Franchise Secrets Podcast

Hosted by Erik Van Horn

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100

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Oct 2026

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About the show

Franchising specialist Erik Van Horn reveals the secrets he uses as a franchisee, consultant, investor and entrepreneur. Join us every Tuesday to learn tactical and practical tools that will help you buy, grow, and sell franchises like an expert.

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October 27, 2026Episode 39333 min

Franchise Negotiation: When Getting What You Want Backfires

Getting a better franchise deal sounds like a win. But what happens when every owner has different terms—and everyone starts comparing notes? In this episode of Franchise Secrets, Erik Van Horn and Bobby Brennan unpack the tradeoffs of negotiating franchise agreements, rewarding early franchisees, and building a system that stays fair as it grows. They discuss when flexibility makes sense, why permanent royalty discounts can create long-term problems, and how being a strong franchise partner can open doors beyond what's written in the agreement. Plus, why top-performing franchisees need more than the training designed for the average owner—and how personal branding and AI can help you share your actual experience. CHAPTERS 00:00 When a better deal breaks trust 01:01 Erik and Bobby reconnect 02:24 Building a personal brand people trust 08:53 Using AI without losing your authenticity 13:38 Should early franchisees get better terms? 17:06 When franchise discounts undermine trust 19:35 Negotiation, fairness, and being a good partner 21:38 Can emerging brands keep agreements standardized? 26:10 Incentives without permanent royalty cuts 28:08 Why top franchisees need different support Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #Franchising #FranchiseBusiness #BusinessOwnership

October 20, 2026Episode 39236 min

What Franchise Owners Can Learn From Crumbl's Growth

Crumbl's remarkable growth offers plenty for franchise owners and buyers to learn from. In this episode of Franchise Secrets, Erik and Jeff reflect on Crumbl's rise and the challenges that can come with scaling a successful brand. Looking back, they explore questions worth asking while a business is still growing. A few lessons stand out: • Successful concepts attract competitors. What helps a brand stay distinctive as others enter the market? • Strong openings are only part of the story. What supports lasting customer demand and franchisee profitability? • Owners still have levers. How can local relationships, catering, and corporate events create new opportunities? The conversation also explores changing customer habits, real estate costs, and the differences between novelty-driven and occasion-driven purchases. Erik and Jeff share outside observations and possible explanations, rather than inside knowledge of Crumbl's operations. Whether you own a franchise or are considering one, this episode offers questions to help you evaluate growth and think beyond opening day. Timestamps: 00:00 Erik reflects on an early Crumbl opportunity 01:19 Crumbl's remarkable growth 03:18 Novelty, customer appeal, and competition 07:25 Looking beyond strong opening sales 11:58 How franchise brands evolve as they grow 14:53 Different reasons customers buy sweet treats 18:44 Discussing possible changes in consumer habits 21:20 Real estate costs and franchise economics 24:25 Timing, risk, and selling a business 27:09 Building local relationships and new revenue opportunities Explore the podcast and resources: https://franchisesecrets.com Get help starting or growing a franchise: https://scalablefranchise.com Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #Crumbl #Franchising #FranchiseSecrets

October 13, 202641 min

Why You're Losing Sales (And How to Fix It)

A great product and a friendly conversation don't automatically close a sale. So where does the deal fall apart? Erik talks with Morgan, a sales leader at Zingas, about the mistakes that cost businesses customers and how to improve the process from the first conversation to the follow-up. They break down how to build trust without forcing small talk, ask questions that uncover what customers actually need, handle objections before they become roadblocks, and ask for the sale without being pushy. Plus, Morgan explains why you should pause after presenting your price, what to ask when someone says "Can you email that to me?", and why half of their sales come from follow-up. Whether you're a franchise owner, building a sales team, or selling a service, this conversation offers practical ways to strengthen your sales process. CHAPTERS 00:00 Half Their Sales Come From Follow-Up 00:41 Meet Morgan: In-Home Sales and Franchise Growth 03:19 Starting in Sales at 19 05:01 Building Trust Before Asking for the Sale 10:37 Better Questions and Reading the Room 14:08 Coaching Salespeople to Listen 20:14 Match the Product to the Customer's Needs 25:56 Handle Objections Before They Become Roadblocks 32:40 Closing the Sale: Price, Silence, and Budget Questions 39:02 Turn Follow-Up Into a Second Appointment Explore Franchise Secrets: https://franchisesecrets.com Learn more about starting or growing a franchise: https://scalablefranchise.com Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #Sales #SalesTraining #FranchiseSecrets

