Mind the Gap: Closing the Divide Between Franchisors and Consumers

Franchisors risk losing ground unless technology and experience investments evolve in step with consumer behavior and desire, according to a report from LT, a franchise-focused marketing and digital experience agency.

“The gap is really about misalignment,” Nick Dan-Bergman, CMO of LT, told Modern Restaurant Management (MRM) magazine. “Consumers have evolved. They expect digital convenience, personalized experiences, and consistency across every touchpoint. Meanwhile, many franchisors are still investing in traditional marketing channels and brand-building tactics that don’t reflect how people actually discover or engage with businesses today.”

Dan-Bergman said this gap is widening because consumer tools, including AI-driven search, social media, and loyalty apps, are advancing quickly, and many franchise systems just haven’t kept up with that pace of change.

Many franchisors are still investing in traditional marketing channels and brand-building tactics that don’t…