---
title: "Words of Wisdom: Researching the Brand"
url: https://burnaze.com/article/c0546fd3-0e9d-45cd-b863-842e7404ae81
source: "Franchising.com"
original_url: https://www.franchising.com/articles/words_of_wisdom_researching_the_brand_.html
author: "Multi-Unit Franchisee"
category: "Franchisors"
industry: "Franchise Industry"
segment: "Franchisors"
topics: ["Emerging brands"]
published: 2017-01-10T12:15:00.000Z
modified: 2026-11-01T04:10:35.287Z
image: https://imgs.franchising.com/art/articles/3335_plate.jpg
---

# Words of Wisdom: Researching the Brand

**TL;DR:** Dave Goebel, a franchisor and franchisee, shares his experience in identifying when to invest in a brand, highlighting the importance of due diligence. He invested in Pie Five Pizza Co. based on research and input from his family, particularly his sons Kerry and Kevin.

*By Multi-Unit Franchisee, originally published in Franchising.com on 2017-01-10. [Read the original](https://www.franchising.com/articles/words_of_wisdom_researching_the_brand_.html).*

## Story

Dave Goebel Brands/Units: 12 Pie Five, 5 Goodcents Deli Fresh Subs, and 6 Y-Leave Café; Owner, Prime Catering Events Dave Goebel has been a franchisor (president and CEO of Applebee's), a franchisee (Boston Market, Pie Five Pizza Co.), creator of several original concepts, board director (Jack in the Box Inc., QuickChek), an executive coach (Merryck & Co.)

, and philanthropist (Children's Mercy Hospital), but he's also learned how to identify when to invest in a brand. In his case, he has brought his family into the business and considers their input and research when making critical calls. He describes how his latest venture into the Pie Five concept came to be.

"Becoming a franchisee for Pie Five was actually the idea of two of my (triplet) sons, Kerry and Kevin. Kerry, whose brother calls him 'brainiac,' had done masterful spreadsheets and boiled our next venture down to fast casual pizza. (In all fairness, Kerry calls his brother "HR nightmare.")

The guys said, 'Dad, it keeps coming back to the fact that Americans are eating sandwiches, burgers and pizza, and that's probably not going to change.' So we went to Dallas and saw 142 pizzas coming out while employees engaged with customers on the line. It reminded me of the early days of Boston Market.

We loved the concept because it gives us the ability to customize pizza for each guest's needs. They're all about consumer, R&D, food innovation, marketing - in other words, all about everything other than operations."

## Entities

- Franchising.com (publication)
- Franchise Industry (sector)
- franchise investment (topic)
- Multi-Unit Franchisee (person)
- Applebee's (company)
- Jack in the Box (company)
- due diligence (topic)
- Pie Five Pizza (company)
- Goodcents (company)
- Boston Market (company)
- fast casual pizza (topic)

---
Originally reported by Multi-Unit Franchisee, Franchising.com (https://www.franchising.com/articles/words_of_wisdom_researching_the_brand_.html). Summarized by Burnaze (https://burnaze.com/article/c0546fd3-0e9d-45cd-b863-842e7404ae81).