October 6, 2026Episode 39027 min

How I Turn My Experience Into an AI Content Machine

Someone asked me whether my social posts were really coming from me or from AI. Here's my answer. In this episode of Franchise Secrets, I share how I use AI to turn years of podcasts, mastermind conversations, and firsthand business experience into content that still sounds like me. I break down how I brainstorm, refine my posts, and organize my knowledge into a central "brain." I also explain how franchise owners and entrepreneurs can start doing the same. There's a difference between using AI to sharpen your thinking and letting it do your thinking for you. I share the shortcut that frustrates me most, why copying and pasting AI replies creates problems, and what leaders should teach their teams instead. If you want to create more content without losing your voice, this episode is for you. Explore Franchise Tribe: https://franchisetribe.com Learn more about working with me: https://scalablefranchise.com CHAPTERS 00:00 The wrong way to use AI 01:03 Business wins, challenges, and honest conversations 04:24 Finding potential buyers among your customers 07:03 "Is this really Erik or AI?" 08:15 How I created content before AI 11:47 How I turn my experience into content 17:09 Scheduling content and keeping my voice 18:51 Why business owners should build an AI brain 22:12 Using your knowledge across different AI tools 22:41 Using AI to think better without taking shortcuts Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #AIForBusiness #ContentCreation #FranchiseSecrets

September 29, 2026Episode 38935 min

How AI-Generated Questions Can Blow Up Your Business Deal

AI can help you research a franchise. But what happens when you bring its questions to a franchisor without understanding why you're asking them? In this solo episode of Franchise Secrets, Erik Van Horn explains how AI generated questions can create tension during due diligence, why an AI review of a Franchise Disclosure Document needs context, and how treating ChatGPT or Claude like a franchise attorney can derail a deal. He shares a better approach: use AI to learn, challenge its answers, have honest conversations with the brand, and work with a franchise attorney to understand what you're signing. Erik also discusses the value of creating the right professional connections and shares a practical way he uses AI to build an event playbook for his business. Chapters: 00:00 – The mistake franchise buyers make with AI 00:55 – Why the right room matters in franchising 03:24 – Making connections that help others grow 06:16 – Creating your own room of decision makers 08:33 – How franchise buyers are using AI 10:43 – The danger of being confidently wrong 14:21 – Why AI generated questions create tension 16:08 – Use AI to become a better informed buyer 19:40 – What happens when you put an FDD into AI 23:19 – Understand the agreement before negotiating 26:08 – Why AI shouldn't act as your franchise attorney 27:24 – AI as an educator versus an advisor 29:25 – Building business playbooks with AI Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #FranchiseDueDiligence #BuyingAFranchise #FranchiseDisclosureDocument

September 22, 2026Episode 38846 min

How the Savannah Bananas Built a Business Fans Can't Ignore

The Savannah Bananas didn't become a phenomenon by following baseball's traditional rules. Jesse Cole and his wife went from sleeping on an air mattress and running out of money to building an unforgettable brand with millions of followers and a massive ticket waitlist. In this Franchise Secrets Rewind, Jesse joins Erik Van Horn to explain how the Savannah Bananas create attention, eliminate customer friction, experiment constantly, and turn ordinary customers into passionate fans. Jesse also shares: Why attention matters more than traditional marketing How experimentation accelerates business growth Why customers want to buy—but don't want to be sold How the Bananas study their fans instead of relying on surveys Why every business needs meaningful differentiators How visionary and operational leaders work together What Walt Disney taught Jesse about customer experience Why long-term fans matter more than short-term profits Learn more about Franchise Secrets: https://franchisesecrets.com Explore Erik Van Horn's franchise resources: https://scalablefranchise.com Timestamps 00:00 How does the Savannah Bananas strategy apply to business? 00:50 From an air mattress to a baseball phenomenon 05:00 Jesse Cole's role as a visionary and idea creator 09:59 Why attention matters more than traditional marketing 16:48 Do the exact opposite of what's normal 24:03 How Jesse reads 100 books every year 32:29 Why video is a game changer for businesses 36:24 How the Savannah Bananas study their customers 39:40 Where businesses fail to create loyal fans 44:28 Long-term vision, self-funding and working with your spouse Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #SavannahBananas #JesseCole #BusinessStrategy

September 15, 2026Episode 38750 min

AI Is Making Franchise Buyers Confidently Wrong

AI has completely changed how people research franchise opportunities—but more information doesn't always mean better decisions. In this episode, Erik Van Horn and Amy discuss how franchise buyers are using AI during the research and due diligence process, why it can create confidence in the wrong information, and why AI should be used as a tool—not the expert making the decision for you. They also look back on more than 20 years in franchising, sharing lessons about franchise ownership, sales, leadership, following the system, hard work, failure, and what they've learned from growing up in the franchise industry together. If you're considering buying a franchise, this conversation will help you think differently about how you research opportunities, evaluate information, and use AI throughout the process. Timestamps: 00:00 – Why Authenticity Matters in Franchise Sales 03:06 – How We Got Started in Franchising 05:12 – Why New Franchisees Are Never Fully Ready 10:08 – Why Franchisees Should Follow the Playbook 17:11 – Learning Sales From Great Mentors 21:12 – Hard Conversations & the Sales Strategy That Backfired 25:01 – The Sales Superpower Most People Overlook 32:19 – How Franchise Buyers Are Using AI Wrong 34:08 – AI, FDDs & Becoming "Confidently Wrong" 46:52 – Can Franchising Really Change Your Life? Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #Franchising #FranchiseBusiness #ArtificialIntelligence

