The Role of Franchise Consultants: Do You Need One?

Franchising offers a unique and exciting pathway to entrepreneurship. With hundreds of industries and thousands of brands to choose from, becoming a franchisee means entering the business world with a proven model, built-in support, and brand recognition. But with so many options, one very important question arises:

How do you choose the right franchise—and avoid the wrong one?

This is where the role of franchise consultants comes into play.

At The Great American Franchise Expo, we meet thousands of prospective franchisees each year—many of whom are overwhelmed by the volume of information and decisions they face. Franchise consultants (sometimes called franchise coaches or brokers) are professionals who help navigate this process by matching individuals with suitable franchise opportunities and providing strategic guidance along the way.

But do you really need a franchise consultant? What do they actually do? And how do you know if one is right for you?

In this post, we’ll explore the ins and outs of franchise consulting—from the value they provide to the potential drawbacks—and help you decide whether working with one makes sense for your franchising journey.

What Is a Franchise Consultant?

A franchise consultant is a professional who assists individuals in evaluating, selecting, and investing in a franchise. Their primary role is to serve as a bridge between aspiring franchisees and franchisors.

Unlike traditional business consultants who may work in a wide range of industries, franchise consultants specialize specifically in franchising. They typically work with multiple franchise brands and maintain a deep understanding of each one’s:

• Business model
• Startup costs
• Industry trends
• Target demographics
• Support systems
• Franchisee success rates

Their goal is to help clients find franchises that align with their budget, lifestyle, skill set, and long-term goals.

How Do Franchise Consultants Work?

Franchise consultants generally follow a multi-step process designed to identify and match clients with the right franchise opportunity. While every consultant has their own approach, here’s a general breakdown of how the process works:

1. Initial Discovery Call

The process usually begins with a free consultation or discovery call. During this session, the consultant asks about:

• Your professional background
• Business goals
• Investment range
• Lifestyle preferences
• Risk tolerance
• Geographical considerations

This step is crucial in creating a franchise profile tailored to your personal and financial objectives.

2. Franchise Research & Matching

Based on your profile, the consultant presents several franchise options that may be a good fit. These options are often pre-vetted brands the consultant has existing relationships with.

They provide detailed information about each opportunity, including:

• Franchise Disclosure Document (FDD) summaries
• ROI expectations
• Franchisee testimonials
• Required skills or experience
• Competitor analysis

3. Education & Due Diligence

A good consultant educates you on the franchise process, helping you understand:

• The franchisor’s role
• Royalties and fees
• Support systems
• Training requirements
• Key terms in the FDD

They may guide you through validation calls with current franchisees and assist with questions to ask franchisors during discovery day.

4. Application & Negotiation Support

Once you narrow your options, your consultant may assist with the application process and communicate with the franchisor. While they don’t replace legal counsel, some consultants can help you understand the terms of the agreement and advise on negotiation points.

5. Ongoing Support

Some consultants continue to provide support even after you’ve signed your agreement, offering insight into business planning, site selection, or launch preparation.

The Pros of Working with a Franchise Consultant

Hiring a franchise consultant can be a game-changer—especially for first-time franchisees or individuals exploring new industries. Here’s why:

1. Expert Guidance Through a Complex Process

Franchising comes with a steep learning curve. From legal documents to operational models, the amount of information can be daunting. A franchise consultant simplifies the process, acting as your translator, researcher, and strategist.

They bring insider knowledge you won’t find in brochures—like red flags in an FDD or the nuances of a brand’s support systems.

2. Access to Pre-Vetted Franchises

Franchise consultants usually work with a curated portfolio of reputable franchise brands. These are companies that meet certain performance standards, offer strong training programs, and demonstrate a commitment to franchisee success.

This can help you avoid scams or low-quality franchises that may be more concerned with selling units than supporting operators.

3. Time Efficiency

Instead of spending weeks or months scouring the internet, contacting brands, and deciphering documents, a franchise consultant gives you a shortlist of tailored opportunities.

This can shave months off your research phase and accelerate your journey toward business ownership.

