The Franchise Times recently released its list of the “10 Top Brands to Buy” in 2026 as part of its annual Zor Awards. Several publications release these types of lists, and, as a prospective franchisee, it is important to make informed decisions about how much weight, if any, to give to a franchisor’s inclusion on (or exclusion from) any particular list of the “top” or “best” franchise brands. Keep reading for some important insights from national franchise attorney Jeffrey M. Goldstein.
A Closer Look At the Franchise Times’ “10 Top Brands to Buy” in 2026
For prospective franchisees, there are several important factors to consider when reviewing the Franchise Times’ list of the “10 Top Brands to Buy” in 2026. Most notably, these aren’t actually the top 10 scoring brands based on the publication’s analysis. Rather, they are the top-scoring brands in 10 different categories:
- Chicken wing franchises
- Bowl franchises
- Treats franchises
- Trampoline park franchises
- Specialty retail franchises
- Hair care franchises
- Senior care franchises
- Junk removal franchises
- Home improvement franchises
- Mexican food franchises
Obviously, there are many more categories of franchise concepts, and this alone is a major limiting factor for the Franchise Times’ “top 10” list. If a franchise did not fall into one of these 10 categories, then it was not eligible for inclusion, regardless of whether it would have otherwise qualified.
For its part, the Franchise Times acknowledges this up front. In explaining how it chose franchises for consideration as potential “top 10” candidates, the publication writes:
“We start by selecting 10 new industry categories, which are chosen to be popular and attractive to different types of franchisees (for example, those who have a passion for fitness or want to run a restaurant). We change these categories each year.”
The publication then explains how it selected the “top” franchise in each of its 10 categories. To be considered, a franchise must already be listed in the Franchise Times Top 400. The Franchise Times selects this list from 650 U.S.-based franchise systems that opt to be considered. The publication then “further narrow[s] the list by analyzing the quality of information in each brand’s Item 19 . . . or other key financial data, and also focusing on brands that are currently expanding within the United States.” Finally, “[t]o determine the winners, [the publication] conduct[s] a deeper dive into the finalist FDDs and publicly available financial metrics,” before talking to “experts in franchising” and considering the results of an online poll.
As this makes clear, the pool of potential candidates for inclusion in Franchise Times’ “top 10” list is far from comprehensive, and there is also significant subjectivity in the publication’s final selections. While this doesn’t necessarily mean that the franchises selected for inclusion are unqualified, it does mean that numerous brands that could be equally qualified—if not more so—were not considered.
Other “Top” and “Best” Franchise Lists Suffer From Similar Limitations
To be clear, these limitations are not unique to the Franchise Times’ Zor Awards. As we have discussed previously, what it means to be named a “top franchise” varies widely from one list to the next. In many cases, franchisor awards are pay-for-play, and it is unusual for any “top” or “best” franchise list to give full consideration to all prospective candidates.
As a prospective franchisee, what does this mean for you?
Ultimately, as with all aspects of the franchise buying process, you need to make your own informed decisions. Just because an industry publication has labeled a franchise concept as being among the “top” or “best” franchise brands, this does not mean that either: (i) the concept truly stands out among its peers; or (ii) it is the right choice for you.
If you can’t rely on these kinds of lists to identify potential franchise opportunities, how can you narrow down your options if you are thinking about buying a franchise? While every prospective franchisee’s circumstances are unique, the process generally involves:
- Identifying an Industry Segment that Interests You – For most prospective franchisees, it is important to focus on finding a specific industry segment that interests you. You will be spending a lot of time building and managing your franchise, so it can be important to have an interest in the products or services your franchise offers.
- Comparing Competing Franchise Brands – Once you have chosen a particular industry segment to target, you can start comparing competing franchise brands. If there are many competing brands, you can use this to further narrow your options.
- Gathering Information from Current and Former Franchisees – After identifying your top candidates, you can start reaching out to current and former franchisees. You should be able to find their contact information in each franchisor’s Franchise Disclosure Document (FDD).
- Attending a “Discovery Day” at the Franchisor’s Headquarters – Attending a discovery day is a key part of the due diligence process as well. Before you go, make sure you are prepared.
- Working with an Accountant and Franchise Consultant as Necessary – Many prospective franchisees will benefit from working with an accountant or a franchise consultant (or both) as they evaluate their options and assess the financial risks involved in buying a franchise.
- Hiring a Franchise Attorney to Review the FDD and Franchise Agreement – After identifying their top choice, all prospective franchisees should hire an experienced franchise attorney to conduct a franchise business review.
- Seeing if You Can Negotiate Reasonable Concessions – Franchise agreements are almost always heavily one-sided, and a franchisor’s willingness to negotiate reasonable concessions can often be a good litmus test for understanding what you can expect if you commit to moving forward.
Request a Free Initial Consultation with National Franchise Attorney Jeffrey M. Goldstein
Are you thinking about buying a franchise? If so, we invite you to contact us for more information. To request a free initial consultation with national franchise attorney Jeffrey M. Goldstein, please call 202-293-3947 or contact us online today.
