How Meltwich built a franchise growth engine with qualified national demand.

1 · Context

Fast-growing Canadian restaurant franchise looking to accelerate expansion without overwhelming a small internal team.

• Industry: QSR and franchising
• Business type: National restaurant franchise
• Situation: The brand needed more franchise leads, but quality mattered as much as volume

2 · The Constraint

Growth depended on finding the right franchise prospects, not simply generating more inquiries.

3 · What Was Breaking The System

• The team was still relatively small compared with growth ambition
• Unqualified leads would waste time and operational capacity
• Expansion demand and restaurant-level demand required different campaign logic
• Brand awareness still needed support outside pure search intent

4 · Levers Used

• Paid search: targeted high-intent franchise keywords on Google Ads
• Lead qualification logic: focused spend on people already in a franchise-buying mindset
• Paid social: built brand awareness and additional reach on Facebook
• Local growth support: extended paid media into Meta, YouTube, and TikTok for restaurant-level revenue support

5 · Result

• +6680% traffic to the franchise page
• Average of 3 new restaurants opened per month
• +30% revenue when ads supported individual restaurants

6 · System Impact

The acquisition system supported both expansion and unit-level growth.

• Franchise recruitment became more scalable
• The internal team could focus on higher-quality opportunities
• The brand gained a clearer split between growth campaigns and local sales campaigns