Franchise Validation Calls: What to Ask and What You’re Not Being Told

Validation calls might be the most important — and underutilized — step in your due diligence process.

They’re your chance to speak directly with current franchisees. But not all validation calls are created equal.

The Risk:
Some franchisors steer you toward a “safe list” — handpicked franchisees trained to stay on script. The result? You hear the upside, but not the struggle.

The Opportunity:
Done right, validation calls reveal:
✔ The real day-to-day of the business
✔ Whether franchisees are profitable (and happy)
✔ How the franchisor shows up after you sign

What to Ask (Beyond the Surface):

• “How long until you reached breakeven?”

• “What support has been most helpful — and what was lacking?”

• “What would you do differently if you could start over?”

• “Would you buy this franchise again today — knowing what you now know?”

Green Flags to Look For:
✅ Unscripted, honest responses
✅ Franchisees who are financially AND emotionally invested
✅ A mix of cautious optimism and hard-earned advice

Red Flags to Watch Out For:
🚩 Everyone gives the same rehearsed answer
🚩 Avoidance of financial topics
🚩 More silence than substance

Bottom line:
Strong systems have nothing to hide. The best franchisees will shoot straight — and those calls will tell you more than any sales deck ever could.

Want a full list of must-ask questions to guide your validation calls? [Use this link]