You built a successful franchise, but if multi-unit, multi-brand operators (MUMBOs) aren’t lining up, your marketing isn’t speaking their language. Here’s what’s missing.
The Missed Opportunity in Modern Franchise Development
In today’s franchise world, everyone is chasing the same high-value target:
Multi-Unit, Multi-Brand Operators, also known as MUMBOs.
These sophisticated investors bring capital, infrastructure, and growth velocity. For franchisors with 100 or more units, MUMBOs should be knocking. But often, they’re not.
If you’re wondering why, despite strong unit count, solid operations, and a compelling brand, you’re not attracting them, you’re likely experiencing the MUMBO disconnect.
But it’s not just about the enterprise buyer.
To build sustainable, high-performing systems, franchisors must also recruit qualified candidates at every level of their Ideal Franchisee Candidate Profile (IFCP), from new entrants to emerging operators to enterprise players. All of them should meet your brand’s standard for Capital, Character, and Capability, the foundation of Responsible Franchising.
The 3-Tier Franchise Candidate Model
Modern franchise development teams are increasingly segmenting recruitment strategies by tier, aligning marketing and messaging to each stage of franchisee growth:
Tier 1: Single or Two-Unit Buyers
Often first-time franchisees or corporate refugees, these candidates are making a lifestyle decision. They want guidance, clarity, and proof that your brand can help them become a successful owner-operator. Trust-building and personal storytelling matter here.
Tier 2: 3–5 Unit Operators
These operators are scaling. They’ve proven themselves and are looking for systems that can support multi-location management. They almost always aspire to become MUMBOs. They evaluate you as a platform, not just a franchise. They’re looking at cost to open, operational simplicity, and speed to scale.
Tier 3: Enterprise-Level MUMBOs
This group owns 50, 100, or more units across multiple brands. They’re investor-minded, data-driven, and team-supported. What do they care about?
- Protected development rights
- Executive leadership depth
- Technology stack sophistication
- FPR credibility and ROI
- Real estate flexibility
If your marketing doesn’t speak to these, you won’t even get on their radar.
Why Message-to-Market Fit Still Wins
Here’s the mistake franchisors make:
They assume one beautiful website, one glossy brochure, and one brand video will do the job across the board.
It won’t.
Franchise recruitment isn’t about creative polish, it’s about message-to-market fit.
You don’t market the same way to a career changer buying their first unit as you do to a group with 100 units across 3 brands evaluating you as their next large multi-unit area development agreement concept.
Realignment in Action: How to Reconnect with Each Tier
To fix the disconnect and win with each candidate type, you need distributive targeting, customized messaging, strategy, and content across platforms.
For example:
- LinkedIn content (earned and paid), article marketing, and LinkedIn Live events
should be tailored to each IFCP tier.- Tier 1 needs aspiration and success stories
- Tier 2 wants scale-path proof and operational support
- Tier 3 demands data, infrastructure, and vision
- Your franchise website, lead forms, listings, and trade show booth
should reflect segmented messaging. Show them you understand their goals and speak to them directly, not with generic taglines. - Email sequences, follow-ups, and Development Strategy Meeting invites
must be tier-specific. Avoid one-size-fits-all scripts. Each tier has different questions and decision triggers.
Responsible Franchising Still Applies
At every level, growth should be guided by a commitment to Responsible Franchising and FTC Franchise Presale Compliance.
That means qualifying every candidate, whether Tier 1 or Tier 3, on the 3 Cs:
- Capital – Can they afford to succeed, not just afford to sign?
- Character – Do they represent the values of your brand?
- Capability – Do they have the skills and leadership to build and sustain performance?
Franchisors who ignore these guardrails often find themselves growing fast, but with the wrong partners.
Final Thought: It’s Not About More Leads, It’s About Better Alignment
If your franchise brand has hit 100 or more units but growth has slowed, it’s time to ask some hard questions:
- Are we saying the right things to the right candidates?
- Are MUMBOs overlooking us because we look unprepared for them?
- Are we attracting too many underqualified leads and losing time?
Fixing the MUMBO disconnect isn’t about spending more.
It’s about saying more of the right thing to the right person at the right time.
When you align your message to each tier of your candidate base and hold your standards for Capital, Character, and Capability, you don’t just grow.
You grow with the right franchisees, at the right pace, for the right reasons.
About Franchise Info Advisory Partners
As a franchise growth strategist, I have seen firsthand what separates successful franchisors from those who never make it past their first few years. Alongside Ned Lyerly and Michael (Mike) Webster PhD, we bring decades of real-world franchisor leadership to the table. With deep experience in building, scaling, and optimizing franchise systems, we specialize in franchise recruitment, operations, and sales strategy.
Take Action Today
Avoid the costly mistakes of trial-and-error franchising. Get the right strategy, tools, and systems in place from the start.
Email joe@franchisorsales.org or connect with and DM me on LinkedIn to schedule a free consultation.
Let’s build a smarter, stronger franchise system, one designed for sustainable, profitable growth.
