Fransmart Fuels Franchise Expansions with Leadium: 30+ Investor Leads Monthly!

Client's Challenges

Fransmart faced a significant sales pipeline challenge in driving franchise expansion across their portfolio of fast-casual brands. As their focus shifted to regional growth for specific brands, they encountered obstacles in building a reliable pipeline of franchise investor leads. Their internal sales team was proficient at handling inbound inquiries but lacked the experience and tools necessary for effective outbound lead generation. Furthermore, relying on outdated CRM data and inaccurate purchased lists resulted in poor lead quality, stalling their outreach efforts. Given that franchise investment decisions involve substantial financial commitment and long-term market evaluation, identifying qualified investors—especially those with existing fast-casual restaurants looking to diversify—became crucial.

Additionally, Fransmart needed a strategic way to penetrate specific geographical regions where territory availability remained for their emerging franchise brands. This required a finely-tuned approach that not only found suitable investors but also aligned them with market opportunities within those regions. The challenge was further compounded by the need to target high-net-worth individuals with available capital, investment interest, and existing portfolios aligned with Fransmart’s franchise offerings.


Key challenges:
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• Lack of outbound lead generation expertise: Internal team lacked experience in proactively sourcing qualified investors.
• Data quality issues: Purchased lists were outdated, leading to low-quality outreach efforts.
• Regional market targeting: Needed to engage prospective franchisees in specific growth markets for their brands.
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Leadium's Solution

Leadium addressed these challenges by deploying a customized SDR pipeline generation service tailored to Fransmart’s unique requirements. First, Leadium collaborated with Fransmart’s sales team to develop a detailed Ideal Customer Profile (ICP), focusing on identifying franchise investors who met the capital and experience criteria. Using proprietary lead intelligence tools and data-driven methodologies, Leadium sourced high-quality leads, including current fast-casual restaurant owners who were seeking new franchise opportunities. This process ensured that only well-qualified investors, with verified interest in franchise expansion, were added to the pipeline.

Next, Leadium implemented personalized outbound sales sequences that included detailed messaging aligned with Fransmart’s growth goals for each region. By utilizing tailored outreach strategies and ongoing campaign optimizations, Leadium successfully increased engagement rates, converting targeted leads into viable franchise opportunities. Constant collaboration and iterative feedback allowed Leadium to continuously refine their approach, ensuring a predictable and scalable pipeline of investor leads for Fransmart. This solution not only improved the overall efficiency of Fransmart’s sales team but also allowed them to focus on closing high-value deals, rather than prospecting.

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Here’s how Leadium made a difference:
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• Ideal Customer Profile (ICP) development: Leadium’s LeadGen specialists built a precise ICP to identify and target owners of fast-casual restaurant chains interested in franchise investment.
• Customized lead generation: Leadium sourced leads based on investment potential, capital availability, and regional market fit for brands like Slapfish, The Halal Guys and The Hummus & Pita Co.
• Tailored outbound sequences: The SDR team designed personalized outreach sequences and leveraged sales tools to drive higher engagement and response rates.
• Collaboration and optimization: Through weekly reviews and Slack communication, Leadium continuously optimized campaigns for better results, ensuring a scalable, predictable sales pipeline for Fransmart.
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Results
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• 30+ qualified franchise opportunities were generated monthly.
• 77% open rate and 24% response rate in email outreach, demonstrating the effectiveness of targeted messaging and prospect identification.
• 3x improvement in conversion rates from lead to opportunity, compared to Fransmart’s previous in-house efforts.
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Outcomes
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• Refined lead sourcing: Leadium's high-quality leads allowed Fransmart’s Account Executives to focus on closing deals rather than prospecting.
• Increased market penetration: The targeted regional campaigns helped Fransmart strategically expand their franchise offerings into key markets.‍
• Predictable sales funnel: The SDR program created a consistent pipeline of investor leads, reducing reliance on inbound leads and outdated data.
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