Experience. Talent. Dedication.

OUR TEAM

FPG is a full-stack consulting firm specializing in driving franchisee recruitment growth for franchisors. We know better than anyone that franchise marketing is very different from consumer marketing. We help franchisors and franchisees build iconic brands.


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What we do

We work with executive management teams to develop the strategies and tactics that enable franchisors to grow while strengthening franchisor-franchisee relations.

FPG does this by providing recruiting and digital marketing services that help brands attract franchisees who fit their culture and who have a strong likelihood of succeeding within the framework of the brand.

Our team has more than 120 years of combined franchising experience as franchise executives, multi-unit franchisees, recruiters and digital marketers.

FPG will analyze your brand, buyer archetypes, goals and budget to determine what platforms should be used and how.

We wrote the book on franchising — our founder has written five of them, actually, including the Amazon best-seller Street Smart Franchising. Get your free downloadable copy here. We have devoted our careers to helping franchisors master the art of building great brands that help franchisees achieve their goals.


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FPG includes a full digital marketing agency

that specializes in franchise recruitment, and uses modern marketing tools to help brands reach more buyers — not just leads. 

Our toolkit includes:

  • Google advertising (display, CPC and retargeting)
  • Bing advertising (CPC and retargeting)
  • Facebook advertising (display and retargeting)
  • LinkedIn advertising (sponsored content, InMail, and conversation-based ads)
  • Search Engine Optimization (SEO)
  • YouTube advertising Streaming Channel ads (Hulu, Pluto, Tubi, etc.)
  • Programmatic advertising Geo-targeting
  • Geo-targeting
  • Geo-fencing
  • Geo-framing
  • Copywriting
  • Video production
  • Lead nurture emails and texts
  • E-blasts
FPG will analyze your brand, buyer archetype, goals and budget to determine what platforms from this listing should be used and how.

Meet Our Team

MEET THE PEOPLE BEHIND THE BRAND

FPG has built a seasoned team of industry professionals who specialize in everything from sales and recruitment to lead generation and content creation. With over 120 years of combined franchise knowledge, we know what it takes to help brands succeed.

Joe Mathews, Founder and CEO

Joe has been in franchising sales and leadership roles since 1985, working with such companies as Subway, Fantastic Sams, Marco’s Pizza and many more. In 2002, Joe founded FPG to study and document what he calls franchising’s Winning Formula. He has written five books on franchising: Amazon.com best-seller Street Smart Franchising, The Franchise Sales Tipping Point, Developing Peak Performing Franchisees, How to Create a Franchise Sales Breakthrough. Guaranteed. and The Future of Franchising

He has also written or been featured in dozens of articles on franchising that have appeared in USA Today, Fortune, Businessweek, Working Woman, Wall Street Journal, Entrepreneur and more. Joe is the creator/instructor of two classes for the Institute of Certified Franchise Executives (ICFE) and wrote the ICFE study guide section on franchise sales and lead generation.

In his spare time, Joe is an aspiring pickleball champion and an expert teller of dad-jokes.

Obed Hernandez, Franchisee Recruitment Manager

Before joining FPG in 2017, Obed was working as a staff accountant. He was also a financial analyst.

At FPG, he helps walk candidates through the education and buying process to become franchisees (currently licensees for the licensor). His main goal is to make sure they are a good fit for the brand and that they fit the culture, purpose and values of that company. During his time at FPG, he has successfully worked with and landed deals for brands such as School of Rock, i9 Sports, Brain Balance, Costa Vida, Re-Bath and Narellan Pools. He excels at communication and creating a strong relationship with brands and candidates.

In his spare time, he likes to lift weights, play soccer, run and spend time with his wife, Taylor, their daughter and his sister.