The uncontrolled variable is how the brand answers the phone — not the creative, not the offer, not the weather.
You can spend six figures on a campaign and still not know if it worked, because half the locations never picked up. Until that variable is locked, you cannot tell a bad franchisee from a bad process — and you cannot recruit against a spread that looks like chaos.
Spoke: Dirty franchise data.
This page is a chip on George Paladichuk’s topic wheel. The money tree of those URLs is here. Center of the wheel: NaiL A.I. — every call answered the same way.