4. Personalized Support & Coaching

Good consultants don’t just sell you a franchise—they coach you through a career shift. They can help you:

• Assess your transferable skills
• Identify franchises that fit your lifestyle (e.g., semi-absentee or full-time)
• Gain clarity around your goals and values

Their role often overlaps with career counseling, entrepreneurship coaching, and personal development.

5. It’s Usually Free for the Franchisee

Most franchise consultants are paid by the franchisor, not the franchisee. That means their services are usually free to the person seeking a franchise. This can make working with a consultant a very cost-effective way to access expert advice.

Potential Drawbacks of Using a Franchise Consultant

While there are many benefits, it’s important to be aware of a few caveats.

1. Limited to Their Portfolio

Most consultants only recommend brands they are contracted to represent. That means you might miss out on opportunities outside of their network—even if those opportunities are a better fit.

Always ask your consultant:

“Do you work with all franchise brands, or only a specific portfolio?”

If they only show you a few options, it might be worth supplementing their input with your own research.

2. Varying Quality and Experience

Not all franchise consultants are created equal. Some are seasoned professionals with years of industry experience. Others may be newer to the field or operate with a sales-first mentality.

Look for consultants who:

• Offer free consultations
• Ask thoughtful questions
• Provide educational resources
• Respect your pace and decisions
• Don’t push a single brand too aggressively

3. Consultant Doesn’t Replace Legal or Financial Advisors

While franchise consultants are helpful, they are not attorneys or accountants. You should still hire a franchise attorney to review the FDD and consult with a financial advisor to assess the investment’s viability.

The consultant plays an important role, but they are just one piece of your support team.

Do You Need a Franchise Consultant?

Now that we’ve looked at the pros and cons, the question remains: Do you need one?

Here are a few scenarios where working with a consultant makes sense:

✅ Yes, You Might Benefit From a Franchise Consultant If:

• You’re new to franchising and don’t know where to start
• You want guidance through the FDD and discovery process
• You’re unsure which franchise model fits your lifestyle
• You don’t have the time or desire to research hundreds of brands
• You value accountability and mentorship during decision-making

❌ You Might Not Need One If:

• You already know exactly which franchise you want to buy
• You have franchising experience and a support team in place
• You prefer to research independently and directly contact franchisors
• You want access to every franchise option—not just those in a consultant’s portfolio

What to Look for in a Great Franchise Consultant

If you decide to explore working with a franchise consultant, here are the traits and qualifications to look for:

✔️ Key Traits:

• Transparency: Are they clear about how they’re compensated and which brands they represent?
• Experience: Have they worked with clients like you before? Do they understand your industry of interest?
• Listening skills: Do they tailor their recommendations to your goals—or push a one-size-fits-all solution?
• Resources: Do they provide educational tools, access to validation calls, and structured processes?
• Patience: Do they support your decision-making timeline—or pressure you to commit quickly?

Ask for references or client success stories. A trustworthy consultant will gladly share testimonials and case studies.

Where to Meet Franchise Consultants

The best place to meet qualified, pre-vetted franchise consultants? Franchise expos.

At The Great American Franchise Expo, we feature leading franchise consultants from across the country—many of whom offer free one-on-one consultations during the event. Attendees often say it’s the most valuable connection they make.

You’ll get to:

• Ask specific questions in person
• Compare multiple consultants
• Explore franchise options in real time
• Network with industry experts, franchisors, and other aspiring franchisees

Whether you're just beginning your franchise journey or refining your search, talking to a consultant at the Expo can clarify your direction and boost your confidence.

Final Thoughts: Empower Your Franchise Journey

Franchising is a big decision. It’s an investment of time, money, and passion—and it’s one that deserves thoughtful planning.

A franchise consultant can be a powerful ally in this process, helping you cut through the noise, avoid common mistakes, and find a business that fits your goals. While not everyone needs one, most first-time franchisees benefit from at least having a conversation.

At The Great American Franchise Expo, we’re proud to connect attendees with top-tier consultants, advisors, and franchisors from all industries. Our mission is to empower you with the tools, knowledge, and connections you need to make confident, informed choices about your future.

Ready to Meet a Franchise Consultant Face-to-Face?
Explore the possibilities at your nearest event.

🎟️ Find a Great American Franchise Expo near you and start your franchising journey with expert support.