For franchisees, this is changing the role a brand or proposition can realistically play. A concept that performs well at lunch may not automatically translate to breakfast or late evening. Meanwhile, trying to stretch a brand to meet all consumer missions at all points of the day may not just miss the mark, but it could have a negative experience across all day parts. After all, a negative consumer experience is one between the consumer and the brand, not the consumer and the daypart. 

Today’s consumers want unique experiences that are underpinned by shared characteristics such as great value, familiarity and comfort, and quality. Meanwhile, their needs differ by occasion, and increasingly, they expect operators to recognise that. For franchisees, this creates a predicament for growth: can a single brand realistically meet the needs of all consumers and purchasing occasions? 

We believe the simple answer to that question is no. So, what is the solution? We believe that is where the multi brand model takes centre stage. 

 

Rather than asking one brand to stretch across multiple occasions, and have the operational nous and marketing muscle, a multi-brand approach brings together a portfolio of complementary concepts. Each brand can be hyper-focused in serving a specific moment in the day or meeting specific consumer need, but together they create a powerful combination. Breakfast-led brands, lunch-focused offers and late-night menus sit alongside each other, allowing operators to build a more comprehensive and relevant proposition across all dayparts. 

The key benefit for franchisees adopting a multi-brand approach is its ability to create more opportunities to trade consistently throughout the day. Instead of relying on narrow windows of peak demand, operators can capture multiple revenue streams to increase frequency, deliver greater return on their investments, and unlock opportunities to drive profitable growth. 

 

Importantly, a multi-brand approach does not require a more complex operation for franchisees. Well-designed multi-brand systems are built around a shared kitchen set-up. Menus are developed to use common ingredients and equipment and training is standardised. This means franchisees can introduce additional brands without duplicating cost or significantly increasing labour requirements.

The model also offers flexibility and a platform for innovation. Franchisees can choose to introduce a single additional concept to strengthen a specific daypart or operate multiple brands from the same kitchen to build a full day-part offer. This allows franchisees to ‘bolt-on’ menu options, creating even greater opportunities for a franchisee to deliver a significant return based on their local market and customer base. Meanwhile, by adopting several brands, operators can experiment and ‘test and learn’ with new flavours, ideas, and menu items to constantly evolve the overall portfolio of brands; each acts as a sandbox to better understand the changing needs of consumers. 

In practical terms, a multi-brand approach is less about expansion and more about meaningful and impactful optimisation. It allows franchisees to make better use of existing space, labour and demand patterns, while aligning more closely to the wants and needs of today’s consumer.

 

More importantly, it is a model that works. Operators using multi-brand models are seeing growth driven by increased customer volumes and stronger like-for-like sales across different parts of the day. Eatphoria, the pioneering multi-brand hybrid restaurant group, has built its model around this principle. For more than a decade, it has operated a portfolio of unique and differentiated brands from a single, simple kitchen set-up, enabling franchisees to trade throughout all dayparts and drive profitability.

Its platform is designed to combine operational simplicity with commercial relevance. Brands are developed to share ingredients, equipment and training, allowing partners to expand their food offering while keeping operations streamlined and cost-efficient. Alongside its flagship brand Wraps & Wings, part of Eatphoria, the Group’s portfolio includes concepts such as Eggsquisite, Holy Bagel and Mad About Doner, each aligned to different occasions across the day.

 

For franchisees looking to grow in a more competitive and fragmented market, a multi-brand model provides a blueprint for unlocking profitable returns, creating fantastic customers experiences, and driving scale.