What’s really holding franchisors back from scaling beyond 20 or 30 units?
It’s not their business model.
It’s not their marketing.
It’s their leadership.
That’s the tough truth Stephane Breault, franchise leadership coach and founder of Imagine Franchise, shares in our latest episode of The Franchise Woman: Where Passion & Purpose Collide.
Leadership Is the Differentiator
With decades of experience in the C-suite and coaching more than 100 franchise brands across North America and Europe, Stephane has seen it all. And he’s clear: franchising is first and foremost a people business.
Franchisors who focus only on transactions, units, and systems miss the real opportunity—to build partnerships, trust, and leadership cultures that empower franchisees to thrive.
“If you don’t build leadership into your system, you will plateau,” Stephane warns. “You can’t manage your way to 100 units. You have to lead.”
Trust, Rituals, and Accountability
Stephane outlines three pillars every franchisor must master:
- Competence: Know your craft—franchising done right is non-negotiable.
- Connection: Build rituals that create authentic, two-way engagement with franchisees. This could be regular calls, personal check-ins, or systemwide gatherings—but they must be consistent, meaningful, and intentional.
- Trust & Accountability: Trust isn’t given—it’s earned through transparency, humility, and action. And accountability must flow both ways. Franchisees are business owners, but franchisors must own their leadership role.
Case Study: Poulet Rouge
Stephane shares the remarkable transformation of Canadian franchise Poulet Rouge.
When their CEO shifted from a controller mindset to a leadership mindset, everything changed. Franchisees now audit themselves, growth is fueled by internal leaders, and the brand has a waiting list of franchisees eager to join.
Their secret?
A relentless focus on values, leadership development, and trust-based systems.
A Challenge to Franchisors
Stephane’s message is clear:
If you want to grow, you must lead. And if leadership isn’t your strength, build a team that fills that gap.
Franchisors who ignore this truth will hit the wall—and stay there.
Franchisors who embrace it will unlock scalable, sustainable success.
As Stephane says: “Franchising is not about selling businesses. It’s about helping people build the life they never thought possible.”
Learn more about Stephane’s coaching and grab his book at ImagineFranchise.com.