Introduction
Taking a single restaurant and turning it into a thriving national franchise is no small task. Yet Martin Sprock has done it more than once, first with Moe’s Southwest Grill and later with Flying Biscuit Café. His insights into growth, systems, and franchisee relationships provide a roadmap for any entrepreneur looking to scale. In this Q&A, Sprock shares his formula for growth, the importance of location, and the lessons he believes are most valuable for today’s restaurant founders.
What’s Martin Sprock’s formula for scaling a single restaurant into a franchise system?
A: The formula starts with proving the concept at a single location. You can’t franchise something that doesn’t work on its own. Once you’ve validated the model, the key is building systems that can be replicated consistently. That includes everything from operations manuals to supply chain logistics. Another part of the formula is branding — you need a strong identity that resonates with customers and can be carried across markets. Finally, you must have the right franchisees. I always say a franchise is only as strong as its people, so finding partners who share your vision is critical to scaling.
How important is location strategy in Martin Sprock’s franchise growth model?
A: Location is huge. The best concept in the wrong location won’t succeed. When scaling Moe’s Southwest Grill, we developed strict criteria for site selection based on traffic patterns, demographics, and visibility. I think about location as part science, part art. Data helps, but you also need a feel for whether a community will embrace your concept. With Flying Biscuit Café, the locations that thrived were the ones that fit naturally into neighborhoods where people wanted that sense of comfort and community. A smart location strategy is the difference between slow growth and explosive growth.
What role does franchisee support play in Martin Sprock’s success?
A: Franchisee support is everything. You can’t just hand someone a brand name and expect them to succeed. My approach has always been to provide training, ongoing education, marketing support, and a strong sense of community among franchisees. At Moe’s, we built systems where franchisees could share best practices and feel like they were part of something bigger. That support not only improves performance but also builds loyalty, which fuels long-term growth. When franchisees feel supported, they’re more likely to reinvest, open more locations, and become ambassadors for the brand.
How did Martin Sprock maintain consistency across franchise units?
A: Maintaining consistency is one of the toughest parts of scaling. Guests expect the same experience whether they’re in Atlanta or Arizona. To achieve that, we developed detailed training programs and operational guidelines. We also monitored quality closely through audits and regular feedback. But consistency isn’t just about rules — it’s about culture. At Moe’s, for example, every location embraced the “Welcome to Moe’s!” greeting. It became a signature part of the experience that didn’t cost anything but reinforced the culture. That combination of systems and culture was key to keeping the brand consistent as we grew.
What advice would Martin Sprock give to today’s restaurant founders about scaling?
A: My advice is to focus on building a concept that’s scalable from the start. That means simple operations, a menu that can be replicated, and a strong brand identity. Don’t rush into franchising just because you want to grow — make sure you’ve perfected your systems first. I’d also tell founders to invest in people. Surround yourself with great operators, support your franchisees, and never forget that culture drives success. Finally, be patient. Scaling takes time, and shortcuts often come back to hurt you. If you stay disciplined and true to your vision, you’ll set yourself up for sustainable growth.
Conclusion
Martin Sprock’s track record of turning single restaurants into national franchises offers valuable lessons for today’s entrepreneurs. From rigorous systems to strong franchisee support and a focus on culture, his approach demonstrates what it takes to grow successfully. For founders dreaming of expansion, Sprock’s insights provide both inspiration and a practical playbook for scaling from one store to hundreds.
