About ABC
The senior team.
A small group of practitioners who have spent careers inside Australian franchising — as operators, as advisers, as legal counsel. You'll work with us directly, not with an account manager.
ABC = three letters, three edges
ABC Franchise isn't named after the alphabet. It's named after what we bring. A for Australian — two decades inside the Code. B for Bowen — deal craft, recruitment design. C for Cong — the consultant who also personally runs a chain brand. Plus the fourth edge: social-media-led franchisee recruitment.
Senior Partner · Deal craft
Bowen
Deal architecture & recruitment funnels
Senior partner. Lead on commercial structuring, franchise-agreement design, and the qualification funnels that convert inbound interest into signed franchisees. The partner most likely to be in the room when a 3-store package gets negotiated.
Senior Partner · Operator-as-consultant
Cong
Chain operator + franchise advisory
Senior partner. The unfair advantage in the room. Cong personally owns and operates a chain brand alongside the consultancy — the rare franchise consultant who's lived through every conversation on the other side. When a founder asks "what happens when a franchisee walks back the deposit at week 11" — Cong has been there.
The fourth edge
Social-media-driven franchisee recruitment.
Most franchise consultants stop at the documentation. We don't. Every brand we represent gets a structured social-media-led recruitment engine — Instagram, Xiaohongshu, TikTok, WeChat where relevant. The result: qualified franchisee leads who already know your brand voice and product before the first call, not cold inquiries that waste partner time.
How we work together
On any active engagement you'll have a lead partner accountable end-to-end, plus the specialist partners pulled in for their specific layer of the work (legal, sales, operations). We don't hand-off to junior associates between phases. The person who started your project finishes it.