Mainland: Amplifying Franchise Stories Through Public Relations and Brand Storytelling

Brand: Mainland* Website: hellomainland.com Supplier Profile: Service Segment: Public Relations, Brand Storytelling Top Clients: Layne’s Chicken Fingers*, Sylvan Learning, Slim Chickens, The Melting Pot, TWO MEN AND A TRUCK*, Qmee, Famous Dave’s*, Christmas Decor, Shuckin’ Shack, Pollo Campero*, TruBlue, Paris Bageutte, Workout Anytime

Mainland specializes in turning franchise brands into compelling narratives that connect with both potential franchisees and consumers. Many PR firms focus on surface-level announcements, but Mainland goes deeper, unlocking the human-interest angles that make stories resonate. By amplifying franchisee journeys and success stories, Mainland helps brands validate their business model, inspire prospective franchisees, and drive engagement.

According to Mainland’s Chief Growth Officer Nick Powills, “Unlocking the story means we’re digging. We’re focusing on the human interest piece. As a franchise brand, we have the benefit of working with franchise owners, and each owner has achieved something incredible leading up to operating their business.”

Beyond traditional PR, Mainland integrates its Owned > Earned > Paid > Data model to ensure that press coverage isn’t just a one-time win but a strategic asset used for lead generation, franchise development, and consumer awareness.

Mainland partners with franchise brands that understand the power of storytelling and want to elevate their public relations beyond the basics. Whether it’s an emerging brand looking to build credibility or an established franchise seeking to reinforce its leadership, Mainland tailors its approach to maximize impact.

“Our best partners are the ones who see PR as more than just an announcement,” Powills said. “We love working with franchise brands that are willing to invest in telling their stories — franchisees, executives and company culture all play a role in what makes a brand great.”

Mainland works across a wide range of industries — including QSR, health and wellness, home services, retail, and fitness — ensuring that each franchise brand gets a custom strategy that aligns with its audience and goals.

One of Mainland’s most impactful success stories involves a franchise brand that was struggling to differentiate itself in a competitive market. Instead of pushing generic PR, Mainland shifted the focus to the franchisees — highlighting their backgrounds, challenges and triumphs.

“When you get your franchisees out there in marketing, PR or on your website,” Powills said, “you’re showing an example of someone who said, ‘Yes, I believe in your brand. Yes, I’m going to invest my life savings into it. Yes, this is where I want to build my wealth.’”

By positioning the brand as the enabler of success for its franchisees, Mainland helped the company attract more qualified franchise leads and gain media coverage that went beyond industry outlets to mainstream news platforms. This strategy not only strengthened franchise sales but also reinforced trust with consumers.

Many franchise brands approach PR with a transactional mindset — issuing press releases when they hit milestones. Mainland takes a different approach, ensuring that PR is a consistent and strategic function of the brand’s growth plan.

“We don’t just get media hits — we build momentum,” Powills said. “The faster we can get this thing going, the more noise we create for your business, which means PR has an immediate effect.”

Mainland’s expertise in media relations, franchise marketing and brand storytelling makes it a top partner for any franchise looking to stand out. With a journalist-led approach, Mainland knows how to craft narratives that not only get published but also drive meaningful business results.