Launching 12 franchise locations with a repeatable local-market playbook
One brand system, twelve launches: a location playbook covering the 6 weeks around every opening — hyperlocal ads, influencer seeding, and grand-opening mechanics that made each store profitable in month one.
Meraki was scaling from 4 to 16 locations in a year. Every launch was improvised: different agencies, inconsistent creative, unpredictable first-month sales. Franchisees needed a launch they could trust — and the brand needed consistency it could enforce.
- 01
Codified a 6-week launch playbook — T-minus checklist, budget curve, creative kit and KPI gates — versioned and improved after every opening.
- 02
Hyperlocal paid structure per trade area (3–5km radius) with dayparted delivery matched to footfall patterns.
- 03
Micro-influencer seeding program: 15–20 local creators per launch on product-gifting + performance bonuses, cleared through one master agreement.
- 04
Weekly scorecard per location so underperformance is caught in days, not quarters.