Owning a franchise right now: the real story

Starting a business is always a leap of faith. Starting one in a time of economic uncertainty? That’s a rollercoaster ride with a cherry on top. And I can tell you about it firsthand.

Back in Fall 2024, we officially opened our franchise location of the MilkShake Factory right here in Michigan. At the time, the economy was already showing signs of strain—rising costs, cautious consumers, unpredictable trends. But we didn’t let that stop us. We believed (and still do) that this brand, this experience, and this product are exactly what people need right now: a little indulgence, a little joy, and a whole lot of flavor.

Recession resistance

There’s something timeless about indulgence. In moments of uncertainty, people don’t necessarily stop spending—they just become more intentional. They seek comfort, familiarity, and value. And what’s more comforting than a handcrafted milkshake made with real ice cream, rich chocolate, and a little bit of nostalgia?

The MilkShake Factory is far from the only franchise with a product or service that’s in demand in both up and down economies. Many franchises are recession-resistant. This is something we can talk about if you schedule a call—I have many ideas to share.

Navigating uncertainty with optimism

Since launching this venture last year, it’s been a whirlwind of planning, learning, and progress. From securing our Michigan location to moving through design, construction, and staff training, we’ve hit major milestones and gained even more confidence in the process.

There have been long days, and yes, a few curveballs (hello, construction delays). But we’ve never felt like we were going it alone—the support from the MilkShake Factory team has been incredible. In uncertain times, that kind of partnership is priceless.

We’ve been able to lean on the MilkShake Factory franchise team and their expertise to roll out some changes that suit this economic climate. For example, we’ll soon launch a milkshake happy hour where our classic shakes are available at a reduced price. We’re expanding our outreach to nonprofits so we can host frequent fundraisers. These events raise money for good causes but also bring in a steady stream of customers on days that are otherwise not as busy and introduce new customers to our store.

Being a franchisee right now isn’t about avoiding risk—it’s about managing it with intention, grit, and a whole lot of passion.

Looking ahead

We know challenges will come. But we also know that joy is always in demand—and joy is exactly what we’re serving up. Whether it’s someone’s cheat day, a family outing, or a spontaneous pick-me-up after a long week, we’re here to turn those small moments into something memorable.

We’re building more than a business. We’re building a community—one sweet moment at a time.

Your turn

Interested in knowing more about recession-resistant franchises, the MilkShake Factory, or any questions related to becoming a franchisee? Schedule a call with me.