From Startup to National Success: The Journey of We Sell Restaurants

In this episode of Emerging Franchise Brands, host Frank Fiume sits down with Robin Gagnon, the Co-Founder and CEO of We Sell Restaurants and member of the International Franchise Association (IFA) Board of Directors. Frank, a seasoned entrepreneur, and founder of i9 Sports, brings a wealth of experience to the podcast. With his 20-year journey from starting his franchise brand to successfully exiting through acquisition, Frank offers a unique perspective on the challenges and rewards of franchising.

Robin Gagnon, Co-Founder and CEO of We Sell Restaurants, recently joined the Emerging Franchise Brands podcast to share insights into her company’s rise to success and her unique perspective on franchising. With two decades of experience in restaurant brokerage and franchising, Robin offers advice on achieving sustainable growth, avoiding common pitfalls, and building thriving businesses in a competitive marketplace. Below is a summary of the key takeaways from her interview.

The Origin Story

Robin and her husband Eric founded We Sell Restaurants in 2001 after noticing a gap in the Atlanta market for a dedicated restaurant brokerage service. Eric, with a background in business development at KPMG, and Robin, at that time, the VP of Strategic Marketing for Macy’s South, combined their skills to build the business. Initially, Robin worked nights and weekends while maintaining her corporate job, developing their brand, and creating a niche in restaurant brokerage.

A few years later, the couple were both, “all in,” committing to the business full-time. Today, We Sell Restaurants operates in 45 states, boasts $450 million in active listings, and has facilitated thousands of transactions. The brand is also a franchisor, something that

Why Specialization Matters

Robin and Eric’s decision to focus solely on restaurant transactions proved to be a strategic advantage. While others questioned the wisdom of narrowing their scope, the couple recognized that specialization would set them apart.

“The guy selling a daycare center or car lot doesn’t understand the unique needs of a restaurant owner,” Robin explained. By focusing exclusively on restaurants, they gained credibility and expertise that resonated with buyers and sellers alike. Their niche positioning also helped We Sell Restaurants dominate the digital space, ensuring they are a top search result for terms like “how to sell a restaurant.”

Lessons for Emerging Franchisors

Robin offered valuable advice for emerging franchisors:

1. Be Well-Capitalized: Financial stability is critical. Underfunded franchisors often make poor decisions, such as onboarding unqualified franchisees, which can hurt the brand long-term.
2. Select the Right Franchisees: It’s better to say no to an unfit candidate than to deal with the consequences of their failure. Robin emphasized that franchisees need to bring commitment, financial stability, and expertise to the table.
3. Stay Disciplined: Franchisors should resist the urge to expand too broadly. Success comes from staying focused on the core market and doing one thing exceptionally well.
   
   

The Ideal Franchisee for a Restaurant Business

Not everyone is suited for restaurant ownership. Robin shared that the best franchisees often have prior experience in the industry. Whether they’ve worked in back-of-house roles or managed restaurants, they bring valuable operational knowledge and a passion for the business.

Moreover, the ideal franchisee must be fully committed. Robin noted, “If you’re not ready to be all in, don’t do it. Half-measures rarely lead to success.”

Restaurant Resales and Generational Shifts

The Baby Boomer generation is retiring in large numbers, creating what Robin referred to as the “silver tsunami.” With 10,000 Boomers turning 65 every day, many are looking to sell their businesses. However, Millennials and Gen Z are less likely to inherit family-run operations.

These younger generations prefer modern, socially conscious concepts over legacy brands. This shift has created significant opportunities for We Sell Restaurants to connect experienced buyers with profitable businesses.

The Value of Franchising the Brokerage Model

Robin explained why franchising was the logical growth strategy for We Sell Restaurants. While they could have expanded corporately, franchising allowed them to achieve deeper market penetration.

Local franchisees bring community connections and local expertise that a corporate model cannot replicate. Additionally, their franchise model, described as “the restaurant business with banker’s hours,” appeals to former restaurant owners who want to remain in the industry without the operational grind of owning a restaurant.

Franchisee Satisfaction and Growth

Franchisee satisfaction is a key indicator of success for We Sell Restaurants. The brand consistently ranks in the top 20% of Franchise Business Review surveys.

The investment is relatively low, with franchise fees starting at $50,000 and average franchisee earnings of $276,000 annually. Territories are allocated based on population density and restaurant volume, ensuring that franchisees have ample opportunities within their markets.

The Essential Role of the IFA in Franchising Success

Robin not only serves on the Board of Directors of the International Franchise Association but is the incoming chair of the Franchisor Forum and previously served as the chair of the Women’s Franchise Committee.

he International Franchise Association (IFA) plays a critical role in the franchising industry, serving as a central hub for advocacy, education, and networking. Robin Gagnon highlighted its immense value in this interview, describing it as an organization that promotes, protects, and enhances franchising. The IFA fosters a collaborative and generous community where even emerging franchisors can learn from leaders of established brands. Robin noted that her involvement with the IFA, from serving on its Women's Franchise Committee to holding a permanent board seat, has been instrumental in her professional growth. She emphasized the organization’s effectiveness in shaping policy, advocating for franchisors and franchisees on issues like joint employer regulations, and providing resources that help brands grow sustainably. For anyone in franchising, Robin firmly believes that joining the IFA is not just beneficial—it’s essential for long-term success.

Challenges in the Franchising Landscape

Robin touched on broader challenges facing the franchising industry, including the increasing influence of private equity and ongoing legislative issues like joint employer regulations.

While private equity has brought resources to franchising, Robin warned against giving up too much control. She believes the future will see a more balanced relationship between franchisors and investors, with founders retaining greater influence over their brands.

On the legislative front, Robin highlighted the importance of resolving the joint employer issue through legislation rather than executive orders. Certainty in this area would allow franchisors to invest confidently in their brands.

Advice for Aspiring Franchisees

Robin’s advice for prospective franchisees was straightforward yet profound: “Sit down with the people who love you the most and ask if you’re ready to be all in.” A franchisee who isn’t fully committed risks not only their investment but also the success of the brand.

From its inception to becoming a national leader in restaurant brokerage, We Sell Restaurants exemplifies how focus, discipline, and strong relationships drive success. Robin Gagnon’s journey from corporate America to franchising demonstrates the power of specialization and the importance of staying true to your vision.

The Emerging Franchise Brands podcast, hosted by Frank Fiume, continues to be a valuable resource for franchisors, franchisees, and anyone considering a career in franchising. By sharing candid stories and practical advice, the show offers inspiration and guidance for navigating the complex world of franchise ownership.

Whether you’re an aspiring entrepreneur, a seasoned franchisor, or exploring new business opportunities, Robin’s insights provide a roadmap for building a thriving, sustainable brand.