How a Strategic Podcast Helped Drive 50+ Franchise Sales for an Emerging Restaurant Brand

The Challenge

When Troy Hooper stepped into his role as North American CEO for Hot Palette America in 2023, he faced a significant challenge: How could he leverage his established hospitality industry reputation to rapidly expand Pepper Lunch, a concept new to the U.S. market? The goal was ambitious—secure franchise agreements in major markets across the United States and hit 100 franchise units by 2026.

The Strategy

We developed a multi-faceted approach that would capitalize on Troy's personal brand while building recognition for Pepper Lunch:

1. Strategic Personal Brand Integration

   - Built on Troy's established reputation in hospitality

   - Leveraged his signature symbol—the pineapple—as a bridge between personal and corporate branding

   - Created content that highlighted his industry expertise while showcasing the Pepper Lunch opportunity

2. Targeted Podcast Development

   - Carefully selected guests to expand reach into key markets

   - Secured valuable title sponsorship to boost brand recognition

   - Created powerful networking opportunities through guest relationships

3. Franchise Growth Acceleration

   - Used podcast platform to showcase the Pepper Lunch concept

   - Built credibility through industry expert conversations

   - Created multiple touchpoints for potential franchisees

The Results

Explosive Growth

• Sold over 50 franchise units within 18 months

• Achieved 300% increase in social media following

• Built strong pipeline for future franchise sales

Brand Recognition

• Successfully introduced Pepper Lunch to the U.S. market

• Secured valuable title sponsorship

• Established strong presence in major markets

Network Expansion

• Leveraged guest audiences for broader reach

• Created valuable industry connections

• Built momentum toward 100-unit goal by 2026

The Impact

The podcast strategy transformed what could have been a traditional franchise sales process into a powerful brand-building engine. By combining Troy's personal brand with strategic content creation, we created multiple pathways for franchise growth while establishing Pepper Lunch as a compelling opportunity in the U.S. market.

Looking Forward

With over 50 units sold and a strong pipeline in development, Troy and Pepper Lunch are well-positioned to exceed their goal of 100 franchise units by 2026. The podcast continues to serve as both a networking tool and a platform for sharing the Pepper Lunch story with potential franchisees.