Brewing With Purpose: The Veteran Journey of Brian & Lucy Fernandez and the Rise of Yellow Spruce Coffee Roasters
Chris Davenport • November 1, 2025
In the bustling landscape of Arizona’s coffee scene, Yellow Spruce Roasters stands out not only for its exceptional blends but for the deeper sense of mission and community woven into every cup. The brand was brought to life by veterans Brian and Lucy Fernandez, both of whom have spent their lives in pursuit of service, resilience, and connection. This is the story of how a simple love for coffee, nurtured through decades of adventure and public service, blossomed into a business that is quietly shaping both local culture and the broader franchise landscape.
Brian Fernandez entered adulthood with a clear resolve to serve, joining the United States Air Force and experiencing a career that would take him all over the world. He was assigned to Grand Forks Air Force Base in North Dakota, and throughout his 23 years of active and reserve duty, he participated in humanitarian and military operations. It was in Kenya, while supporting an Air Force humanitarian mission, that Brian’s love for coffee turned profound. The taste of a local brew left an indelible mark on him—a memory so vivid it would later inspire him to recreate and share that experience with others, even as the terminology of coffee tasting was still new to him. Brian continued his journey, collecting coffee experiences everywhere he traveled, always fascinated by the global coffee community and its unique power to connect people and cultures.
After concluding his military service as a Master Sergeant and Military War Planner, Brian shifted his focus to law enforcement, rising to the rank of Police Sergeant with the Phoenix Police Department. His career in policing was marked by both operational intensity and community leadership. He managed patrol teams, oversaw the Police Reserve Bureau and Volunteer Program, and took pride in guiding young Explorers into a career in public service. Supervising background investigations and managing employment testing allowed Brian to shape the fabric of his community in another way, reinforcing the importance of trust, structure, and fellowship. Throughout these years, Brian continued his education, ultimately graduating cum laude from Ottawa University and earning a Master’s Degree in Homeland Security from Pennsylvania State University.
Lucy Fernandez brings her own remarkable legacy of service and leadership to the foundation of Yellow Spruce Roasters. Like Brian, Lucy began her journey in the United States Air Force, where her dedication to protecting others and love of travel first took root. She went on to build a 25-year career with the Phoenix Police Department, rising to the rank of sergeant. Throughout her tenure, Lucy became known for leading with both strength and compassion. She navigated high-pressure situations with steadiness, mentored officers under her command, and fostered trust within the community she served.
Her philosophy—that service is about connection, dignity, and integrity—has carried into her role at Yellow Spruce Roasters. Today, Lucy serves as the Wholesale and Relationship Manager, where she leverages her ability to build meaningful partnerships and create community through coffee.
To her, coffee is more than a product; it’s a vehicle for conversation, belonging, and impact. Her leadership behind the scenes has been instrumental to the brand’s growth, shaping the culture, customer relationships, and outreach efforts that set Yellow Spruce apart.
Even beyond business, Lucy remains committed to giving back and uplifting others. Whether in uniform or in hospitality, her life reflects the same unwavering values: purpose, service, and connection. Her story isn’t just parallel to Brian’s—it is essential to the heart and mission of Yellow Spruce Roasters.
Yellow Spruce Roasters Begins
In 2020, amid the unprecedented challenges of a global pandemic, Brian and Lucy made the leap into entrepreneurship, founding Yellow Spruce Roasters. The name itself is deeply personal, blending references to Colorado’s spruce forests—Brian’s birthplace—and Arizona’s vibrant sunshine, a nod to more than 300 days of sunny weather each year. The logo, depicting a lone spruce twig surrounded by hues of yellow and green, is a visual reflection of their roots and aspirations, a reminder of the journey that shaped their lives and values.
Originally planned as a wholesale coffee business, Yellow Spruce evolved in response to the realities of a shuttered economy and restricted operations. Rather than turn away from their dream, Brian and Lucy decided to open their own coffee shop, scouting sites across Phoenix until they discovered a location at the heart of Old Town Scottsdale. Opening in September 2020 during a time of severe restrictions and economic uncertainty, Yellow Spruce Roasters was a leap of faith—a testament to the founders’ discipline and refusal to be derailed by adversity.
Despite the daunting challenges posed by the pandemic, the business not only survived but thrived. Building on their founding vision, Brian and Lucy soon expanded operations, opening Yellow Spruce Wine Bar next to their coffee shop in October 2023. The wine bar offers an array of specialty drinks, wines, local beers, and small bites, welcoming new customers into the unique hospitality ecosystem they’ve created. Their continued growth brought a second Yellow Spruce coffee shop to the Scottsdale Civic Center Library in September 2024, further solidifying their role as gathering points for the community. But the growth didn't just stop there. In February of 2025, Brian & Lucy understood that in order to continue to serve world-class coffee to their stores and customers, they needed a larger roasting facility, and that is when Yellow Spruce Roastery joined the business to produce a greater volume of their well-known coffee lines.
Yellow Spruce Roasters quickly became much more than a place for great coffee. For the founders, every cup serves a higher purpose. The company’s signature Desert Garda blend is especially significant: for each bag sold, Brian and Lucy donate to the Arizona Law Enforcement Emerald Society, providing support to fallen police officers and their families—a gesture rooted in their own experiences and values. This positive impact resonates with customers, many of whom are drawn to Yellow Spruce Roasters not only for the coffee but for the genuine sense of community and social responsibility that permeates the brand.