September 8, 2026Episode 38658 min

How to Use AI to Grow Your Franchise

Most business owners are using AI—but very few are using it to actually think better. In this episode of Franchise Secrets, Erik Van Horn sits down with Geoff Woods, author of The AI-Driven Leader, to explain why leaders need to stop treating AI like Google and start using it as a strategic thought partner. Geoff breaks down the CRIT framework for getting better results from AI, why most people are using AI to optimize low-value work, and how the 80/20 principle can help leaders focus AI on the decisions that actually drive growth. You'll also hear how Geoff uses AI to analyze financials, challenge his thinking, identify blind spots, and even build an AI-powered CFO. Plus, he explains why much of the hype around AI agents misses the bigger opportunity for business owners. AI shouldn't just help you write emails faster. It should help you become a better leader. If you're a franchise owner, entrepreneur, or business leader trying to turn AI into a real competitive advantage, this episode will show you where to start. Timestamps: 00:00 Why Most Leaders Are Using AI Wrong 05:34 AI Adoption Isn't the Goal 08:24 The CRIT Framework for Better AI Results 14:58 Use AI as a Thought Partner, Not an Assistant 18:46 How Geoff Built an AI CFO 22:33 Finding the Lead Domino With AI 30:53 The Truth About AI Agents 35:12 Using the 80/20 Rule With AI 55:07 Turn Your Strengths Into Superpowers With AI 57:13 Connecting AI to Your Business Data Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #AI #BusinessLeadership #Franchising

September 1, 2026Episode 38531 min

Why Most People in Franchising Are Using AI Wrong (And How to Fix It)

AI is changing franchising fast—but most people are still barely scratching the surface of what it can actually do. In this episode of Franchise Secrets, Erik Van Horn breaks down how he's using AI across his franchise businesses right now—from analyzing opportunities and improving lead follow-up to auditing marketing, documenting processes, and building AI agents that function more like employees. Erik also explains one of the biggest mistakes he sees people making with AI: trusting its answers without knowing how to challenge them. Whether you're researching a franchise, operating locations, or building a brand, AI is only as useful as the context and direction you give it. You'll learn how Erik is using AI to: • Turn conversations and meeting transcripts into SOPs • Build and organize operational playbooks automatically • Audit lead follow-up and identify missed opportunities • Evaluate social media performance against competitors • Research franchise opportunities more intelligently • Build AI agents that handle real business tasks • Document the journey of scaling a franchise brand • Use AI as a tool for learning—not a replacement for thinking AI isn't just another piece of software. Used correctly, it can become part of the team. Subscribe to Franchise Secrets for more real-world strategies on buying, building, operating, and scaling franchise businesses. Timestamps: 00:00 – Social Media Audit Cold Open 00:40 – How I'm Actually Using AI Right Now 02:29 – AI and the Future of Franchise Development 03:52 – Why Most People Are Using AI Wrong 04:14 – The Problem With AI Franchise Research 08:27 – Using AI Agents as Employees 09:47 – Turning Conversations Into SOPs 13:36 – Documenting a Franchise From 0 to 100 Locations 14:38 – How to Start Documenting Your Business With AI 17:16 – Using AI to Find Leaks in Lead Follow-Up 21:04 – Auditing Your Social Media With AI 24:50 – Why You Should Push Back on AI 26:40 – How I Used AI This Week 27:33 – The Leadership Lesson I Taught My Daughters 31:28 – Final Thoughts Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #Franchising #AIForBusiness #FranchiseBusiness

August 25, 2026Episode 38447 min

Tasks vs. People: A Conversation With a Chick-fil-A Operator

Most business owners are asking how AI can save them time. Chick-fil-A Operator Jon Harmeling is asking a different question: What are you going to do with the time AI gives back to you? In this episode of Franchise Secrets, Erik Van Horn sits down with Jon Harmeling to discuss how he's using AI to automate repetitive administrative work while focusing on something much bigger than efficiency: leadership. Jon explains how he uses AI to better understand and invest in his 88 team members, identify employees who may be overlooked, keep track of individual goals, and free himself from repetitive tasks so he can spend more time developing people. They also dive into Chick-fil-A's unique Operator model, servant leadership, building a business that doesn't depend on the owner, experimenting with AI for employee scheduling, Claude Co-Work, and why business leaders need to start taking AI seriously. Jon's central message is simple: Managers focus on tasks. Leaders focus on people. AI can help get the tasks done—but what you do with the time it gives back may be far more important. TIMESTAMPS 00:00 Building a business that doesn't need you 04:01 The Chick-fil-A visit that changed Jon's life 09:02 How the Chick-fil-A Operator model actually works 13:20 Servant leadership and building the right culture 18:23 Working on the business vs. working in it 22:30 Can a Chick-fil-A Operator take a vacation? 26:56 How Jon is using AI in his business 28:46 Managers focus on tasks. Leaders focus on people. 32:21 Using AI for efficiency vs. significance 42:45 Preparing the next generation for AI Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #ArtificialIntelligence #Leadership #Franchising