Batteries Plus Taps HOTDISH to Overhaul Franchise Recruitment Strategy

Event summary

  • Batteries Plus partners with franchise marketing agency HOTDISH to enhance lead generation and multi-unit growth
  • Strategic collaboration aims to refine digital channels, advertising, and candidate communications
  • Campaign rollout expected to begin in summer 2026 following initial learning phase
  • Batteries Plus operates over 800 locations across 50 states and Puerto Rico
  • Joe Malmuth, Chief Development Officer, leads the initiative

The big picture

Batteries Plus is doubling down on franchise development as it seeks to capitalize on its recession-resistant business model. The partnership with HOTDISH reflects a broader industry trend of franchise brands investing in specialized marketing agencies to differentiate themselves in a competitive landscape. With over 800 locations, the company's focus on multi-unit operators could accelerate its national footprint, particularly in underserved markets.

What we're watching

Multi-Unit Focus
How effectively Batteries Plus attracts and converts sophisticated multi-unit operators through the new strategy
Campaign Execution
The pace at which HOTDISH implements and refines the cohesive marketing strategy across all channels
Lead Quality
Whether the refined value proposition and messaging will improve the quality of franchise candidates