Through the expansion, Yellow Spruce Roasters maintained an unwavering commitment to quality. Their team approaches roasting as both art and science, drawing from Brian’s exposure to global coffee varieties, techniques, and cultures. Specialty coffee is the centerpiece, but the menu extends to premium teas, gelato, wines, and craft beers, often featured in a relaxed, neighborly setting. The two Scottsdale locations—the flagship downtown and the library café—embody the founders’ ambition to create spaces that reflect both hospitality and authenticity. The wine bar stands as another example of how the brand is constantly adapting to offer more, blending casual dining with social experience in a way that encourages community connection.
The story of Yellow Spruce Roasters is deeply rooted in the ethos of military and law enforcement life. Brian and Lucy’s decades of service enable them to build a business on the cornerstones of discipline, resilience, and trust. Their leadership extends to the business model: systems and training programs channel the rigor and teamwork found in the field, fostering a culture that is replicable and scalable as franchise opportunities emerge. Their network within veteran, American Legion, and law enforcement circles has become invaluable for recruitment, advocacy, and brand-building. These connections, cultivated through years of service, now fuel a thriving entrepreneurial community and provide mentorship for fellow franchisees.
Franchising Yellow Spruce has become a natural extension of the founders’ philosophy. From storytelling to operational execution, Brian and Lucy understand that sustaining a values-driven café model requires more than great coffee—it demands leadership, adaptability, and the ability to preserve culture and quality across new locations and teams. The intentional branding and structured management derived from their service backgrounds allow the business to grow while retaining its core sense of purpose.
As the café and wine bar continue to garner accolades, including local recognition such as “Phoenix’s Best Coffee House,” the founders remain focused on the intersection of profitability and impact. Prospective franchisees are drawn into a network that values not only operational excellence but also authentic mission alignment. The founders’ belief in training and mentorship helps new franchise owners not only sell coffee but also become integral parts of their local communities.
The example set by Brian and Lucy Fernandez offers inspiration for other veterans considering entrepreneurship—and especially for those considering franchising. It demonstrates how discipline, mission, and lived experience can be integrated into a business model that delivers both financial rewards and a social legacy. Success is not measured merely by the number of cups sold, but by the lives touched and communities strengthened.
Yellow Spruce Roasters is more than a coffee company; it is a living testament to service, resilience, and purpose. The story of Brian and Lucy Fernandez illustrates how, by pouring mission and meaning into every aspect of their business, they are truly brewing a legacy. Their journey is proof that entrepreneurial ambition and public service need not be mutually exclusive, and that coffee, at its best, can be both a daily ritual and a pathway to a better-connected community.
To learn more about Yellow Spruce Roasters, its founders, and franchise opportunities, visit https://www.yellowspruceroasters.net/.
About the Author
Chris Davenport, MBA, CFE, is a seasoned franchise consultant and business strategist with extensive franchise experience and in guiding entrepreneurs and brands through franchise development and growth. With a reputation for integrity and results, Chris is committed to helping clients make informed decisions and build successful franchise ventures. Contact Chris at cdavenport@thefranchiseconsultingcompany.com.
I’m a high school senior, which means I spend a lot of time thinking about the future—college, work, and what kind of life I want to build. But whenever I try to map out my goals, my thoughts keep returning to the same group of people: America’s veterans. I don’t wear a uniform, and I wasn’t raised on a base, but I’ve grown up hearing stories about service and sacrifice. The more I learn, the more I realize how much we owe to the people who chose to serve—and how much they still have to give after they come home. I first felt that debt in my U.S. history classes. It wasn’t just the big names. It was the young paratroopers who jumped into the dark on D-Day, the Marines who fought from island to island in the Pacific, the air crews who flew missions knowing they might not return. It was the soldiers in Korea at the Chosin Reservoir holding a frozen line, and the medics in Vietnam pulling wounded teammates to safety under fire. In more recent years, it’s been the men and women who deployed again and again in Iraq and Afghanistan, missing birthdays and holidays while carrying heavy loads most of us can’t imagine. In class, these events show up as timelines and maps. But every year, our teachers invite veterans to speak. That’s when it really hits. A calm voice describing a chaotic moment. A short pause before a hard memory. A laugh about something small that kept a unit going on a tough day. Those moments feel more real than any textbook. You hear what leadership sounds like without the buzzwords: take care of your people, be honest when you make a mistake, and finish the job even when it’s not fun or glamorous. What impresses me most is how veterans think about teams. In school we do group projects and most of us try to carry our own weight. In the military, it’s not optional. You don’t just do your part; you make sure the person next to you can do theirs. That mindset—owning the mission and helping others win—doesn’t expire when someone leaves the service. It translates perfectly to business, especially franchising. I’ve been learning more about franchising because I’m interested in entrepreneurship. What stands out is how similar it feels to the way the military runs: clear standards, repeatable systems, training that builds skill over time, and a chain of support when things go wrong. In a good franchise, the operating manual isn’t a suggestion; it’s a proven process. You still need grit and initiative, but you don’t have to invent everything from scratch. For veterans who have already mastered checklists, SOPs, and accountability, this is familiar ground. Another reason franchising makes sense for veterans is trust. When you wear a uniform, your decisions have real consequences. That weight teaches judgment. In franchising, judgment shows up in hiring, scheduling, customer service, and watching the numbers. A veteran owner will look at a bad week and say, “What can we fix now?” instead of pointing fingers. That steady attitude helps teams stay focused and customers come back. I’ve also seen how the franchise community tries to meet veterans halfway. Many brands