Franchises born on TikTok

A few years ago, few would have predicted that a short video on TikTok could lead to the creation of a brick-and-mortar business, let alone an entire franchise network. But as consumer habits evolve and attention spans shrink, social media has become the modern world’s most powerful marketing engine. TikTok, with over one billion users, has proven to be more than just an entertainment app. For some companies, it has been the spark behind explosive business growth — growth that has now been formalized and replicated through franchising.

Entrepreneurs looking for modern, fast-scaling opportunities are starting to pay attention to brands whose first customers discovered them not on the street, but through a screen. These businesses are often visually striking, youth-oriented, and heavily driven by social proof — ideal conditions for a viral franchise.

Viral desserts turned billion-dollar brand

One of the clearest examples of TikTok-powered franchising is Crumbl Cookies, a Utah-based company that turned its weekly rotating cookie menu into a national obsession. Launched in 2017, the brand used social media — particularly TikTok and Instagram Reels — to showcase behind-the-scenes baking, customer reactions, and close-ups of gooey, oversized cookies. Their content resonated with millions, and their follower base on TikTok alone has grown to over 9.6 million.

That attention quickly translated into foot traffic and then into a booming franchise model. Today, Crumbl has over 1,000 locations across the United States and is expanding into Canada. Their franchise offer is structured and well-supported. The total investment required to open a Crumbl location ranges from approximately $227,000 to $567,000, depending on the site and buildout. The franchise fee is $25,000. Franchisees receive full training, access to proprietary recipes and systems, support with location selection, and extensive marketing materials — much of it designed to continue the viral momentum online.

Applicants do not need previous foodservice experience, but strong management skills, a willingness to operate hands-on, and alignment with the company’s culture of quality and consistency are key.

Hot chicken, hotter content

Los Angeles-based The Red Chickz began as a local fried chicken restaurant with a spicy twist — but it was TikTok that set the brand on fire. Their videos, often showing crispy sandwiches and massive chicken tenders being prepared and served, began to gain millions of views. The appeal was both visual and visceral, and the brand embraced its online fame, translating it into a loyal customer base and a scalable restaurant model.

Franchising began as a response to high demand outside California. Interested investors can now apply to open a Red Chickz location, with total startup costs estimated between $364,000 and $1 million. The franchise fee is set at $40,000, and franchisees are expected to contribute to local marketing efforts, which often involve continued TikTok content creation with support from the brand’s creative team.

Franchisees benefit from site selection support, architectural design, full operational training, and continuous guidance, particularly in digital marketing and community building. The franchise is currently expanding across the United States, with interest beginning to emerge from European partners.

Tech-savvy franchising with social roots

Dodo Pizza, originally founded in Russia and now headquartered in the UK, has been another case of strong digital branding translating into international growth. While not born on TikTok, Dodo embraced a transparency-first approach to business that gained significant attention on platforms like YouTube, Instagram, and TikTok.

The company used storytelling and behind-the-scenes content to show how it builds its tech systems, supports franchisees, and creates its products. This openness gained a following among both customers and aspiring entrepreneurs.

To become a Dodo Pizza franchisee, the investment varies by country, but in European markets it typically ranges from €150,000 to €250,000, including the franchise fee. Franchise partners get access to Dodo’s proprietary IT platform, a mobile-first operations system, real-time analytics, and powerful branding assets. The company also offers tailored marketing strategies and localized support for international partners. Dodo currently operates in more than 15 countries and continues to look for master franchise partners in key European regions.

Social-first franchising

Franchising a viral brand may look different from traditional models. Many of these businesses rely heavily on social engagement, user-generated content, and brand authenticity. As a result, they seek franchisees who not only bring capital and operational skills but who also understand — or are willing to learn — the language of digital platforms.

For those interested in joining a social-first franchise, the application process usually begins with an online inquiry, followed by interviews, a review of financial qualifications, and participation in discovery days. Brands like Crumbl and The Red Chickz maintain structured franchise onboarding programs and look for individuals who can operate a unit successfully while aligning with the digital spirit of the brand.

While viral success on TikTok can’t be manufactured, it can be harnessed. For the right investor, joining a franchise that grew through social media may not just be a trendy move — it may be the most strategic decision of the decade.