Every year as Small Business Saturday approaches, I find myself returning to the same mission I’ve carried since 2011, the year after American Express introduced the now-iconic event. It was created to support the small, the local, the independent—the entrepreneurs who invest their savings, their time, and their dreams into a storefront on Main Street. And every year, I remind people that franchising belongs in that same conversation. In fact, it always has.

Despite the popular assumption, the vast majority of franchise locations are not owned by big corporations. They’re owned by individuals and families who have the same goals, the same commitment, and the same struggles as any mom-and-pop operator across America. They have mortgages and payroll to meet. They pour their life savings into buying a franchise the same way others pour their life savings into starting a business from scratch. They face the same sleepless nights, the same sacrifices, and the same emotional weight that comes with entrepreneurship. Yet when Small Business Saturday comes around, franchising is still treated like an outsider looking in.

For thirteen years now, franchising has been [somewhat] included—but with an asterisk. Certain restrictions, unclear guidelines, and inconsistent acceptance have kept many franchise owners from fully participating in a day that was created for exactly the kind of people they are. Some progress has been made, but nowhere near enough. Not when franchise owners are the very backbone of local economies. Not when they employ millions. Not when they serve communities daily with consistency, quality, and reliability. And not when their dollars circulate locally, supporting the same neighborhoods, schools, youth sports teams, and charities that every small business contributes to.

So here I am again, carrying my annual torch, doing what I’ve done every single year since the beginning: urging customers across America to shop small, shop local, and shop franchise. And while we’re at it, dine small, dine local, and dine franchise, too. Because these owners have families to feed. They have college educations to pay for. They have retirement accounts to rebuild. They have employees who depend on them. Their communities depend on them even more than most people realize.

This year, the message matters more than ever. With rising costs, competitive pressures, and an increasingly crowded marketplace, local franchise owners are fighting every bit as hard as independent operators to stay alive, stay relevant, and stay rooted in the communities they serve. They deserve to be recognized. They deserve to be supported. They deserve to be celebrated.

The International Franchise Association has given us a rallying cry: Franchise Means Local. And it does. Behind every franchise sign is a local owner whose name is on the lease. Behind every familiar brand is a family depending on that business to make ends meet. Behind every national system is a community-level operator delivering service, building relationships, and contributing to local life.

As we head into Small Business Saturday and the holiday season, this is our moment to elevate franchising into the spotlight where it belongs. Not in competition with independent small businesses, but standing right beside them. United by common goals, shared challenges, and the same entrepreneurial courage that built this country.

So… Shop small. Shop local. Shop franchise. Dine small. Dine local. Dine franchise. Support the people who support your community every day of the year. Let’s make this the season where franchising finally receives the recognition it deserves—not as a separate category, but as a core part of America’s small business fabric.

And yes, I’ll keep beating this drum every year until it happens. Because local franchise owners aren’t just part of the small business story—they are the story. And it’s time they’re seen that way.

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About the Author

Paul Segreto brings over forty years of real-world experience in franchising, restaurants, and small business growth. Recognized as one of the Top 100 Global Franchise and Small Business Influencers, Paul is the driving voice behind Acceler8Success Café, a daily content platform that inspires and informs thousands of entrepreneurs nationwide. A passionate advocate for ethical leadership and sustainable growth, Paul has dedicated his career to helping founders, franchise executives, and entrepreneurial families achieve clarity, balance, and lasting success through purpose-driven action.

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About Acceler8Success America

Acceler8Success America is a comprehensive business advisory and coaching platform dedicated to helping entrepreneurs, small business owners, and franchise professionals achieve The American Dream Accelerated.

Through a combination of strategic consulting, results-focused coaching, and empowering content, Acceler8Success America provides the tools, insights, and guidance needed to start, grow, and scale successfully in today’s fast-paced world.

With deep expertise in entrepreneurship, franchising, restaurants, and small business development, Acceler8Success America bridges experience and innovation, supporting current and aspiring entrepreneurs as they build sustainable businesses and lasting legacies across America.