Ep. 262 | The Real Cost of Buying a Franchise in 2026
Think franchises are all burgers, fries, and regret? Rich Potter says you’re looking in the wrong aisle.
In this episode of The Liquid Lunch Project, Matt and Luigi sit down with Rich Potter, founder of Franchise Heroes, to talk about what franchising really looks like in 2026. Not the shiny brochure version. The real version.
Rich breaks down how franchise ownership works, what it costs, how people fund it, and why the right franchise can be a smart move for someone who is done letting corporate America hold the leash. They also dig into licensing vs. franchising, the truth about “business in a box,” and why senior care may be one of the biggest franchise opportunities sitting in plain sight.
🍸 What you'll hear in this episode:
Why franchising is way bigger than food and beverage
The difference between a franchise and a licensing agreement
What an FDD is and why you better read it
Typical franchise costs in 2026
Why many owners buy more than one territory
How SBA loans and ROBS funding come into play
Why “business in a box” still needs a real operator
What makes a franchisor worth betting on
How to turn an existing business into a franchise
Why senior care is getting Rich’s vote right now
💡 Notable Takeaway:
“You don’t have to reinvent the wheel. Just use what other people have done successfully and replicate it in your market, and you know, off to the races.”
👤 About our Guest:
Rich Potter is the founder of Franchise Heroes, where he helps people explore franchise ownership without the hype, smoke, or sales circus. He works with professionals in transition, veterans, and future business owners who want a real shot at building something that fits their life.
🎧 Why Listen:
Thinking about buying a franchise, leaving corporate life, or turning your own business into a franchise model? Hit play before you sign anything, wire money, or tell your boss where to park their quarterly review.
🔗 Links + Stuff
Franchise Heroes: https://franchiseheroes.co
Substack: https://franchiseheroes.substack.com/
📬 Want more than just the podcast?
Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy...without the noise.
Subscribe here: 👉https://theweeklyfromshieldadvisory.substack.com/
💼 Need funding or working capital?
If today’s conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.
Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.
👉 Book a free 15-minute call here: https://shorturl.at/LwxsA
📲 Connect with the hosts
Follow along for behind-the-scenes clips, commentary, and things that don’t make it into the episode.
• Matt Meehan:https://www.instagram.com/matthew.r.meehan
• Luigi Rosabianca:https://www.instagram.com/luigi_rosabianca
• The Liquid Lunch Project:https://www.instagram.com/theliquidlunchproject/
💬 One last thing
Know a business owner who would appreciate this conversation?
Send them the episode. That’s how this show grows.
