The 2025 Annual Franchise Marketing Report (AMFR) highlights two major trends shaping franchise marketing strategies this year: the growing adoption of technology-fueled efficiencies and the enduring importance of local marketing for customer engagement.

Key Findings from the Report

• 85% of respondents recognize local marketing as essential for driving customer connections.

• Of that 85%, the majority either require or recommend franchisees to allocate budget toward local marketing spend.

• However, 48% of these brands provide no oversight, they leave both execution and tracking entirely up to the franchisees.

Why This Matters

This “hands-off” approach raises red flags for marketing experts. Without structured support and tracking, franchise systems risk:

• Wasted spend from inconsistent or ineffective local tactics.

• Missed opportunities to strengthen brand presence at the community level.

• Lack of performance insights to guide future strategies.

Expert Perspective

In his article for Franchise Update titled “Local Marketing Blind Spot,” Jack Monson emphasizes the critical need for franchisors to close these gaps. He ends with a challenging question that every brand should be asking:

“How does your franchise system stack up when it comes to local marketing requirements?”

The Bottom Line

While technology continues to drive efficiencies at the national level, the real opportunity lies in aligning local marketing strategies with brand-level oversight. Franchise systems that balance tech innovation with disciplined local marketing support are best positioned to build lasting customer relationships and maximize ROI.