offer discounted initial fees or extra training. Some programs help match veterans to industries that fit their skills—home services, logistics, fitness, automotive, pet care, and more. Financing can still be a hurdle, but banks often like the structure of good franchises and the track records that come with them. When those things line up, the path from the last day in uniform to opening day gets shorter and less stressful. A few veteran owners I’ve met say the hardest part of transition wasn’t finding work; it was finding purpose outside the military. Franchising can answer that. You serve customers, create jobs, and become part of the local fabric. You sponsor a youth team, support the VFW post, or run a coat drive in winter. That sense of responsibility to a community feels a lot like service, just in a different form. I’m not pretending it’s easy. Every small business has early mornings, late nights, and unexpected problems. Equipment fails on the weekend. A key employee quits. Marketing flops. Rent goes up. But veterans are used to planning, rehearsing, and adjusting when reality changes. They don’t panic. They recalibrate, take care of their people, and move forward. If you’re a veteran thinking about ownership, here’s what I’ve learned from listening to people who’ve done it: Know your why. Pick a business you can show up for on tough days. Pride matters when you’re leading a team and meeting customers face to face. Do real diligence. Read the FDD. Call multiple franchisees—new, average, and top performers—and ask what they would change if they could start over. Face the numbers. Build a simple model for your local market: startup costs, months of working capital, break-even, staffing, and territory demand. Reality beats optimism. Use the support. Good brands offer training, peer groups, field coaching, and marketing playbooks. Use them early and often. Share what you learn with others. Bring your team mindset. Build a culture where people are reliable, safe, and proud of the product. Praise in public, coach in private, and keep standards clear. For readers who want to support veterans beyond a “thank you,” consider hiring them, mentoring them, or steering them toward franchise paths that fit. If you work at a franchisor, build a veteran track with real milestones, not just a discount. If you’re in finance, create products that reward proven operators who follow systems and hit their numbers. The return won’t just be financial—you’ll strengthen your brand and your community. I can’t speak for my whole generation, but I know many of us are watching and learning. We see veterans who raised their hand when it counted and who still show up for their neighbors after the uniform comes off. We see owners who open the shop before sunrise, coach a staff of first-job teenagers, and still make time to help a fellow vet navigate the next step. That’s leadership. That’s the standard. To every veteran reading this: thank you for your service—and for the example you set. To the franchise community: keep building the bridges that turn military skill into local strength. And to my fellow students: let’s aim to carry ourselves with the same calm purpose we admire in the people who’ve already done the hard things. The future we’re all trying to build will be stronger if we follow their lead.
When people think of fast-food franchises, they often imagine neon signs, fryers sizzling, and drive-thru headsets crackling with “Welcome to McDonald’s, may I take your order?” Few realize that one of the greatest influences on modern fast-food operations came not from boardrooms — but from the battlefield. The modern franchise system, especially in quick-service restaurants, owes a surprising debt to the military. The military mess hall and chow line model pioneered many of the operational principles that would later define the world’s largest restaurant chains. From Mess Halls to Mass Production During World War II, millions of American service members needed to be fed quickly, efficiently, and consistently. Military kitchens evolved into high-volume, high-precision systems. They standardized recipes, portion sizes, and workflows to ensure that every soldier received the same meal, no matter the base. This created something remarkable: a scalable, repeatable food service model. Each mess hall functioned almost like a franchise location — identical in menu, schedule, layout, and service. A cook stationed in Italy could step into a kitchen in Okinawa and know exactly where the flour was, what the menu was, and how the line would run. That level of standardization was radical for the time. Civilian restaurants were mostly mom-and-pop operations with unique menus and inconsistent service. The military, however, proved that a well-drilled team using standardized procedures could feed thousands like clockwork. Efficiency by Design: The Birth of the Line The chow line itself was a masterclass in operational flow: • Single direction, no bottlenecks • Uniform portioning for predictable inventory • Minimal choice to maximize speed • Station-based prep so each team member had one clear task This assembly-line approach mirrored what would later become the backbone of fast-food operations. Long before fast-food founders drew up flowcharts, the military was already perfecting them — under pressure. It’s no accident that many of the early franchise pioneers — including veterans returning from World War II and the Korean War — carried this operational mindset with them. From the Front Lines to the Golden Arches The connection between the military and modern fast food isn’t just metaphorical — it’s direct. Many early franchise founders and operators were veterans. After returning home, they gravitated toward businesses that mirrored the systems they already understood. In 1948, McDonald’s revolutionized its kitchen with the “Speedee Service System,” mapping out burger prep like a drill formation. Their model — single menu, fast service, clean roles — looked a lot like a chow line. Franchise chains like Burger King, KFC, and Wienerschnitzel would refine these concepts, turning them into global empires. The emphasis was always the same: efficiency, predictability, and throughput. The Veteran Operator Effect Veterans were uniquely well-suited to run these operations. The military had already trained them in: • Following procedures to the letter • Managing teams under pressure • Logistics and supply chains at scale • Quality control in dynamic environments In short, they were natural franchise operators before the industry even existed. Many early franchise success stories — from burger joints to auto shops — were driven by former servicemembers who simply transferred their command skills to the kitchen. This is also one reason why veterans continue to be disproportionately successful in franchising today. The DNA of the business model itself echoes their training. Operational Doctrine: Fast Food as a Civilian Campaign Think about the structure of a large franchise brand today: • Standard Operating Procedures (SOPs) dictate how everything is done — from how long fries cook to how napkins are folded. • Training manuals resemble field guides. • Mystery shoppers and inspections parallel military inspections and readiness checks. • Supply chain centralization ensures that every location gets identical products, just like quartermasters supply troops. Even the language overlaps. “Line cooks.” “Unit managers.” “Deployment of a new store.” The militaristic roots are hidden in plain sight. Supply Chains: The Quartermaster Goes Commercial Another overlooked link is the military’s quartermaster system. The logistical network that kept troops supplied inspired civilian businesses to think bigger. Before the war, most restaurants sourced ingredients locally. After the war, franchise systems adopted centralized supply chains — much like the military — to ensure consistency. A burger in Boise would taste like a burger in Boston because the ingredients, training, and preparation methods came from the same playbook. Many of the logistics experts who built these systems for major food brands were also veterans or had worked in military supply during the war. From Chow Lines to Global Brands What began as a way to feed millions of soldiers under impossible conditions evolved into a global commercial infrastructure. Today’s fast-food giants can open locations around the world with military-grade precision because they are, at their core, built on military logic: structure, discipline, replication. It’s also why so many franchise systems have a cultural emphasis on uniforms, order, and chain of command. They aren’t just selling burgers or coffee — they’re running a civilianized logistical operation. Full Circle: Veterans Still at the Helm Decades after the first mess halls set the template, veterans remain at the heart of franchising. Organizations like VetFran support veteran entrepreneurs, and many brands actively recruit them because they understand the playbook better than anyone. The next time you’re in a fast-food line, watching the smooth rhythm of the kitchen, remember: that system was forged on military bases, perfected in chow halls, and exported to Main Street. About the Author As the COO of The Franchise Consulting Company, Pete Neonakis oversees all operations and is a seasoned business owner with a wealth of entrepreneurial experience. His extensive global travels have taken him to some of the world's most remote and off-the-beaten-path locations.
The best way to find yourself is to lose yourself in the service of others.” — Mahatma Gandhi
When veterans leave the military, they often look for opportunities that give them freedom, flexibility, and control of their future. But for some, franchising raises a hesitation: If I join a franchise system, am I just signing up to take orders again? It’s a fair concern. The military is highly structured, and franchising also relies on systems and processes. At first glance, it may feel like the same environment. But the truth is, franchising offers something very different. It provides a balance between structure and independence that can empower veterans to thrive as business owners. Following Systems vs. Taking Orders The military requires following orders without question. Franchising, on the other hand, requires following proven systems. Within those systems, the owner has significant autonomy. Veterans don’t report to a commanding officer; they are the commanding officer of their business. Think of the franchise model like a mission plan. The framework is there, tested, and designed to increase the chances of success. But how you lead your team, build your culture, and grow your business is entirely in your hands. Where the Freedom Lies Local Leadership: Franchisees run their own teams. They decide who to hire, how to motivate employees, and what kind of workplace culture they want to build. Community Impact: Veterans can choose how to connect with their community, sponsoring local events, supporting charities, or simply serving customers in their own way. Personal Lifestyle: Unlike the military, where your schedule is dictated, franchising allows veterans to align their business with their personal goals and family life. A Personal Perspective When I first got into franchising after leaving the Navy, I’ll admit I had some of the same concerns. I worried about whether I’d simply be plugging myself into another rigid system. But what I found was very different. Franchising opened up doors I never expected. It gave me the chance to meet other owners, leaders, and entrepreneurs who have been both successful and inspirational. I’ve built relationships with people who have helped me grow not just as a business owner, but as a person. Many of these connections would never have happened without franchising as the bridge. In addition, ownership gave me the freedom to shape my business around my values. I was no longer executing someone else’s orders. I was setting the vision, making the calls, and creating opportunities for my team. The franchise system gave me a playbook, but the way I chose to run the business and the impact I wanted to make were entirely mine. Why the Balance Works The beauty of franchising is that veterans don’t have to reinvent the wheel. The systems and training reduce risk, but the ownership side delivers freedom. Veterans can apply their leadership, discipline, and initiative without being boxed in by someone else’s orders. Many successful veteran franchisees echo this same realization. Franchising is not about being told what to do. It is about using your skills within a framework that maximizes your chances of success and then building something uniquely your own. Advice for Veterans Concerned About “Taking Orders” Again Ask Questions Early. During the franchise exploration process, ask about flexibility. What decisions are made by the franchisor and what decisions are made by the franchisee? Talk to Veteran Franchisees. Validation calls with other veterans will reveal how much independence they feel in their businesses. Shift the Perspective. Think of the franchisor not as a commander, but as an ally. Their job is to provide tools, training, and support, not to dictate every move. A New Chain of Command: Your Own For veterans who worry that franchising might feel like the military all over again, it’s worth reframing the picture. In franchising, you’re not following orders. You’re following a plan, one that you choose, one that you own, and one that you have the authority to lead. The military taught you how to execute a mission. Franchising gives you the opportunity to choose your mission, lead it on your terms, and surround yourself with people who inspire you along the way. About the Author T.J. Treat is a Navy veteran, multi-unit franchise owner, and franchise consultant. He helps aspiring business owners, especially veterans, navigate the path to franchise ownership with clarity and confidence. Contact T.J. at TJ@thefranchiseconsultingcompany.com .
