The review economy: Why franchisees can’t afford to stay silent
In the world of franchising, you’re not just selling a product or a service, you’re selling trust. And in 2025, trust looks like a Google review.
Franchise buyers don’t want brochures. They want proof. And they’re finding it in the comments under your Google Business Profile, Yelp, and Facebook page.
So what’s the story your reviews are telling?
Let’s look at the numbers:
- 99% of people read reviews before making a decision.
- 81% check Google reviews before visiting a business.
- 91% say unit-level reviews shape their perception of the brand.
In short: your online reputation isn’t optional. It’s foundational.
Franchisee or Ghost? What happens when you don’t engage
Ignoring your reviews is like ignoring a customer standing in your store waving their hand.
Too many franchisees still treat reviews like a “nice-to-have.” In reality, they’re make or break. A potential buyer can read your glowing franchise brochure, but if they discover a location with three recent complaints and zero responses? You’ve ghosted them.
Even worse: 89% of consumers expect a response to their review. And over half say a thoughtful reply can change their opinion.
The opportunity here is huge and free. So why are so many still ignoring it?
From star ratings to sales funnels
Reviews aren’t just a slice of your reputation. They’re a core part of your revenue.
Each 5-star review is a 24/7 salesperson. Each public reply is brand storytelling in action.
Consider this: a prospective franchisee doesn’t just want to know how many units are open. They’ll Google them. They’ll read what customers are saying. They’ll watch how the owner responds. Is it robotic? Is it absent? Or is it human, helpful, and responsive?
Your review profile is no longer a footnote. It’s your living brochure.
Want stronger validation? Want to close more deals? Start managing your reviews like you manage your sales targets.
Franchise-wide impact
Strong local reviews create a halo effect. When one unit excels, it lifts the brand’s entire perception.
This is where franchisors can lead: Train owners on review engagement. Incentivize great reputation management. Highlight top performers. Use review data to improve ops across the network.
Turn feedback into fuel. Because every review, rating, and reply builds momentum.
Conclusion: proof over promises
Franchise brands are in a race for credibility. Fancy decks don’t close buyers, social proof does.
And it’s not about perfection. It’s about presence. Showing up. Responding. Listening. Being human.
As one industry insider put it: “Ignore your reviews, and buyers will ignore you.”
In franchising, reputation is revenue. It’s time we all start treating it that way.
