From Unknown to Unstoppable: Using PR to Launch a New Franchise Location
Opening a new franchise location is more than just unlocking doors and flipping the sign to “Open.” It’s about creating a buzz, generating trust, and building excitement about your arrival in a new market—all of which needs to start long before your first customer walks through the door. While real estate and franchise operations may get you the space, it’s public relations that brings the energy.
In the world of franchising—especially for emerging or expanding brands—a localized PR campaign can be the secret weapon that transforms a brand from unknown to unstoppable.
Why Localized PR Matters
Franchise success is deeply rooted in community engagement. Customers are more likely to visit—and revisit—a new business when they feel a connection to it, opting to return time and again to re-experience what sets each franchisee apart. That connection starts with awareness, and engagement is built by telling the right story in the right place at the right time.
Unlike national marketing efforts which promote broader brand awareness, localized PR zeroes in on connecting directly with each market’s immediate community: the media outlets people trust, the influencers they follow, the events they attend, and the causes they care about. A strong local campaign doesn’t just announce your grand opening—it makes your brand part of the neighbourhood narrative.
Telling the Local Story
Every franchise opening has a unique local angle. Is the owner a longtime resident finally bringing their dream business to life? Is the brand new to the region, offering something the community has never been able to access before? Has the location created jobs, revitalized a vacant building, or partnered with a local nonprofit?
Businesses thrive on stories like these. A well-crafted press release distributed to regional news outlets can highlight your brand’s arrival in a meaningful and genuine way. These stories are earned media, creating coverage that carries more weight and credibility than paid advertising.
Engaging the Community
A grand opening isn’t just a date on the calendar. It’s an opportunity to invite media, local officials, business leaders, and residents to experience your brand firsthand.
Successful PR campaigns use events strategically: ribbon cuttings with local officials, soft openings for community influencers, on-site experiences to try your goods or services, charity tie-ins that reflect local values and much more. The goal is to create memorable moments that generate word-of-mouth.
Leveraging Influencers and Hyperlocal Media
There are so many ways consumers collect information in a modern age— it’s important to remember that traditional media isn’t the only avenue to getting your brand seen. Micro-influencers, neighbourhood Facebook groups, supporting BIA newsletters, and local Instagram pages can become powerful channels for sharing your story.
PR as Long-Term Fuel, Not Just a Launch Tool
While a grand opening might generate a headline, PR should be an ongoing part of a new franchisee’s strategy. Follow-up stories—like employee milestones, community partnerships, success stories, franchisee growth, and seasonal product or service launches—help keep the momentum going.
The best localized PR doesn’t just launch a business, it roots it in the community. When customers feel like a business is their go to spot or they’ve discovered a local hidden gem, they support it, share it, and stay loyal to it.
Whether you are a single-unit franchisee or a brand expanding into a new territory, a strategic PR campaign can be the difference between being overlooked and being overbooked. Programs like Bubblegum Canada’s 60-day Grand Opening Program can help ensure you step into a new market on the right foot.
Ready to start your grand opening journey? Let’s Chat!