27 Questions to Ask Franchisees (Validation Call Questionnaire)

Every franchise sales process eventually points you toward a handful of happy owners willing to get on the phone. That’s not validation, that’s a reference list, and the two are not the same thing. Real validation means working from the full franchisee contact list the franchisor must give you, calling more people than feels convenient, and asking questions specific enough that a scripted answer stands out from a real one.

This is a list of 27 questions, grouped into four categories, built to get past the easy answers, and if you would rather bring a printable version with room to write down each answer, our franchisee validation call script is a printable companion built around the same categories, with room to write each answer down. Before the questions, we cover where the contact list actually comes from and how to use it, because most of the value in a validation call gets lost when buyers only talk to the three names a franchisor hands them first. Use it as a franchisee questionnaire for your validation calls.

This guide draws on FDD disclosure requirements and published validation-call practice from franchise attorneys and consultants, cited throughout. Nothing here tells you what you’d earn. Under the FTC Franchise Rule, a franchisor’s financial performance claims belong in Item 19 (with two narrow exceptions in 436.5(s): actual records of an existing outlet you are considering buying, or a supplement to Item 19 such as possible performance at a particular location), and our Item 19 guide covers why that specific item matters so much. Alongside franchisee interviews, ask your accountant to review the franchisor’s financial statements in Item 21.

Where the franchisee list actually comes from

You don’t have to ask a franchisor’s sales team for names. Item 20 of the Franchise Disclosure Document, titled Outlets and Franchisee Information, requires the franchisor to disclose the names of all current franchisees and the address and telephone number of each of their outlets (16 CFR 436.5(t)(4)). The rule also lets a franchisor instead list only the franchised outlets in the state where you are buying; if that comes to fewer than 100, it must add outlets from contiguous states and then the next closest states until at least 100 outlets are listed. So the list you get may be the whole system or a regional slice, and it is worth asking which.

Item 20 also requires two categories of former franchisees: anyone who left the system through termination, non-renewal, or ceasing operations in the most recent fiscal year, and anyone the franchisor lost contact with for ten or more weeks before the document was issued. Former franchisees have to be listed with name, city, state, and current business phone number. The FDD is also required to carry a specific warning next to that list: if you buy the franchise and later leave, your own contact information may be disclosed to future prospects the same way.

That’s the list to work from, not a shortlist a sales rep emails you after your first call. The SBA’s own guidance on FDD review calls Item 20 one of the most valuable sections in the entire document for exactly this reason: it converts a sales pitch into a list of people who already wrote the check you’re considering writing.

If you are looking for an existing location to buy, see where franchise resales are listed.

How to run the calls before you dial

Pull the Item 20 list and build a call sheet that mixes newer owners with owners who’ve been in the system three-plus years, different states or metro types, and single-unit owners alongside anyone who’s opened a second or third location. A pattern that only shows up in one region or one age cohort tells you something different than a pattern that shows up everywhere.

For current and former franchisees, the FTC’s consumer guide advises: “Visit or phone as many of them as possible to chat about their experiences.” Budget time for both initial calls and follow-ups. Franchise Sidekick, a franchise consultancy, advises asking the same key questions of three to five owners. That is the publisher’s recommendation, not an FTC minimum or a reason to stop calling.

Ask the same core questions of every person you reach. That’s what lets you compare answers instead of collecting anecdotes. When three unrelated owners in three different states give you the same answer to “how long until you were cash flow positive,” that number is worth far more than any single owner’s story, good or bad.

Questions about the money

Nobody has to show you their financials, and many owners won’t. Ask anyway. The ones willing to talk numbers, even loosely, are usually your best source for what Item 19 in the FDD doesn’t cover, since Item 19 describes a defined past period for some group of outlets, not what any one specific person actually experienced.

1. What was your gross revenue in your first full year, roughly, and how does that compare to what you expected going in?
2. How long did it take before the business was cash flow positive, covering its own bills without money from you?
3. What does your total ongoing cost look like once royalty, ad fund contributions, rent, and labor are all counted, not just the royalty percentage on its own?
4. Have any of your costs come in meaningfully higher than what the FDD’s Item 7 investment range led you to expect?
5. Do you feel the royalty fee is worth what you get back from the franchisor for it? Our royalty fee guide breaks down what that percentage is actually paying for across brands.
6. Has the franchisor ever changed fees, required purchases, or supplier terms after you signed, in a way that affected your margin?
7. If you needed financing to open, did you use an SBA-backed loan, and did the franchisor’s FDD registration status make that process easier or harder?

Questions about day-to-day operations

This is where you learn what the business actually feels like to run, separate from what the discovery day presentation showed you.

8. How many hours a week are you personally putting into the business right now, and has that number gone up or down since you opened?
9. Can this business run without you on-site day to day, and if so, how hard was it to find and keep a manager who could handle it?
10. What does a typical week look like, including nights, weekends, and whatever the slow season looks like for this business?
11. What was the single biggest operational surprise in your first year, the thing nobody mentioned before you signed?
12. How difficult has hiring and keeping staff been, and has that changed over the time you’ve owned the location?
13. How long did it actually take from signing your agreement to opening your doors, compared to what the franchisor told you to expect?
14. If you could change one thing about how you run the day-to-day business, independent of the franchisor, what would it be?

