Franchise Secrets Podcast

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

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#Crumbl #Franchising #FranchiseSecrets

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

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#Sales #SalesTraining #FranchiseSecrets

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

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#AIForBusiness #ContentCreation #FranchiseSecrets

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

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#FranchiseDueDiligence #BuyingAFranchise #FranchiseDisclosureDocument

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

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#SavannahBananas #JesseCole #BusinessStrategy

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

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#Franchising #FranchiseBusiness #ArtificialIntelligence

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

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#AI #BusinessLeadership #Franchising

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

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#Franchising #AIForBusiness #FranchiseBusiness

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

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#ArtificialIntelligence #Leadership #Franchising

Scaling a franchise can look successful on paper while quietly draining your available cash.

In this episode of Franchise Secrets, Erik Van Horn sits down with Sherri Seiber, President of FranFund, to break down what franchise owners need to know about funding growth without running out of capital.

They discuss SBA lending, post-closing liquidity, burn rate, FDD Items 7, 19 and 20, and why both struggling and fast-growing franchise businesses can run into cash problems. Sherri explains how franchise buyers should think beyond simply funding Unit 1 and develop a strategy for Units 2, 3, and beyond. Erik also shares lessons from building 12 SOLA locations and what happened when their original SBA funding strategy suddenly changed.

Timestamps:

00:00 – Why SBA financing matters to franchise growth

02:16 – Rising loan defaults among emerging franchise brands

04:13 – Why post-closing liquidity is critical

07:12 – The financial reality first-time franchise buyers need to understand

08:23 – Using FDD Items 7, 19 & 20 to evaluate a franchise

09:58 – Understanding your burn rate and true capital needs

13:57 – The financial challenge of becoming a multi-unit "empire builder"

15:58 – How to build a funding strategy for multiple franchise locations

18:25 – Erik's real-world experience scaling to 12 SOLA locations

21:06 – What happens when your original financing plan falls apart

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 #FranchiseGrowth #Business