From hustling out of a small gas station in Dunwoody, Georgia, to serving up the most iconic food item in Mercedes-Benz Stadium, Derrick Hayes is changing the culture of the franchise industry. Derrick founded Big Dave's Cheesesteaks to honor his late father and build a lasting legacy for his children. Today, it ranks among the top fast-casual concepts in America.

In this episode of the Franchise Whispering podcast, host Bob McKay talks with Derrick about the grind, the vision, and the immense patience required to build an authentic brand. Derrick shares the strategic moves that fueled his growth—including a pivotal supply chain deal with Philadelphia's famous Amoroso bakery—and explains why he believes the community, not the founder, truly owns a brand.

Whether you are an aspiring franchisee or a seasoned business owner, Derrick’s story of bringing Allen Iverson-level swagger and authenticity to the restaurant space will leave you inspired to get to work.

Key Takeaways

• The Gas Station Grind: How embracing the struggle of operating out of a tiny convenience store taught Derrick the hardest and most valuable lessons in business.
• Supply Chain as Marketing: Why partnering with Amoroso rolls wasn't just about food costs, but a crucial marketing strategy to guarantee authentic Philly flavor worldwide.
• The True Brand Owners: Why the community has the biggest voice in your company, and how giving back during crises (like COVID-19) builds unbreakable brand loyalty.
• Cultivating Internal Leadership: How to incentivize employees with phantom equity, peer reviews, and cross-training to maintain an incredible 4.9-star standard across locations.
• A Culture Shift: How Derrick and his wife (founder of Slutty Vegan) lean on each other to scale their empires, and why he channels his idol, Allen Iverson, to do things his own way in the fast-casual space.

Join the Conversation

Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI.

If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table.

Stay Connected:

• Official Website: FranchiseMarketingNews.com
• The Podcast: Listen to More Episodes
• LinkedIn: Connect with Bob McKay

Have a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com].

© 2026 Franchise Marketing News. Whispering the truth, delivering the results.

How do you take a brand with cult-like status and scale it to 400 locations without losing its edge? On this episode, host Bob McKay sits down with Brandon Rhoten, the marketing mind behind Wendy's viral Twitter roasts and the current CMO fueling explosive growth at Dave's Hot Chicken.

Brandon explains why he ignores vanity metrics in favor of strict foot-traffic attribution, why Dave's relies on raw User-Generated Content (UGC) over polished influencer ads, and how to overcome the 300-unit growth plateau. Whether you are an emerging franchisor or seasoned CMO, this is a must-listen!

Key Takeaways

• Art in Service of Commerce: Why creative campaigns only matter if they drive traffic and same-store sales.
• The 300-Location Plateau: Why scaling brands stall out and how to pivot when legacy marketing channels hit diminishing returns.
• Menu as Marketing: Using intentional menu innovation—like the Cauliflower "Not Chicken" sandwich—to unlock new customer occasions.
• UGC > Influencers: Ditching highly-produced corporate ads for raw customer reactions to maintain brand authenticity.
• Foot Traffic Attribution: Why your P&L is the only metric that matters, and how to track footfall from channels like Connected TV (CTV).

Standout Quote

About Our Guest

Brandon Rhoten is the CMO at Dave’s Hot Chicken. A veteran of franchise marketing, he has driven massive brand evolution for industry heavyweights like Wendy’s, Papa John’s, and Potbelly.

Host: Bob McKay, Franchise Marketing News

Join the Conversation

Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI.

If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table.

Stay Connected:

• Official Website: FranchiseMarketingNews.com
• The Podcast: Listen to More Episodes
• LinkedIn: Connect with Bob McKay

Have a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com].

© 2026 Franchise Marketing News. Whispering the truth, delivering the results.

Ever wonder why once you get into the franchise industry, you never want to leave? On this episode of the Franchise Whispering Podcast, host Bob McKay sits down with Ashley Mitchell, a seasoned franchise marketing expert and fractional CMO. From her early days doing local marketing for the Walt Disney Company to scaling brands like Goldfish Swim School, East Coast Wings & Grill, and Sammy’s Sliders, Ashley brings a masterclass in franchise growth.

Ashley unpacks the unique challenges of the franchisor/franchisee dynamic, explains why the menu is your most powerful marketing tool, and shares the clinical approach her team at Zorability uses to determine if a brand—and its founder—are truly "franchisable."

Whether you are an emerging franchisor trying to untangle your tech stack or a seasoned marketer looking for fresh LTO (Limited Time Offer) strategies, this episode is packed with actionable insights!

Key Takeaways

• The "Franchise Bug": Why the collaborative, unicorn-like nature of the franchise community keeps top talent locked in.
• Balancing the Zor/Zee Dynamic: How to give franchisees a "big enough box" to localize their business while fiercely protecting the core brand.
• Menu as Marketing: The difference between meticulously data-driven LTOs and opportunistic, highly-shareable "stunt" menu items.
• Inside the Franchise Incubator: A look at how Zorability’s pod system diagnoses brands and scales them across supply chain, tech, and marketing.
• Tech Stack Truths: Why chasing "shiny object" software can cripple an emerging brand, and the absolute necessity of parent-child system architecture.
• Leadership & Trust: Ashley’s transparent, anti-micromanagement philosophy for building high-performing teams.

Standout Quote

About Our Guest

Ashley Mitchell is a Board Member for Franchise Marketing News and an experienced Fractional CMO. She works with a diverse portfolio of brands, including East Coast Wings & Grill, Sammy's Sliders, and Zorability (The Franchise Incubator). Known for her deep understanding of unit-level economics and franchisee relations, Ashley is a powerhouse in driving franchise marketing success.

Join the Conversation

Thanks for tuning in to the Franchise Whispering Podcast, published by Franchise Marketing News. Our mission is to elevate the franchise marketing conversation by aligning franchisors and franchisees around Intelligence, Impact, and ROI.

If you found value in today’s episode, please subscribe on your favorite platform and leave us a review. Your support helps us continue to bring the brightest minds in franchising to the table.

Stay Connected:

• Official Website: FranchiseMarketingNews.com
• The Podcast: Listen to More Episodes
• LinkedIn: Connect with Bob McKay

Have a topic you want us to whisper about? Reach out to our team at [Matt@franchisemarketingnews.com].

© 2026 Franchise Marketing News. Whispering the truth, delivering the results.