Questions about the franchisor relationship

This category tells you what kind of partner you’re signing up with for the length of your agreement, which for most systems runs a decade or more.

15. Did the training and opening support the franchisor provided actually prepare you for your first few months of operating?
16. How responsive is the corporate team when you have a real problem, not a routine question?
17. Has the franchisor made changes, new products, new equipment requirements, new marketing mandates, that you had no say in and that cost you money to implement?
18. How does the franchisor handle field visits or inspections, and do you find them useful or just a compliance exercise?
19. Is there an active franchisee advisory council or association, and does the franchisor actually listen to it?
20. Have you seen the franchisor open company-owned locations or approve new franchisees near enough to your territory to affect your business?
21. How does the franchisor communicate systemwide performance data, if at all, so you can see how your unit compares to the rest of the system?
22. If a dispute came up between you and the franchisor, how was it handled, and did the franchise agreement’s dispute process feel fair in practice?

Questions about regrets and reflection

Save these for the end of the call, once the person is talking freely instead of giving you the version they’d give a stranger.

23. Knowing everything you know now, would you buy this franchise again? Why or why not?
24. What’s the biggest mistake you made getting into or running this business, the one you’d tell a friend to avoid?
25. Are you aware of other franchisees in the system who left unhappy, and do you know why, if you’re comfortable sharing?
26. Were there any real, pleasant surprises, something better than you expected going in?
27. If you were sitting where I’m sitting right now, deciding whether to sign, what would you ask me to look at that I haven’t asked about yet?

That last question often produces one of the most useful answers on the call, because it hands the framing back to the person with the most direct experience of the exact decision you’re making.

Take these 27 questions into your calls

Get the printable validation-call script by email, with room to log each owner's answers side by side. Plus the due-diligence kit.

Email addressSend me the kit

Optional: connect me with a vetted franchise-development partner if I match what they're looking for. FranchiseFeast may be paid a referral fee for this. It is never required to get what you asked for, and you can withdraw at any time.Your background (optional)Prefer not to sayCorporate or executive backgroundEntrepreneur, no food experience yetI already operate multiple unitsSomething else

Company

The kit is educational only, not legal or financial advice. By subscribing you agree to ourterms and privacy policy. How we're paid, including referral fees:affiliate & referral disclosure.

Reading the answers, not just collecting them

A single bad call doesn’t sink a franchise, and a single glowing call doesn’t clear one either. Look for patterns across conversations and follow up on differences. If three separate owners in three separate states independently tell you support drops off after the first ninety days, that’s a system-level fact, not one person’s bad luck. If answers vary wildly by region, that’s useful too. It tells you outcomes here depend heavily on local market conditions, which changes what questions you should be asking about your specific market before you sign.

Watch for scripted-sounding answers delivered the same way by multiple people, especially if a franchisor set up the introduction. That doesn’t automatically mean the answer is false, but it’s worth following up with a more specific question the person would have to answer from actual experience rather than a talking point. Also watch for anyone who mentions being unable to discuss certain topics. If your FDD disclosed that some franchisees signed confidentiality provisions, that’s exactly what you’d expect to hear from someone under one, and it’s worth flagging for whoever is helping you review the FDD.

Cross-reference what you hear against the document itself. If several franchisees you interview describe closures or a wave of departures that doesn’t match Item 20’s tables, raise that gap directly, either with the franchisor or a franchise attorney, before you sign anything. Our FDD reading guide walks through how Item 20’s turnover tables work and what a concerning pattern looks like in the numbers themselves. For disclosed litigation, see the Item 3 guide.

What validation calls can’t tell you

Franchisee interviews are the best source you have for what the business feels like day to day, but they have real limits. A franchisee can tell you only what they earned, in their market, with their costs, on their schedule. Treat every number you hear as one data point from one operator, not a projection for your location. For the total investment picture across brands before you start calling, our cost breakdown is a useful starting point alongside whatever the franchisor’s own Item 7 table shows you.

Validation calls also can’t replace a lawyer’s read of the franchise agreement, and they can’t replace your own math on whether the investment range in Item 7 fits your actual budget and risk tolerance. They’re one input, an important one, in a decision that should also include a full FDD read and a franchise attorney’s review before you sign. For how we source and check the figures across this site, see our editorial methodology.

The bottom line

The franchisor’s sales team wants you to talk to happy franchisees. That’s normal, not sinister, but it’s also not the whole list. Pull the actual Item 20 disclosure, build a call sheet that spans regions and tenure, and ask the same 27 questions across enough conversations that patterns start showing up on their own. The owners who already wrote the check you’re considering are the closest thing to a test drive this decision offers you. Use the full list, not just the names you were handed first.