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If we’re being honest, franchise research can feel like homework you didn’t sign up for. You read the brochures, skim the website, maybe even download the Franchise Disclosure Document. You talk to the brand rep and watch a few success stories online.

Feels like solid research, right? Not quite.

Most new buyers think they’re doing their due diligence, but the truth is, much of what they see early on is marketing – carefully curated to show the brand in the best possible light. It’s not that franchisors are hiding information, but that the full picture often lives beyond the sales pitch.

If you’re only relying on what’s handed to you, you’re not researching franchises – you’re being sold.

That’s where most franchise buyers go wrong.

Here’s what most business buyers get wrong while researching

If your franchise research ends after a few glossy PDFs and a discovery day invitation, you’ve only scratched the surface. Don’t make these common mistakes.

Accepting marketing as truth over data

Franchise websites are designed to sell, not to inform. While those sleek videos and glowing testimonials might inspire you, they don’t tell you what running that business really feels like – or what the numbers look like behind the scenes.

What to do instead:
Dig into data that isn’t controlled by the franchisor. That means researching third-party franchise reviews, analyzing market demand in your area and getting a neutral perspective on profitability, competition and owner satisfaction.

Over-relying on Item 19

The financial performance section in the FDD can feel like a goldmine – but it’s not the full story. Some brands disclose only their top performers or exclude key expenses like labor and rent.

What to do instead:
Use Item 19 as a starting point, not your final answer. Compare it to what actual owners report and calculate your own breakeven scenario.

• A simple breakeven formula: Revenue vs. Fixed Costs vs. Variable Costs. This helps you see how much you need to sell just to cover your expenses – and what’s left over as profit.

When you know your breakeven point, you stop guessing and start evaluating opportunities based on real-world clarity – not hype.

The goal isn’t to find the “highest earning” brand, but the one that’s most aligned with your goals, skills and lifestyle.

Talking to the wrong franchisees

Most franchisors will connect you with a few “model” owners who are thrilled with the brand – and that’s great! But to make a sound decision, you need a balanced view.

What to do instead:
Ask for a list of all franchise owners (it’s required in the FDD) and reach out to a mix – new, seasoned and even those who’ve exited. This process is called franchise validation, and it’s where the most valuable insights live.

Key questions to ask franchise owners:

• What surprised you most after opening?
• How long did it take to reach profitability?
• How is the franchisor’s support when challenges arise?
• Would you invest again?

These conversations often reveal what no PDF ever would.

What great business research actually looks like

The best franchise buyers treat this process like investigative journalism. They go beyond the pitch deck and look for patterns that reveal a brand’s true potential. 

This is the difference between surface-level franchise research and true due diligence – the kind that protects your investment and sets you up for long-term success.

Here’s what that looks like in action:

Independent validation

You don’t just accept what you’re told, you verify it through multiple sources. Talk to owners, former owners and even competitors if you can.

Comparing multiple brands

Instead of falling in love with one logo, you compare a few similar models side by side. This helps you see the outliers. Who’s really growing sustainably, who’s overpromising and who’s quietly thriving?

Looking for alignment

Great research isn’t just about ROI – it’s about fit. Does the brand align with your goals, personality and desired lifestyle? Will it give you the freedom, scalability and income you’re looking for?

The best franchise opportunity isn’t the one that looks perfect on paper – it’s the one that feels right for you.

The transparency gap in franchising

Here’s the challenge: truly unbiased franchise research is rare. Most information comes from people who benefit when you buy. That’s what our team here at Franchise Sidekick is trying to change.

“I felt comforted knowing you guys had a process that worked,” said Josh Herscheid, Soccer Stars franchisee. “Desire also challenged me in the right ways – encouraging validation calls, digging into real numbers and making sure it truly fit.”

We analyze hundreds of brands every year and only certify the top 5% based on key factors like:

• Profitability and scalability
• Strong training and support systems
• Verified franchisee satisfaction
• Sustainable, recession-resistant models

We cut through the noise so you can make decisions based on facts, not fluff. Transparency shouldn’t be revolutionary – but in franchising, it is.

The future of franchise research with Sidekick

The next generation of franchise buyers won’t settle for marketing hype. They’ll expect clarity, real data and validation from people who’ve lived it.

If you’re exploring franchise ownership, make sure your research reflects reality – not just reputation. And that’s where we can help.

People don’t come to us because they want a franchise. They come to us because they want what a franchise can do for their life.

They’re chasing something bigger:

• Freedom from the 9-5 grind
• A way to build wealth on their own terms
• A meaningful path forward that doesn’t feel like a gamble

But many don’t know where to start.

They’re overwhelmed by options. They don’t know which brands are legitimate. And they’re right to be cautious – this is a major life move.

That’s why we exist.

“The structure that Ryan and the team built – vetting, validating and standing behind good franchises – it's huge,” Josh said. “There’s a lot of junk out there, but Sidekick helps you find the good ones.”

We make franchise ownership simpler, safer and strategic. Our Certified Advisors help you:

• Research only the most credible, high-performing brands
• Understand your true investment picture
• Choose a business that aligns with your goals and lifestyle

All with zero dollars, zero pressure and zero guesswork. Because the right franchise shouldn’t feel like a risk – it should feel like freedom.

Start your research the right way – with data, guidance and support that actually puts you first. Connect with a Sidekick Advisor to see how we simplify the search and help you build a business (and a life) you love.

The top questions to ask about franchise research

What’s the best way to research a franchise before buying?

Start by comparing multiple brands, talking to current and former owners and verifying all claims with data (not marketing). A franchise advisor can help you interpret what’s real vs. what’s sales fluff.

How do I know if a franchise is right for me?

Look for alignment between the brand’s model and your goals – lifestyle, income potential, scalability and values. The right fit feels sustainable and exciting, not overwhelming.

What questions should I ask franchise owners?

Ask questions about profitability, challenges, training support and whether they’d invest again. These conversations are your best source of truth during validation.