From Marine Corps to Multi-Unit Franchisor: How Military Training Powers Success When Marines leave active duty, they carry more than their gear—they carry a toolbox of leadership, discipline, and operational skills. Many of them channel those tools into owning franchises, where structured systems and mission-focus are the keys to success. Franchises operate on a tested model—one that requires adherence to procedures, accountability, and consistent performance. Marines are trained to thrive in precisely these conditions. Their ability to follow systems, lead teams, and maintain high standards positions them for immediate success as franchise owners. Whether managing a quick-service restaurant, fitness center, or home-service business, Marines often find the transition natural. A Marine Corps veteran now owns 41 Sport Clips franchises across two states. His transition exemplifies how the Corps’ values become business success. After his military service, he worked as a security contractor even while opening his first two Sport Clips locations in Texas. He says the cadence of military life—leading others, managing logistics, and making decisions under pressure—gave him the confidence and stamina to scale a franchise empire. Another Marine example who served seven years in the Marine Corps, is now operating a Paul Davis Restoration franchise in Florida. He credits his ability to “always be looking a few steps ahead” and adapt swiftly—lessons from military life—as central to keeping his business agile, especially in challenging market conditions. Franchises reward exactly the traits Marines are taught. Many brands explicitly target veterans, offering structure, training, and support tailored to military experiences. Meanwhile, franchises such as Sport Clips and Paul Davis illustrate how veterans can leverage their leadership, sense of duty, and focus on excellence to drive growth and deliver consistent performance. Many franchisors actively recruit veterans, recognizing the exceptional value they bring to their networks. According to the International Franchise Association, veterans own more than 14% of all franchise businesses in the United States—significantly higher than their representation in the general population. Within that group, former Marines stand out for their operational precision and commitment to excellence. Veteran-focused programs like VetFran further lower barriers—offering reduced fees, financing incentives, mentorship, and connections. Also, organizations like The Franchise Consulting Company have resources to help support our Veterans. At The Franchise Consulting Company, they created a council made up of former military personnel. They provide advice and resources for their brothers and sisters in uniform. Some of the participants in the council participate in the Bet on a Vet program where additional resources and funding may be available for our Vets. In short: the same rigor that shapes a Marine—honoring chain of command, mastering processes, leading under pressure—is nearly a perfect fit for owning and scaling a franchise. It’s not just about financial reward; it’s a second mission: serving communities, creating jobs, and building lasting legacies grounded in values that were forged in service. With appropriate resources and support, a franchise may be the perfect mission for those transitioning out of military life. About the Author Stephen Rotay is a former Marine and owner of numerous franchises. He is still owner/operator of 4 franchises while being a Sr. Franchise Consultant for Franchise Consulting Company. Contact Stephen at srotay@thefranchiseconsultingcompany.com .
Rob White spent nine years serving in the Army, building leadership skills and developing deep expertise in senior marketing roles across consumer goods and B2B operations. When he returned to civilian life in Winston-Salem, he carried more than just military discipline—he possessed the entrepreneurial instincts and strategic thinking that would make him an ideal business owner. His journey from soldier to franchisee represents a growing trend that smart franchise investors are recognizing. Veterans are nearly three times as likely to own a franchise as non-veterans, according to the International Franchise Association's 2024 research. Veterans own more than 1.9 million businesses and employ almost 5.5 million Americans, according to the U.S. Small Business Administration's Office of Advocacy 2024 veteran ownership statistics. Within the franchise sector specifically, veterans account for 1 out of 5 of all franchisees nationwide, according to the Veterans Franchise Council that offers grants up to $10,000 for qualified veterans opening franchises. Military Training and Franchising Align Veterans gravitate toward franchise ownership because of inherent similarities between military service and franchise operations. Both require adherence to established protocols, commitment to organizational culture and the capacity to execute complex operations with precision. About 25% of veterans are interested in starting small businesses, according to the SBA's 2024 Frequently Asked Questions About Small Business report, reflecting the entrepreneurial inclinations this population possesses after their service concludes. While riskier independent start up models appeal to some, franchises offer support and business plans with proven revenue streams that command attention. Like many analytical thinkers, veterans tend to carefully weigh the support they receive from the franchisor vs the royalties, the time required to run operations vs projected revenue and the ramp up to profitability timeline vs the cost of capitalization. As one veteran who is scrutinizing franchise opportunities while he considers a graceful exit from his post-service government contract position put it: “I don’t mind the squeeze, if they can bring the juice.” For franchisees like Rob White, this alignment became crystal clear during his franchise evaluation. When exploring franchise opportunities, he deliberately focused on veteran-friendly organizations in the home services space, specifically window coverings. "In all that vetting of franchise opportunities I kept coming back to veteran-friendly organizations based around the home services space and window coverings specifically," White explained. "I loved the ability to do the work myself, start small and home-based and have the ability to grow it to a million dollar plus business." Why Franchisors Recruit Veterans Beyond patriotic considerations, there's a powerful business case for why franchisors actively recruit and support veteran franchisees. Veterans bring unique skills and dedication to the table, making them ideal candidates for franchise ownership. These aren't abstract qualities—they translate directly into lower failure rates, faster ramp-up periods and stronger team management. Military veterans arrive at franchise ownership having already demonstrated commitment through years of service. They understand accountability, resource management and the importance of executing systems precisely as designed. They're accustomed to working within hierarchical