The End of Generic Franchising: Joe Malmuth on AI, Differentiation and Survival

The End of Generic Franchising: Joe Malmuth on AI, Differentiation and Survival

What if the greatest threat to your franchise concept isn't competition...but irrelevance? In Part 2 of Stan Friedman's conversation with Batteries Plus Chief Development Officer Joe Malmuth, the discussion shifts from franchise development to franchise survival. Joe argues that many franchise systems are facing a future they aren't prepared for. As AI changes how consumers discover brands, traditional search declines, and franchise categories become increasingly crowded, differentiation is no longer just optional. It's survival. Joe introduces the concept of "Google Zero," where AI-driven discovery tools begin replacing traditional search engines and reshaping how customers find products, services, and franchise opportunities. He also explains why brands stuck at 25 to 50 locations often struggle to deliver on franchising's core promise of scale: * purchasing power * infrastructure * brand awareness Along the way, Joe shares: * why being second or third in a category is increasingly dangerous * What Seven Brew can teach the rest of franchising * How Batteries Plus launched curbside pickup in just 24 hours during COVID * Why small innovations often create outsized customer trust * Three practical steps every franchisor should take regarding AI today Part 1 of this conversation challenged conventional franchise development thinking, Part 2 challenges how franchisors prepare for the future itself. This is a discussion that every franchise executive should hear.

Franchise Rebellion: Batteries Plus CDO Joe Malmuth on AI, Innovation, and the Future of Franchise Growth

What happens when franchising keeps using playbooks written for a completely different generation? In this episode of Franchise Today, Stan Friedman welcomes Joe Malmuth, Chief Development Officer at Batteries Plus, for a fascinating conversation about AI, franchise development, generational change, and why the future of franchising belongs to brands willing to rethink it all. Joe’s path into franchising was anything but traditional. Before entering franchising, he worked as a firefighter, musician, and airplane parts salesperson Then, after discovering his entrepreneurial streak, he ultimately found his way into franchising and has never looked back. Since then, he has helped scale major franchise brands, including Stanton Optical, where he helped grow the system from 12 franchisees to more than 100 locations. Today at Batteries Plus, Joe is focused on modernizing franchise development while challenging outdated assumptions through his philosophy of “Franchise Rebellion.” In this episode, Joe and Stan discuss: * Why traditional franchise playbooks may no longer work * How AI is transforming franchise development and candidate outreach * Why younger franchise investors think differently * The growing importance of differentiation in crowded markets * And why the speed of AI adoption is being dramatically underestimated Joe also explains why the future of franchising will belong to brands that combine strong fundamentals with adaptability, innovation, and clear positioning. This is part one of a two-part conversation exploring where franchising is headed next.

How Outreach Genius Uses AI to Unlock Hidden Franchise Revenue

What if your franchise system is already sitting on millions of dollars in hidden revenue… and you just haven’t unlocked it yet? In this episode of Franchise Today, Stan Friedman welcomes back David Owasi, CEO of Outreach Genius, for one of the most practical and eye-opening conversations yet about AI, franchise growth, and dormant lead recovery. Forget the hype. This conversation is about what AI can do right now for franchisors, franchisees, and home service operators willing to think differently. David reveals how brands are: * Reviving thousands of dormant CRM leads * Generating new business from permits data and realtor relationships * Using AI-powered outreach to increase engagement and conversions * Accelerating software development from idea to launch in days instead of months * And creating scalable systems that save time while uncovering hidden revenue opportunities One standout insight: Most businesses are obsessed with generating new leads while completely ignoring the goldmine already sitting inside their databases. David explains why AI isn’t replacing human strategy—it’s amplifying it. But there’s a catch: Bad thinking still produces bad outcomes. The businesses winning with AI are the ones combining automation with discipline, infrastructure, compliance, and clear strategic direction. Stan and David also discuss: * AI-assisted coding and rapid prototyping * Multi-channel outreach strategies * Exit interviews and competitive intelligence * Why “those who know more, grow more” * And where franchising is headed as AI becomes mainstream If you’re a franchisor, supplier, entrepreneur, or franchise executive trying to separate real AI opportunities from empty noise, this episode delivers actionable insights you can use immediately. This isn’t theory... It’s the future of franchise growth, and the future is NOW!

Scaling Smart: Nick Vojnovic on Growth, Simplicity, and Little Greek Fresh Grill

What does it really take to build a franchise brand that scales? In this episode of Franchise Today, Stan Friedman sits down with Nick Vojnovic, CEO of Little Greek Fresh Grill, to explore the fundamentals of sustainable franchise growth. Nick brings a rare perspective to franchising—having worked as an operator, executive, and investor across multiple brands. That experience has shaped his belief that successful franchise systems are built on simplicity, strong unit economics, and disciplined execution. At Little Greek Fresh Grill, Nick is focused on creating a brand that franchisees can actually operate effectively—prioritizing consistency over complexity and long-term growth over rapid expansion. In this conversation, Nick shares: * What separates scalable franchise brands from those that stall * Why simplicity is a competitive advantage in franchising * The importance of unit-level profitability * How operator experience influences leadership decisions * What he looks for in successful franchisees Whether you’re a franchisor, franchisee, or just beginning to explore franchising, this episode offers practical insights into building a system designed to last.

From McKinsey to Franchising: Jeff Helfgott on Building Profitable, People-First Franchise Systems

In this episode of Franchise Today, Stan Friedman sits down with Jeff Helfgott, CEO of Boardroom Salon for Men, to explore a leadership philosophy grounded in integrity, partnership, and disciplined growth. Jeff’s journey into franchising wasn’t planned. From ROTC to an MBA and a career at McKinsey, he found his way into the industry through Planet Fitness—first as a franchisee, then on the franchisor side. That rare dual perspective shaped his belief that franchising only works when both sides succeed. Today, at Boardroom Salon for Men, Jeff is putting that philosophy into practice. The brand is experiencing double-digit revenue growth and a 47% increase in new client traffic—while maintaining something almost unheard of in franchising: no locations operating at a loss. In this conversation, Jeff shares: * Why so many franchise systems fail at the unit level * The importance of franchisor-franchisee alignment * A defining moment where integrity built a lasting competitor relationship * Why he reversed a rebrand to return to the company’s core identity * How “How can we help you?” became his operating philosophy This episode is shines a light on building a franchise system that prioritizes people, profitability, and long-term success over rapid expansion. If you’re a franchisor, franchisee, or considering entering the space, this is a conversation you won’t want to miss.