Why Franchisees Are Using Co-Op Marketing Funds Differently in 2026

Franchise Conversations with Fexingo: Buying, Running, and Scaling Franchise Businesses · Jun 3, 2026 · 8m · transcript

Franchise marketing funds are a multi-billion-dollar pool, but in 2026 franchisees are demanding more control over how that money is spent. Lucas and Luna dig into the shift from brand-mandated TV ads to local digital experiments, the rise of franchisee-led marketing committees, and a specific case: how a 150-unit quick-service brand in the Southeast reallocated 40 percent of its national fund to hyperlocal social media and saw same-store sales jump 6 percent. They also unpack the tension between brand consistency and franchisee autonomy, and why some systems are moving to a 'menu&#x27…