structures while maintaining autonomy within defined parameters—the exact operational framework franchises provide. For White, the decision to join Bloomin' Blinds ultimately centered on cultural fit. "It was all about finding the right support system and cultural fit for me," White noted. "I ultimately felt the best connection with Bloomin'. I loved the family feel, the business' sole focus on the industry they were experts in and the technology and support felt like a perfect fit for my needs." A National Opportunity Awaits Investors America's debt of gratitude to veterans extends beyond recognition—it represents a real opportunity for growth. When franchisors prioritize veteran recruitment, they access a proven talent pool. Veterans' representation in franchising significantly exceeds their representation in the overall population, a trend attributed to the natural alignment between military service and franchise systems. At a recent seminar at The Great American Franchise Trade Show and Expo in Washington DC, dozens of veterans stopped by the Bet-On-A-Vet booth and attended the seminar "Deploy Your Dreams" to learn more about available funding and viable options for turning their MOS into new revenue streams. This scene reflects growing momentum in the veteran franchising space. With more veterans exiting service and post-service government jobs coupled with an increasing number of franchising companies actively recruiting, competition for top veteran franchisees will intensify. Franchisors who build genuine cultures of support and recognize the unique value military experience brings will secure the highest-caliber operators. Rob White's journey from Army service to successful franchise ownership isn't an outlier. His story validates what the statistics confirm: veterans make exceptional franchisees because they embody the discipline, dedication and execution orientation that transforms franchise systems into vehicles for sustainable growth. About the Author Robyn Deering is a Franchise Consultant based in southwest Florida with extensive experience helping entrepreneurs identify optimal opportunities for franchise ownership and a proud member of The Veterans Franchise Council. Contact Robyn at robyn@thefranchiseconsultingcompany.com .
WWII Hero Harry Clew Finds Support Through Seniors Helping Seniors® Health-Care Franchise
Imagine you’re standing in the middle of a quiet alleyway. On either side of you is a small, empty restaurant—same size, same exterior, no menu in sight. You have no real information about which one is better. So, with nothing else to go on, you go with your gut and walk into the restaurant on the left. A few minutes later, someone else walks down the same alley. They also know nothing about either restaurant—but now they see you sitting inside the one on the left. That’s information. You must’ve had a reason for choosing it… right? So, they go left too. Then a third person arrives. Now there are two people sitting in the restaurant on the left. It looks like the clear winner. By the time the tenth person shows up, the restaurant on the left is buzzing. The right side is still empty. And not one person has any idea which restaurant is actually better. Welcome to the world of herd behavior—and its surprising role in franchise decision-making. This scenario is more than just a quirky parable. It’s a classic illustration of how humans behave when faced with uncertainty. When we lack information, we naturally look to others for cues. We assume the group must know something we don’t. After all, there’s safety in numbers, right? But as this example shows, group decisions can be based on nothing more than one person’s random guess. The chain of logic gets stronger with each follower, even if the foundation is weak or nonexistent. This pattern—called informational cascade—shows up in everything from viral social media trends to stock market bubbles. And yes, even in the way people choose which franchise to explore. When people start thinking about business ownership, most begin in unfamiliar territory. The world of franchising is wide, complex, and filled with thousands of opportunities. That’s exciting—but also overwhelming. So what happens? They look for shortcuts. They look at: - The “Top Franchise” rankings online - Which brands are advertising the most - What franchises their friends have heard of - Which booths have the biggest crowds at the expo - Who seems successful on LinkedIn Sometimes these cues are helpful. But other times, they just reflect the same kind of herd behavior as the restaurant alley. You end up with crowded attention around a handful of brands—not because they’re the right fit, but because they’re the most visible. Meanwhile, better opportunities may sit quietly across the alley, unnoticed and empty. The first person in the alley went with their gut—and that’s not always wrong. Intuition can be valuable. But in the franchise world, gut alone is risky. Your decision shouldn’t be based on who’s already inside. It should be based on: - Your goals - Your lifestyle priorities - Your income needs - Your management style - Your comfort with risk - Your operational preferences - Your exit plan A franchise that’s perfect for someone else might be totally wrong for you. Conversely, the brand no one is talking about might be your best shot at long-term success. In the restaurant alley, the right decision would’ve required more information—like who owns the place, what’s on the menu, what reviews say, and what kind of experience each one delivers. In franchising, that’s exactly what strategic candidates do. They don’t chase trends. They create a decision framework, ask the right questions, and investigate each opportunity with their end goal in mind. A few questions to consider: - Will this business give me the lifestyle I want? - Does it match my strengths and interests? - Is there long-term demand for the service? - Can I scale it, automate it, or step back from it? - What do actual franchisees say about their experience? When you approach your franchise search this way, you break the cycle of uninformed decision-making. You stop being the next person in line who simply goes left. You become the person who chooses based on your criteria—not someone else’s. Franchise success doesn’t come from choosing the most popular brand. It comes from choosing the right model for you. So next time you’re standing in the alley—figuratively or literally—don’t just go with the crowd. Look deeper. Ask questions. Follow a process. And trust that the best decisions aren’t always the ones everyone else is making. Sometimes, the empty restaurant on the right is serving the best meal in town. About the Author Mike Martuza is a Senior Franchise Consultant and Partner with Franchise Consulting Company and author of The Franchise Rules: The No-Nonsense Guide to Finding a Franchise That Fits." With decades of experience in entrepreneurship, coaching, and strategic business development, Mike helps aspiring business owners find the right franchise that aligns with their goals, values, and lifestyle. Contact Mike at mikemartuza@thefranchiseconsultingcompany.com .
