Global Franchise 10.3

In 2026, operators need to ask a critical question: are we optimizing for yesterday’s search engine or tomorrow’s discovery landscape? To understand what that landscape looks like, my team at LT surveyed consumers and franchise executives nationwide. Here are five takeaways from LT’s 2025 Franchise Report* shaping brand discovery in 2026 The newrules of franchise brand discovery 1 / Social platforms are becoming a secondary search engine Consumers are leveraging more than just Google to discover brands. Search engines may still be king – for now – but social media is a close contender, with nearly half of our respondents using it as a discovery tool. This is especially true for younger generations and digitally savvy consumers. The takeaway: In 2026, franchisors need to look beyond search engines as the primary drivers of discovery and consider social media optimization across platforms. 2 / AI-powered search is reshaping discovery With the rise of AI tools, search is evolving again. New features like Google AI Overview are changing the game. Where brands once guided consumers down a funnel, AI is increasingly acting as the funnel itself. While Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are on the horizon, this doesn’t mean investing in unproven AI-visibility tools. Instead, franchisors need a holistic authority footprint that includes credible website content, strong social proof, PR, authentic community presence, and clear differentiation. The takeaway: SEO still matters, but AI is fragmenting discovery. Brands that show up consistently and authentically across the digital ecosystem will earn trust in an increasingly AI-mediated world. 3 / The “tech expectation gap” is widening Heading into 2026, franchisors must prioritize seamless mobile-first optimization, digital personalization, smarter CRM, and the right AI tools. Our research shows that 55% of consumers expect digital personalization, and 32% will pay more for a national brand if it offers better digital tools. If you’re just beginning to invest here, you’re already behind. The takeaway: Invest quickly and intentionally in the right tools to enhance the consumer experience, both during discovery and long after conversion. 4 / Personalization is now a requirement Consumers want the best of both worlds: local intimacy supported by the infrastructure of a national brand. In fact, 76% of respondents say they trust businesses they perceive as local, even if they’re not. This means empowering franchisees with local landing pages, personalized digital content, and store-specific reviews, while maintaining brand consistency systemwide. The takeaway: Find the right balance between personalization and consistency to deliver both authenticity and trust. 5 / Loyalty and value start at discovery While we’re on the topic of trust, loyalty plays a critical role. 90% of survey respondents say loyalty and rewards programmes drive brand stickiness, meaning they should be integrated into discovery messaging. At the same time, consumers are overwhelmed by generic advertising and respond to brands that clearly communicate why their offerings matter. The takeaway: The moment someone discovers your brand, the loyalty loop begins. Lead with value-driven messaging to build trust and guide consumers from discovery to long-term engagement. *These insights are based on the new LT.agency 2025 Franchise &Multi-LocationTrends Report. Words by | Nick Dan-Bergman 47 GLOBAL-FRANCHISE.COM Ins ight