The franchise industry has always been closely tied to consumer behavior. At The Great American Franchise Expo, we see firsthand how shifts in customer preferences can make or break a concept. No matter how strong a business model appears on paper, its success ultimately depends on how well it aligns with what consumers want.

In 2025, those wants are changing faster than ever—shaped by technological innovation, cultural movements, and economic realities. For both prospective franchisees exploring opportunities and franchisors looking to grow, staying ahead of these shifts isn’t just a smart move—it’s essential. The franchises that adapt quickly are the ones that thrive, while those that resist change risk falling behind.

In this blog, we’ll explore the most important consumer behavior trends impacting franchises in 2025, why they matter, and how both franchisors and franchisees can take action.

1. Convenience Still Reigns Supreme

One of the most enduring truths in consumer behavior is that people value convenience—and today’s customers expect it more than ever. With busy schedules and endless options, they gravitate toward brands that make their lives easier.

How This Impacts Franchises

• Quick-service restaurants (QSRs): Customers expect mobile ordering, drive-thrus, curbside pickup, and delivery options as standard, not perks.
• Service franchises: Home-based services (like cleaning, pet care, or repair) are in high demand because they bring convenience directly to customers’ doors.
• Fitness and wellness franchises: Flexible membership options, online classes, and hybrid models that blend in-person and digital are thriving.

What Franchises Can Do

• Invest in mobile-friendly technology and apps.
• Explore partnerships with delivery services or create in-house solutions.
• Train staff to deliver seamless, efficient customer experiences.

Takeaway: In 2025, if your franchise isn’t easy to access, it isn’t competitive.

2. Personalization and Customer Experience

Gone are the days of one-size-fits-all. Consumers expect brands to recognize their unique preferences, needs, and history. Personalization has become a core driver of loyalty.

Examples Across Industries

• Food franchises: Customers want to customize orders, from plant-based substitutions to allergen-friendly modifications.
• Retail franchises: Loyalty apps that track preferences and recommend products are increasingly popular.
• Wellness franchises: Personalized training, meal plans, or wellness journeys resonate with today’s consumer.

What Franchises Can Do

• Collect and analyze customer data responsibly.
• Offer flexible product and service options.
• Build customer loyalty programs that feel unique rather than generic.

Takeaway: Personalization is no longer a luxury—it’s an expectation that directly impacts sales and repeat business.

3. Sustainability and Eco-Conscious Choices

Today’s consumers are more environmentally aware than ever. A growing segment actively seeks out brands that demonstrate eco-conscious practices, from reducing waste to sourcing responsibly.

Why It Matters

• Gen Z and Millennials—two demographics driving spending—prioritize sustainability in their purchasing decisions.
• Many consumers are even willing to pay more for eco-friendly options.

Opportunities for Franchises

• Food franchises can reduce single-use plastics, source local ingredients, and highlight sustainable practices in marketing.
• Retail franchises can emphasize recycled materials or eco-friendly packaging.
• Service franchises can showcase energy-efficient tools, products, or methods.

Takeaway: Franchises that align with eco-conscious values can win customer trust, attract new demographics, and differentiate themselves from competitors.

4. Digital Integration and Omnichannel Experiences

Digital tools are no longer “add-ons”—they are the backbone of how customers interact with brands. From mobile apps to AI-powered chat support, consumers expect seamless digital integration across every touchpoint.

Consumer Expectations

• A consistent brand experience across online and in-person interactions.
• The ability to research, compare, and purchase online before committing.
• Quick, convenient customer support through digital channels.

What Franchises Can Do

• Adopt an omnichannel strategy, where online and offline experiences complement one another.
• Use technology not just for sales, but also for community-building (social media groups, loyalty apps, newsletters).
• Leverage AI tools to improve personalization and streamline customer service.

Takeaway: Omnichannel isn’t optional anymore—it’s the baseline for staying relevant.

