The idea of 10X growth has taken hold of the entrepreneurial world, especially online. It has become the go-to phrase for anyone selling a system, strategy, or service that promises explosive growth. And yes, in theory, 10X is possible. But as an experienced restaurant and franchise professional, I can tell you this: applying the 10X philosophy to a restaurant business, particularly one that is confined to four walls and onsite service, requires a healthy dose of realism and a deep understanding of logistics, infrastructure, and operational feasibility.

Let’s start with the restaurant model itself. Unlike a small manufacturer or a business with a salesforce and scalable inventory, a restaurant’s business is bound by physical constraints. Customers must come to you. They must park, walk in, sit down, be served, and consume food on the premises. The number of tables and chairs, the size of the kitchen, the capability of the equipment, and the parking lot itself all determine capacity. These are not digital downloads or SaaS subscriptions. This is a brick and mortar operation that requires tangible logistics at every level.

So when someone throws out the idea of 10Xing your restaurant, let’s walk through what that really means.

For most restaurants, a 10X increase in volume is not as simple as marketing harder or extending hours. It is not a matter of just adding staff. That level of growth likely demands additional cooking equipment, an expanded line, more refrigeration, possibly more fryers or ovens. You will need increased seating capacity and a larger dining area to accommodate a higher volume of guests. That usually means construction, either a renovation or expansion. And if your building is maxed out on its real estate footprint, you are up against zoning laws, landlord restrictions, and local ordinances. It becomes a massive project before you ever serve another customer.

And then there is the human element. Hiring and training a team capable of supporting a 10X operation is a tall order. Employee turnover in the restaurant business is notoriously high. Imagine trying to scale that across a tenfold increase in volume while maintaining consistency, speed, quality, and guest experience. The logistics become layered and complex very quickly.

Can a restaurant get there? Sure. But it takes time, capital, strategic partnerships, and the right location or multiple locations. And that is the key. Most restaurants that reach 10X growth do so through multi-unit expansion, not by trying to force more revenue through the same four walls.

Which brings us to the other shiny object being sold online: franchising. You will often hear something like, if you have a one million dollar restaurant, franchising can turn it into a three million dollar brand. And again, it can. But just like weight loss ads that promise you will drop one hundred pounds if you join a gym, it is technically true, but it is rarely the result for most.

Franchising is not a shortcut. It is not a cash grab. It is a complex business model that requires an entirely new layer of your business. To franchise successfully, you are no longer just running a restaurant. You are supporting franchisees. That means having systems in place, documented operations, a training infrastructure, supply chain strategy, brand standards, marketing support, legal compliance, and financial models. If you cannot yet hand someone the keys to your model and guide them to success, you are not ready to franchise.

That’s why I often advise restaurant operators to first understand why they shouldn’t franchise—at least not yet, and maybe not ever. It’s not to discourage the dream, but to ensure the foundation is solid enough to support the weight of both the vision and the investment.

Franchising should be the result of operational excellence and proven replicability, not the answer to financial strain or a fast track to empire building. If your restaurant is not generating solid profits, if your processes are not locked in, or if your team cannot run the place without you being there around the clock, franchising will not fix that. In fact, it will expose it.

So, back to the central question. Can a restaurant 10X its business? Yes, with the right model, resources, and roadmap, it can. Can an independent restaurant become a successful franchise brand worth millions? Again, yes, but not without significant effort, investment, and responsibility.

The problem lies in how these outcomes are being presented. When development professionals or so-called growth experts dangle these promises without context, they lure hopeful operators into making big moves with incomplete information. That is not just misleading, it runs counter to responsible franchising. The goal should be long term sustainability, not short term hype.

Dream big, yes. Plan smart, absolutely. But chase scale with eyes wide open. Because in the restaurant world, every growth milestone, whether through 10X sales or franchising, must be earned, not imagined.

Make today a great day. Make it happen. Make it count!

About the Author

With more than 40 years of experience in small business, restaurant, and franchise management, marketing, and development, Paul Segreto is a respected expert in the entrepreneurial world, dedicated to helping others achieve success. Whether you’re an aspiring or current entrepreneur in need of guidance, support, or simply a conversation, you can connect with Paul at paul@acceler8success.com.

About Acceler8Success Group

Acceler8Success Group empowers entrepreneurs and business leaders with personalized coaching, strategic guidance, and a results-driven approach. Whether launching, scaling, or optimizing a business, we provide the tools, mentorship, and resources to drive long-term success.