I remember the sound of my mother’s voice when I told her I had become an award-winning franchise consultant last winter. It was a feeling like no other—the hard work had paid off, and lives had been impacted. The joy I felt that day when my potential had truly been realized, and others agreed, was like winning the lottery—only with fewer dollar signs. But you know what’s better than that? Receiving reviews like this: “Magnus demonstrated extensive knowledge of the franchise business. He adeptly recommended suitable investment opportunities, aligning with our discussions. He presented a diverse array of prospects, ranging from those requiring a modest initial investment to substantial brick-and-mortar endeavors. He meticulously prepared us for our conversations with franchisors and provided thorough debriefings thereafter. Furthermore, Magnus furnished us with pertinent resources to facilitate an informed decision-making process. I unequivocally endorse Magnus to individuals considering franchise business opportunities.” - Eric D. But this isn’t about how great I am, or even how hard I worked for my client Eric, rather pay attention to the sincerity in his voice—you could feel that I was there for him when he needed me to be. This is what actually makes what I do worth it. I’m on the front lines of changing communities and the country through entrepreneurship—one client at a time, and one deal at a time. But I wasn’t always a franchise consultant—and I still serve my country through my reserve career in the United States Navy. Before my career in franchising, I served in our nation’s great Merchant Marine as an Engineering Officer aboard all kinds of ships. It was an adventure like no other, and I wouldn’t trade it for the world. I believe my background in the military has truly shaped the way I run my business, and I am forever grateful for those experiences. A similar story is that of Eric Howe, CEO and Founder of Optic Kleer. A former British Royal Air Force engineer, Eric spent 13 years serving as an aircraft engineer. His life consisted of being a part of the high pressure role of running and maintaining an Air Force Tornado Fighter squadron. He was deployed around the world and served in various conflicts including the Gulf War. Following his impressive career in his country’s military, Eric took the discipline, grit, and leadership skills that he honed in the military into the world of business. In March of 1991, Eric launched Optic-Kleer, a full service Auto Glass franchise offering Windshield Repair, Replacement, Recalibration and Headlight Restoration. Within two years, Optic-Kleer had become the largest windshield repair company in Europe surging to the top with over 70+ franchises. Eric then moved to the United States in 2006 to expand and grew his full service auto glass company here in the USA. Fueled by success, the onset of Covid provided the perfect situation to launch Optic-Kleer as a license which would later become a full blown franchise offering. Eric’s concept went on to soar to new heights, acquiring 20+ licensees in its first two years of franchising. Since launching here in the United States just under three years ago, Optic Kleer has already seen a massive uptick in franchise interest and they currently have nearly 60 territories awarded. It’s no surprise given Eric’s personable nature, hilarious dad jokes (that actually make you laugh), and impressive business model for aspiring entrepreneurs. Today, Optic-Kleer is in five countries and has sold over 150 franchises. They are a Texas based, truly home grown, Family Oriented Franchise Business and they looking to spread nationally across the United States and possibly further abroad. With stellar profit margins and an elite leadership team, nothing is stopping this one from running. But better than that, and just like every U.S. military veteran living out their lives here in the United States, Eric shares something with them that any good ol’ American soldier has—Loyalty. Eric and his team at Optic Kleer have created a franchising offering that is second to none the most impressive business model for aspiring entrepreneurs that I have ever seen. But don’t take it from me—read the Q&A below from CEO and Founder Eric Howe himself on why Optic Kleer is a franchise that needs to be on your radar: Question: How has your experience in the Royal Air Force shaped the way you do business? Answer: It’s taught me to be seriously organized, to be driven, to be goal orientated and to have the ability to talk with anyone from any level of wealth or intelligence on their level. Question: What is so special about Optic-Kleer, and why are investors so excited about it? Answer: Optic-Kleer is a high profit, recession-proof business that everybody and every business needs. Family operated and supported. We are all about 'People'. From our staff to our customers and suppliers, and everyone we come into contact with. Question: Why should an investor consider Optic-Kleer over another opportunity? What makes this investment so special? Answer: We have a proven model, we have fantastic branding, and we have a great team. We are all industry professionals who share a passion for helping others and, of course, cars. Optic-Kleer is much more than a franchise. It's a lifestyle. It's a passion and it's in a service industry, that with the advent of calibration, has become more and more technical with rewards that reflect that technology. About the Author Magnus Nilsson is a United States Naval Officer currently serving as a Strategic Sealift Officer. He resides in the Navy town of Norfolk VA and operates his franchise consulting business where he helps entrepreneurs, military or civilian, find franchise opportunities that match their skills, goals, and budget. Contact Magnus at Magnus@TheFranchiseConsultingCompany.com .