5. Health, Wellness, and Preventive Care

Consumers are more focused on health and wellness than ever before, but their definition of “wellness” has expanded. It’s no longer just about fitness; it includes mental health, nutrition, holistic care, and work-life balance.

Franchise Opportunities

• Fitness franchises: Growth in hybrid fitness models, recovery services (cryotherapy, massage, stretching studios), and boutique gyms.
• Food franchises: Increasing demand for plant-based, organic, and functional foods (think protein-packed snacks, gut health products, and brain-boosting beverages).
• Wellness services: Mental health franchises, wellness coaching, and mindfulness services are gaining traction.

Takeaway: Franchises that adapt to holistic health trends can capture a broad and growing market.

6. Value-Conscious Spending

Even though customers want quality and convenience, they’re also price-conscious—especially in an uncertain economy. Many consumers are willing to try new brands if they perceive better value.

What This Means for Franchises

• Food and beverage franchises: Value menus and bundled offers remain essential.
• Service franchises: Transparent pricing builds trust and helps close sales.
• Retail franchises: Consumers seek affordable options without sacrificing quality.

Strategies for Success

• Offer tiered services or memberships to appeal to different budgets.
• Highlight the long-term value of your offerings, not just the price.
• Use promotions strategically to drive repeat traffic.

Takeaway: Delivering value is as much about perception as price—franchises that communicate their worth effectively will thrive.

7. Social Responsibility and Community Connection

Beyond sustainability, customers want brands that give back. Whether it’s supporting local causes, partnering with nonprofits, or promoting inclusivity, social responsibility resonates deeply with today’s consumer.

Examples

• A franchise restaurant donating a portion of sales to local food banks.
• Fitness franchises hosting charity classes for community causes.
• Retail franchises partnering with schools or local charities.

Takeaway: Community engagement builds customer loyalty and creates a sense of belonging.

8. Experiences Over Transactions

Increasingly, consumers view purchases as part of an experience rather than just a transaction. This is especially true among younger generations.

Opportunities for Franchises

• Food franchises can create themed events or Instagram-worthy dining spaces.
• Fitness franchises can offer challenges, group events, and community activities.
• Retail franchises can provide interactive product demos or immersive shopping experiences.

Takeaway: The more memorable the experience, the more likely customers are to come back—and bring friends with them.

9. Trust and Transparency

Consumers are wary of hidden fees, unclear policies, and vague promises. They demand transparency from the brands they support.

What This Means for Franchises

• Be clear about pricing and policies.
• Share supply chain and sourcing information where possible.
• Highlight authentic customer reviews and testimonials.

Takeaway: Trust is one of the most valuable currencies in 2025. Without it, franchises risk losing loyal customers.

10. The Rise of AI and Smart Technology in Customer Experiences

AI is no longer futuristic—it’s here, and customers are increasingly interacting with it daily. From chatbots to smart recommendations, consumers expect technology to make their lives easier.

How Franchises Are Using AI

• Chatbots for instant customer service.
• Personalized product and service recommendations.
• Predictive tools that help franchises anticipate demand and reduce wait times.

 

Takeaway: AI isn’t just about efficiency—it’s about enhancing customer satisfaction and loyalty.

Conclusion

In 2025, the franchise industry is being reshaped by consumer behavior more than ever before. Customers demand convenience, personalization, sustainability, and transparency, all delivered through seamless digital and in-person experiences. They also expect franchises to reflect their values, whether through eco-conscious practices, community engagement, or wellness-oriented services.

For franchisors, this means building adaptable systems that can evolve with consumer expectations. For franchisees, it means choosing brands that are responsive to these trends and can support innovation at the local level.

The good news? These changes represent opportunities as much as challenges. By staying in tune with consumer behavior, franchises can position themselves not just to survive—but to thrive—in the years ahead. And events like The Great American Franchise Expo provide the perfect place to explore these shifts in real time, connect with forward-thinking franchisors, and discover opportunities that align with the values of today’s consumers.