How can a franchisee maintain the same level of quality and connection when scaling from a single location to being a multi-unit, multi-brand operator (MUMBO)?

In this episode of Owl’s Edge podcast, host Susan Black-Beth sits down with Mitch Cohen, a franchise veteran who has lived the journey from the inside for nearly forty years. From his start as a Baskin Robbins franchisee to scaling into multi-unit, multi-brand operations with brands like Dunkin’ and Jersey Mike’s, Mitch shares the hard-earned wisdom of what it takes to grow.

Susan and Mitch discuss the reality of operational excellence, why the guest doesn’t care how many stores you own, and why your biggest investment must always be in your people.

Key Themes Include:

• Why walking the floor is the most important data point for a multi-unit operator

• How to ensure the guest experience remains consistent whether you own one store or fifty

• Learn the 1% difference that separates a surviving system from a thriving one

• Why investment in people and training precede the desire for rapid expansion

Practical Insights for Success

For Operators (Franchisors & Franchisees)

• Focus on Local Store Marketing: The most successful operators are those who are deeply involved in their local communities and build relationships at the neighborhood level.

• Shift from Managing to Leading: You have to move from being the one doing the work to the one empowering and training others to do the work at a high level.

For Investors (Private Equity, Family Offices, Independent Sponsors)

• Look for Operator-Led Expertise: When evaluating a brand, seek out advisors who have lived it and understand the nuances of unit-level economics and franchisee relations.

• Assess the Health of the Support System: Ensure the franchisor is reinvesting in the tools and training necessary for multi-unit operators to succeed.

ABOUT MITCH COHEN:

Mitch Cohen is someone who has lived the franchise journey from the inside for nearly four decades. Mitch began as a Baskin-Robbins franchisee, eventually becoming one of the first operators to scale into a multi-unit, multi-brand Dunkin’ and Baskin-Robbins franchisee in New York. Today Mitch operates Jersey Mike’s locations on Long Island, is developing Sola Salon Suites, and is a founding partner at PerforMax Franchisee Advisors, where he and his business partners support brands and franchisees in building healthier systems. Mitch serves on the board of the International Franchise Association and is the Chairman of the 2026 Multi-Unit Franchise Conference.

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If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today. @AuspiciousOwlGroup

Show Notes:

Follow Auspicious Owl Group on LinkedIn

https://www.linkedin.com/company/auspicious-owl-group/

Connect with Susan Black-Beth on LinkedIn

https://www.linkedin.com/in/susan-e-blackbeth/

Connect with Mitch Cohen on LinkedIn

Mitch Cohen | LinkedIn