, click here. 

This article was originally published on franchising.com. Read the full article here. The views and opinions expressed are those of the original authors and do not necessarily reflect the views of SeoSamba or its affiliates. This summary is provided for informational purposes only and should not be considered legal advice.

MEDIA & LEARNING

Robot Writes, Human Rules: A Guide to AI-Generated Content

In today’s fast-paced digital landscape, artificial intelligence has become a powerful ally in content creation. Whether you’re writing blog posts, social captions, web pages, or emails, tools like ChatGPT and Grok can save hours of time and effort. But to get the most from AI—and stay on the good side of Google—you need to know how to use it strategically.

What Is AI-Generated Content?

AI-generated content is any digital media—text, images, or audio—created by a machine instead of a human. Using natural language processing (NLP) and machine learning algorithms, AI tools are trained on massive datasets and learn how to mimic human communication. With a simple prompt, users can generate blogs, articles, emails, and more in seconds.

But just because it’s fast doesn’t mean it’s flawless. In this article, we’ll cover how to use AI tools effectively, avoid common pitfalls, and ensure the final result meets your SEO, brand, and quality standards.

How AI Generates Content

AI models like ChatGPT analyze billions of examples—books, blogs, websites, and more—to understand how humans write. For written content, these tools learn grammar, tone, sentence structure, and word choice. While impressive, AI is only as accurate as its training data. Since much of it comes from the internet, bias or misinformation can sneak in. Always fact-check and revise before publishing.

How to Use AI for Smarter Content Creation

1. Start with a Specific Goal
   Instead of a vague prompt, give AI a clear assignment.
   Example: “Write a blog post about crime scene cleanup in Maryland.”
2. Provide Context
   Share your target audience, tone, and background info.
   Example: “The blog should define crime scene cleanup and speak to law enforcement and property owners.”
3. Choose a Format
   Blog, script, email, social caption, product description? Let the AI know upfront.
4. Include Length and Keywords
   Be clear about your expectations.
   Example: “Write 750–1,000 words and include keywords like ‘suicide cleanup in Baltimore.’”
5. Refine and Collaborate
   Ask the AI for clarification or revisions:
   “Can you expand on this part: [insert phrase]?”
   “What do you mean by this sentence: [insert sentence]?”
6. Proofread and Personalize
   Don’t skip the human touch—edit for tone, check facts, and add unique value that reflects your brand.

✅ Benefits of AI-Generated Content

• Time-Saving: Drafts are produced in minutes, freeing up your schedule
• Cost-Effective: Cheaper than freelance writers or content agencies
• Scalable: Easily increase your output without adding staff
• Consistent: Repeat prompts yield repeatable tone, style, and structure
• SEO-Ready: AI can generate meta tags, descriptions, and headers instantly
• Organized Workflow: GPT-4.0 lets you create folders and remembers project details

⚠️ Pitfalls & Limitations

• Lack of Originality: Repetitive phrases may weaken SEO and voice
• Quality Issues: AI can hallucinate facts or generate weak structure—always review and revise
• Fails “Helpful Content” Standards: Without human input, it may fall short of Google’s quality guidelines
• Copyright Risks: AI content can unintentionally resemble existing material—run it through a plagiarism checker

What is Google’s “Helpful Content” Criteria?

Google doesn’t penalize AI content per se, but it does favor content that’s:

• Genuinely useful and valuable for readers
• Created with clear expertise and trustworthy information
• Focused on quality over quantity
• Written to solve problems or answer user questions effectively

AI-generated content should still feel like it was made by someone who knows their industry. A strong human editor can make the difference between “meh” , and meaningful.

Final Takeaway

AI is a brilliant tool—but it’s just that: a tool. Used thoughtfully, it can elevate your marketing game, speed up your workflow, and help you scale. But to maintain credibility and results, always follow the golden rule of AI content:

Robot writes. Human rules.

Creme de la Creme is brought to you by SeoSamba, a marketing and sales automation software suite provider, with turnkey franchise development and franchise brand marketing solutions for emerging franchise brands. Each year, SeoSamba reviews thousands of nominees and awards the Top 100 Global Influencers in Franchising award to the most influential characters in the franchise world.

If you have news that you’d like to have published in an upcoming edition, you may submit it to influencers@seosamba.com for consideration. 

Thanks for reading!