Beyond The Brand Franchising partners with new, emerging, and existing franchisors to grow through franchising, licensing, CPG, and strategic expansion — the right and honorable way, without unnecessary complexity or cost.
Beyond The Brand Franchising operates as a true partner — working alongside leadership teams to build internal capabilities, keep growth within their own four walls, and avoid long-term dependency on outside consultants.
We provide practical, cost-effective, and honorable guidance that allows brands to expand through franchising, licensing, CPG, and strategic growth models — without unnecessary complexity or excessive consulting costs.
We collaborate with a network of respected industry professionals — including franchise attorneys, marketers, and operators — to deliver high-quality work that is both effective and cost-conscious.
Real-world franchise expertise without bloated overhead. We've been in the seat at every level of this industry.
We work alongside your team to build internal capabilities — not dependency on us. We work ourselves out of a job on purpose.
Transparent consulting rooted in integrity. We give you straight answers, fair pricing, and advice in your best interest — always.
We build the frameworks, programs, and processes that allow your franchise to operate consistently at unit 1 and still work at unit 50.
From launching your first franchise to scaling a national program — we meet you where you are and help you grow the right way.
Our core offering for brands ready to franchise for the first time. Includes an in-person or virtual consultation to understand your business deeply, followed by full development of your operations manual, training program, sales playbook, and marketing materials. We also connect you with vetted franchise attorneys to structure your FDD correctly and affordably — so you're compliant and protected from day one.
Core OfferingHands-on coaching for new franchisors who need ongoing support across all areas of their business — from sales and operations to candidate vetting and franchisee onboarding. Our goal is to help you sell your first 3–5 franchises, build your internal capabilities, and grow without relying on outside support long-term. We work ourselves out of a job on purpose.
Ongoing SupportFull-service franchise sales for brands that are scaling. We act as your outsourced development team — handling lead generation, candidate qualification, deal flow, discovery days, and closing. Led by Michael Lassen, with nearly two decades of franchise development and sales experience across retail, service, and the restaurant space (full service, fast casual, and QSR). Best suited for brands with 3–5 or more units already operating.
For Growing BrandsFor brands ready to grow beyond brick-and-mortar into consumer packaged goods or new distribution channels. Jimmy Feeman brings direct CPG experience helping brands identify co-manufacturing partners, navigate supply chain, develop retail-ready products, and build the infrastructure to scale a physical product line — alongside or independent of a franchise program.
CPG & RetailWe connect brands with the right people — qualified franchise operators, capital partners, experienced franchise attorneys, and specialized marketers who understand the franchise space. Our network is built on trusted relationships with proven professionals who work with integrity and won't overcharge.
Network AccessNot ready to engage yet? We still want to help. The Behind the Food Podcast — hosted by Jimmy Feeman — covers the real conversations in franchising and brand building. Download our free eBook on becoming a franchisor. Follow us on LinkedIn for ongoing insights. No paywall, no pitch — just useful content for brands at every stage.
FreeEverything you need to launch a compliant, sales-ready franchise program — built around your brand's DNA.
Ongoing coaching across sales, operations, and growth — designed to help you sell your first 3–5 franchises and build independence.
Full-service franchise development for growing brands ready to scale their sales pipeline and close more deals.
Standalone consulting for specific strategic needs outside of core franchise development.
85+ years of combined experience across franchise development, sales, operations, CPG, and brand marketing — brought together under one roof.
Jimmy Feeman is a franchise development strategist and CPG consultant with deep experience helping emerging brands build the operational and commercial infrastructure needed to scale. His background spans franchise program development, go-to-market strategy, consumer packaged goods, and co-manufacturing — giving him a rare ability to support brands whether they're expanding through franchising, retail, or both. Jimmy is the host of the Behind the Food Podcast, where he brings honest, experienced-backed conversations to founders and operators navigating growth. He co-founded Beyond The Brand Franchising to give emerging brands access to the kind of strategic guidance that has historically only been available to larger, more established companies.
Michael Lassen is a franchise development executive and former multi-unit franchise owner with nearly two decades of experience across franchise sales, operations, and brand development. His career spans the retail, service, and restaurant sectors — including full service, fast casual, and QSR concepts. Michael served as Vice President of Franchise Development at Franchise Dynamics, where he directly sold hundreds of franchise agreements and built high-performing development pipelines for brands at every stage of growth. His unique combination of franchisee and franchisor experience gives him an unmatched perspective on what it actually takes to sell and support franchise growth. Michael co-founded Beyond The Brand Franchising to bring that expertise directly to emerging brands that deserve better than the industry's typical overpriced, underperforming consulting model.
📸 Partner photos coming soon
Mistie Boulton is an operations and training specialist who works alongside the Beyond The Brand team on Franchisor Launch engagements. She brings hands-on experience developing the operational frameworks, training programs, and compliance standards that allow franchise systems to run consistently across multiple locations. Mistie's work is central to ensuring that every brand we launch is operationally sound from day one.
Kassia Thormahlen leads the marketing and creative work within our Franchisor Launch engagements. She specializes in franchise marketing and brand collateral — developing the sales brochures, visual assets, and brand materials that help new franchisors present their opportunity professionally and compellingly. Kassia brings both creative and strategic depth, ensuring that every brand we launch looks and communicates like the category leader it's becoming.
We're collecting stories from the brands we've worked with. Check back soon — or reach out directly and we'll connect you with references from our clients.
Book a free 30-minute call with Jimmy and Michael. We'll give you an honest read on whether franchising is the right move, what it would cost, and what a path forward looks like — no pitch, no pressure.
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We believe in giving value before asking for anything. Our free eBook and the Behind the Food Podcast cover the real conversations about franchising — what it takes, what it costs, and what mistakes to avoid before you spend a dollar.
Schedule a free call with Jimmy and Michael. No pitch, no pressure — just an honest conversation about your brand.
Prefer to reach out directly? Drop us a message or find us at any of the links below. We respond within 1 business day.