About the firm
A. B. C. — three letters, three edges.
ABC Franchise stands for what we bring to every mandate. A — Australian. We've spent two decades inside the Australian Franchising Code. B — Bowen. Senior partner, deal craft, recruitment funnels that actually move. C — Cong. Senior partner who personally owns and operates a chain brand — the rare consultant who's been on the other side of every conversation. The fourth edge: social-media-led franchise expansion that brings real qualified franchisees, not just inquiries.
01 · Approach
Operator-led, by design.
We are partner-led — every active engagement runs with Bowen, Cong, or one of them paired. The partner who hears your pitch is the partner who writes your strategy, opens your Disclosure Document, and sits across the table from your first franchisee.
The unfair advantage is that Cong personally owns and operates a chain brand alongside the consultancy. When a founder asks "what would you do if a franchisee walked back the deposit at week 11" — Cong has lived that conversation. Most franchise consultants in Australia have never run a venue, let alone a network.
We scale by saying no — to the brands that aren't ready, the founders who aren't sure, and the timetables that aren't honest. The result is a slower pipeline and a sharper engagement.
02 · How we choose
Fit over volume.
We work with brands where the unit model is real. Where the founder has lived inside the business long enough to know what it's like when no one shows up at six in the morning. Where there is something specific worth protecting — not just a logo, but a way of doing the thing.
Two locations done deliberately mean more to us than ten done by accident. We're less interested in the size of your network today than in the integrity of what you've already built.
03 · What we believe
Four convictions that shape every mandate.
A franchise is a system, not a sale.
The moment the first franchisee signs, you become a software company that ships food, fitness, or beauty. The system has to scale — the closing pitch doesn't.
Compliance is the floor, not the ceiling.
The Franchising Code gives you a licence to operate. Trust — operational, contractual, cultural — is what gives you a network.
Speed is a symptom.
Brands that recruit fast usually recruit badly. Selectivity is the only edge worth pricing into a recruitment funnel.
The franchisor and franchisee are partners.
When they behave as adversaries, the brand fails twice — once at the unit, once in the system. Everything we draft is written from that premise.
04 · Where we sit
Sydney, with one foot in Asia.
We are based in Sydney. Most of our work is in New South Wales; some of it is national; a small and growing share runs across the Tasman and into Greater China and Southeast Asia.
We can read the Australian Code of Conduct and a Mandarin-language master franchise term sheet. That second skill is rare in this market, and it shapes the kind of brands we are most useful to.
05 · Current engagements
Brands we represent right now.
F&B, healthcare, cross-border master franchise. Featured below are some of our founder-stage engagements; see all current opportunities.
If you think we might be a fit, write us a paragraph.
We respond within one business day. No pitch deck required — just enough for a partner to know whether the conversation is worth starting.