Essential Questions to Ask at a Franchise Discovery Day

By UKFO Editorial · 18 August 2026

Attending a franchise discovery day is a crucial step in your journey to becoming a franchisee. Knowing the right questions to ask can significantly impact your decision-making process and future success. This guide helps you prepare for this vital event.

Your Guide to the Franchise Discovery Day: The Questions You Must Ask

You have waded through the glossy brochures, scrutinised the franchise prospectus, and had promising initial calls with the recruitment manager. Now, you have been invited to the inner sanctum: the Franchise Discovery Day. This is a pivotal moment in your journey. It is not merely a formality; it is your opportunity to conduct rigorous due diligence, look the senior team in the eye, and decide if this business is truly the right fit for your future.

In the UK, where the franchising industry is largely self-regulated, the onus is on you, the prospective franchisee, to ask the tough questions. Unlike in the US, we do not have a mandatory Franchise Disclosure Document (FDD). The information you receive is what the franchisor chooses to provide. Therefore, the Discovery Day is your chance to fill in the gaps and verify the claims. Treating this day as a two-way interview is paramount. You are assessing them just as much as they are assessing you. Arrive prepared, and you will leave with clarity.

Questions About the Business Model and Operations

This is where you drill down into the nuts and bolts of the business. You need to move beyond the high-level concept and understand what running this franchise will feel like day-to-day. A successful franchise is built on proven, efficient systems.

Understanding the Day-to-Day Reality

The franchisor will present an idealised version of the business. Your job is to understand the reality, warts and all. Focus on the practicalities of the role.

What does a typical day, week, and month look like for a franchisee at different stages of their business (e.g., launch, year one, year five)?
What is the precise role of the franchisee? Will I be hands-on delivering the service, managing staff, or focused on sales and marketing?
What are the key performance indicators (KPIs) that successful franchisees focus on?
How much time is typically spent on administrative tasks versus income-generating activities?
What are the most common operational challenges franchisees face, and how does the network overcome them?

Technology and Systems

Modern franchises rely heavily on technology for everything from booking to billing. These systems should make your life easier, not more complicated. Probe the specifics of the tech stack.

What proprietary software, CRMs, or booking systems are used? Can I see a demonstration?
Is the technology developed in-house or by a third party? How is it supported and updated?
What are the costs associated with the technology licence, and are they included in the ongoing fees?
How does the system handle customer data, and does it comply with UK GDPR regulations?

Supply Chain and Product Management

For many franchises, particularly in the food, retail, and product-based sectors, the supply chain is the lifeblood of the business. You need to understand the costs, quality, and control.

Are there mandated suppliers for products, equipment, or services?
What are the mark-ups or rebates on these supplies? Does the franchisor profit from the supply chain?
How are stock levels managed and what systems are in place for ordering?
How is quality control maintained across the network, both in products and service delivery?

Questions About Financial Performance and Fees

This is often the most difficult part of the conversation, but it is the most critical. You must have a crystal-clear understanding of the investment, the ongoing costs, and the potential returns. Do not be shy; this is your financial future at stake.

The Total Investment and What It Covers

The initial franchise fee is just one part of the equation. You need a complete picture of the total capital required to get your business open and trading.

Could you provide a detailed, itemised breakdown of the total investment cost? This should include the franchise fee, training, equipment, stock, premises fit-out, and launch marketing.
Specifically, what does the initial franchise fee cover? Does it include training for me and my staff, launch support, or access to software?
What is the recommended amount for working capital, and how was this figure calculated?
Are there any known 'hidden' or frequently overlooked costs that new franchisees encounter?
Do you have established relationships with UK banks or lenders that specialise in franchise finance?

Ongoing Fees and Profitability

Your long-term success depends on profitability. Understanding the ongoing fee structure and the realistic earning potential is non-negotiable.

How is the ongoing Management Service Fee (or royalty) calculated? Is it a fixed fee or a percentage of turnover/profit?
Is there a separate National Marketing Levy? How is that fund administered, and what visibility will I have on its spending?
What is the average break-even point for a new franchisee in terms of months and turnover?
What are the average net profit margins for franchisees in the network after all fees and costs?
Can you provide anonymised financial performance data (e.g., turnover and profit & loss accounts) for franchisees at year one, year three, and beyond?

Questions About Training, Support, and the Network

You are not just buying a brand; you are buying into a support system. The quality of the training and ongoing support can be the difference between success and failure. A strong, collaborative network is a sign of a healthy franchise.

Initial and Ongoing Training

The initial training programme should equip you with everything you need to launch confidently. But learning doesn't stop there.

Please describe the initial training programme in detail. How long is it, where is it held, and what does the curriculum cover (operations, sales, finance, marketing)?
Is there a cost for this training, or is it included in the franchise fee? What about accommodation and travel?
What support is provided in the immediate pre-launch and post-launch period? Will someone from Head Office be with me on the ground?
What does the ongoing training and professional development plan look like? How do you keep franchisees updated on best practices and industry changes?

Head Office Support Structure

When you have a problem at 8pm on a Friday night, who do you call? Understand the structure and accessibility of the support team.

Who will be my primary point of contact at Head Office? What is their background and experience?
What is the ratio of support staff to franchisees?
How does the franchisor support franchisees who are underperforming or struggling?
How are disputes between the franchisee and franchisor resolved? Is there a formal process?

The Franchisee Network

The best source of honest information is often your potential peers. A good franchisor will be transparent and encourage you to speak with existing franchisees.

What is the franchisee turnover or failure rate over the last five years?
How do you foster communication and collaboration within the franchisee network? Are there regular meetings, forums, or an annual conference?
Crucially: May I have a list of all current franchisees, including their contact details, so I can conduct my own validation calls?
Am I also able to speak with a few franchisees who have recently left the system?

Questions About the Legal and Long-Term Picture

A franchise agreement is a long-term legal commitment. Before you engage a solicitor to review the document, you should understand the key commercial terms and your exit strategy.

The Franchise Agreement

This legally binding contract governs your relationship. Ask high-level questions now to avoid surprises later.

What is the standard term of the franchise agreement (e.g., 5 or 10 years)?
What are the rights and costs associated with renewing the agreement at the end of the term?
Under what conditions can the franchisor terminate the agreement? And what are my rights to terminate it?
What are the post-termination restrictions regarding competition and soliciting former customers?

Territory and Exit Strategy

Understand the boundaries of your business and how you can eventually realise the value you have built.

Is my territory exclusive? How is it defined (e.g., by postcodes, population, drive time)?
What happens with leads that originate from outside my territory, or internet-based sales?
What is the process for selling my franchise business? Does the franchisor have the first right of refusal to buy it back?
What are the costs associated with a resale (e.g., a transfer fee or a percentage of the sale price)?

Beyond the Questions: Your Final Assessment

A Discovery Day is also about observation. Pay attention to the culture of the head office. Do the team seem passionate, professional, and supportive? Does the founder's vision still permeate the business? If you meet other franchisees, is their relationship with the franchisor one of a respectful partnership or something more strained?

Finally, trust your gut. After asking these questions and absorbing the atmosphere, you need to ask yourself the most important question of all: "Can I see myself working in partnership with these people for the next ten years?" If the answer is a resounding yes, you may just have found your franchise opportunity.