Every day, America’s first responders run toward what others run from. Firefighters, EMTs, paramedics, and law enforcement officers dedicate their lives to service, structure, and protecting their communities. When they hang up their uniforms — or even while still serving — many are discovering a new mission: business ownership through franchising. Just like veterans, first responders are increasingly stepping into franchising not just as operators, but as leaders, job creators, and community anchors. Their stories are reshaping what franchise ownership looks like — and proving that the skills learned on the front lines transfer powerfully into the world of entrepreneurship. Shared DNA: First Responders and Franchise Systems At their core, successful franchise systems are built on structure, discipline, teamwork, and execution — the very same principles that guide first responders every day. When firefighters coordinate at the scene of a blaze, when paramedics work seamlessly under pressure, or when officers follow precise protocols, they’re operating within systems designed to function when stakes are high. That operational mindset maps almost perfectly to running a franchise: Following proven systems Leading and training teams Making quick decisions with incomplete information Staying calm and focused in high-stress situations It’s no surprise that many brands have begun to actively recruit first responders as franchise owners. A Natural Transition: From Service to Ownership For many first responders, franchising represents something powerful: the chance to own a business without losing the sense of mission. Many: Start part-time while still on the job, eventually transitioning full-time. Use the franchise model to build a second career after retirement. See franchise ownership as a way to give back to the same communities they’ve spent their lives protecting. A retired firefighter who now owns multiple quick-service restaurant units once put it this way: “I spent 25 years saving lives and protecting my city. Now, I’m building something here that creates jobs for the next generation. It’s still service — just a different kind.” Why Franchising Fits So Well First responders bring to the table a set of soft and hard skills that align almost perfectly with what franchising demands: Leadership under pressure Operational discipline Team-building culture Strong community ties Problem-solving mindset Franchise brands increasingly see first responders as not just franchisees, but ideal culture carriers who can lead successful, stable operations. Funding Paths and Incentives Franchise ownership requires capital — and many first responders are finding pathways to ownership that make it possible: Many brands now offer first responder discounts on franchise fees, mirroring veteran incentive programs. Some local credit unions and lenders offer specialized financing for public servants. Grants and community programs often support firefighter and police entrepreneurship. Group or family ownership models let first responders partner with colleagues or spouses to scale. The combination of financial support and their already-strong leadership profile creates an ideal foundation for success. Building on Trust: Community Power One of the greatest advantages first responders bring to franchising isn’t on paper — it’s in community trust. People know their local firefighters, EMTs, and officers. They’re recognizable faces with reputations built on reliability and service. When those same individuals open a local business, that trust translates directly into customer loyalty. This makes first responders especially strong operators in: Home services Fitness and wellness Food and beverage Senior care and healthcare franchises Children’s services and education These are all sectors where community credibility matters — and first responders have that in abundance. A Growing Movement The number of first responders entering franchising has grown steadily over the past decade. Many are drawn to emerging brands that allow flexibility and local ownership, while others partner with established national names for long-term stability. Some brands have even built dedicated recruitment pipelines for police, fire, and EMS personnel — recognizing the value of their leadership and trust in local communities. Organizations like VetFran and local small business associations increasingly include first responders in their entrepreneurship outreach. More Than a Business For most first responders who become franchise owners, this isn’t just a financial decision — it’s a continuation of service. They: Hire locally. Sponsor youth sports teams and community events. Create steady jobs in their towns. Often hire fellow first responders and veterans. That sense of service and belonging doesn’t go away — it just shifts to a new mission. A Second Act with Purpose The stories are multiplying: firefighters who run gyms, police officers who build home service empires, paramedics who launch health and wellness franchises. Franchising gives first responders the structure they know, the freedom they want, and the community connection they value most. They’ve spent their lives protecting neighborhoods. Now, they’re helping build them. The front line doesn’t end when the siren quiets. For many first responders, it simply shifts to a new kind of mission — one with a sign above the door, a team inside, and a legacy that lasts long after the call is over. About the Author Originally from Cocoa Beach, Florida, Joe Griffith II now calls Bradenton, FL home. With a career spanning multiple industries, Joe brings a unique blend of operational expertise and hands-on experience to his role as a Franchise Business Consultant with The Franchise Consulting Company. His professional background includes franchise ownership, business development, safety training, and a distinguished military service. Joe has opened and managed numerous franchise locations, gaining invaluable insights into the intricacies of franchise operations. Contact Joe at jgriffith@thefranchiseconsultingcompany.com .
