Franchise ‘Research’ is Becoming Too Easy

Thanks to the internet-and as of late, AI, franchise research is becoming way too easy.

But, is it really “research” that today’s aspiring franchise owners are doing?

Let’s find out.

Key Takeaways

Easy franchise research feels like a gift. You type a prompt, you get a detailed breakdown, and it looks like you’ve done your homework. But you haven’t.

AI tools can hallucinate data, pull from outdated sources, and they don’t know you from Adam. They can’t tell you if the CEO actually cares about franchisee profitability. They can’t tell you if the support team at headquarters is stretched thin. And they sure can’t replace a real conversation with a franchisee who will level with you.

Here’s the move.

Use AI to get your bearings on a franchise opportunity. Then stop treating it like a finish line.

The real research starts when you pick up the phone and call franchisees. Not one or two. 10-15 of them. You visit a location. You attend a Discovery Day. You hire a franchise attorney to go through the FDD with you line by line. That’s how you protect a $200,000 investment.

Remember, machines give you a starting point. Human beings…in this case existing franchisees, give you the truth.

Are You Researching Franchises Like This?

Look how easy it’s become to do franchise research.

Pull up ChatGPT and type in the following:

“Tell me about the “Window Gang” franchise opportunity. Give me earnings information, legal issues if there are any, number of franchisees, and then tell me if it is a good franchise to own.”

The fact is, more and more prospective franchisees are doing it this way. And the reason is simple.

It’s easy.

Now check out the result below.

Note: I randomly came up with Window Gang as a franchise opportunity to use in this example. I don’t know much about the company or the opportunity. And they did cite several resources, but I’m not including them here.

Easy Franchise Research and the Results From a ChatGPT Prompt

The following information comes courtesy of ChatGPT, after I entered the prompt I showed you above:

Window Gang Franchise: A Deep-Dive Review

Window Gang Franchise Opportunity

Overview

Window Gang is an exterior cleaning franchise specializing in:

• Window cleaning
• Pressure washing
• Gutter cleaning
• Dryer vent cleaning
• Soft washing
• Other residential and commercial exterior maintenance services

The company was founded in 1986 and began franchising in 1996. It is now part of Premium Service Brands, which owns several home-service franchise brands. Window Gang has over 50 operating locations according to the franchisor, though independent FDD-analysis sources show a larger system size.

Investment

According to 2025 FDD data:

Compared to many home-service franchises, the investment is relatively moderate because there is typically no retail storefront, no inventory burden, and limited real estate costs.

Earnings Information (Item 19)

This is where things get interesting.

One independent analysis of the 2025 FDD reports:

“No Item 19 disclosed.”

Meaning Window Gang did not provide a Financial Performance Representation (FPR) in its 2025 FDD.

However, another FDD-analysis source indicates revenue information may be included in Item 19.

Because of this discrepancy, I would not rely on third-party summaries.

What I’d Ask For

If you were my franchise evaluation client, I’d insist on:

1. The latest FDD
2. Item 19 data (if available)
3. Revenue data from at least 10 franchisees
4. Validation calls with:
   • New franchisees
   • Mid-level performers
   • Top performers
   • Franchisees who recently exited

Without that information, any earnings discussion is speculation.

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Number of Franchisees

The exact count varies by source.

Recent data suggests:

• Approximately 46 franchised units
• Approximately 46 company-owned units
• Total system size around 92 locations

Another source references a system of over 50 locations.

The most reliable figure is likely the Item 20 data showing roughly 92 total units.

Litigation and Legal Issues

I found no major public litigation pattern involving Window Gang itself.

That’s a positive sign.

However:

• The franchise agreement reportedly discloses several litigation matters (one analysis cites seven cases without indicating severity).
• I found no evidence of widespread franchisee lawsuits, regulatory actions, or franchisee revolts that would raise immediate red flags.

That said, every prospective buyer should have a franchise attorney review:

• Item 3 (Litigation)
• Item 20 (Franchisee turnover)
• Franchise Agreement provisions

What I Like About Window Gang

Recurring Need

• Windows get dirty
• Gutters clog
• Pressure washing is recurring
• This isn’t a fad business

Recession Resistance

Even during slower economies, commercial property owners and many homeowners still require maintenance services.

It is more resilient than many retail concepts.

Multiple Revenue Streams

A Window Gang owner isn’t dependent on a single service.

A customer may purchase:

• Window cleaning
• Gutter cleaning
• Pressure washing
• Dryer vent cleaning

This increases average ticket value.

Low Overhead

Compared with:

• Restaurants
• Fitness franchises
• Retail franchises

the operating model is simpler.

No food spoilage.
No expensive leases.
No large employee counts.

What I Don’t Like

Labor Dependence

You’re still running a service business.

The biggest challenge is:

• Hiring
• Training
• Retaining technicians

This is often harder than selling the work.

Local Competition

In virtually every market, you’ll compete with:

• Independent window cleaners
• Pressure washing companies
• Small owner-operators

Many compete primarily on price.

Owner Involvement

While semi-absentee ownership may be possible, this is not truly passive income.

The strongest operators usually become excellent sales and management leaders.

My Franchise Buyer Score

Using the criteria I typically apply to home-service franchises:

Overall Grade: B+

Is Window Gang a Good Franchise to Own?

Potentially yes.

I would rank it above many food franchises and above most trendy consumer concepts.

What I like most is that it sits in a boring-but-necessary category. Historically, boring franchises often outperform exciting franchises because demand is predictable.

The deciding factor would not be the brand itself—it would be:

1. The quality of the territory.
2. The local competition.
3. The franchisee validation calls.
4. The actual unit economics.

The franchise appears to have a healthier risk profile than many restaurant franchises, but I would not move forward without seeing current Item 19 data (if available) and speaking with at least 10 franchisees.

Not bad, right? Especially since it’s pretty easy to just type in a request.

Did you notice how ChatGPT uses “I” a lot.

As in, “What I like most is that it sits in a boring-but-necessary category.”

Like it’s a person.

Keep reading.

Franchise Research Truths: What ChatGPT Can’t Tell You About a Franchise Company

As easy as it is to use AI for “research” about franchises, AI tools like ChatGPT can’t tell you about some of the most important things about a franchisor. Like:

• Does the CEO care about franchisee profitability?
• Do the franchisees like the company culture?
• Does headquarters have enough staff to support franchisees?
• Does a private equity firm own the company?
• Is the franchisor selling too many franchises?
• Is franchisee training to-notch?

Those are super-important things for aspiring franchisees to know.

And you can’t find out about them unless you engage with headquarters and talk and visit with existing franchisees.

Using Chat GPT to Research Franchises Isn’t Real Franchise Research

Look, I’m all for using online resources.

Specifically, proven franchise resources that have a reputation for providing factual, no-spin information (ahem). Specifically ones that have been around for a long time.

ChatGPT, Gemini, or Perplexity haven’t been around long.

And while they’re growing in popularity, and are good tools for many things, I wouldn’t trust an AI platform to do research for a potential $200,000 (or more) franchise investment. Why?

For starters, the information may be wrong.

The fact is, AI can hallucinate.

Of course the numbers given may be old. Especially if the AI tool you’re using is citing questionable sources. Or ones that don’t update their information a lot.

Secondly, tools like ChatGPT don’t know you. They’re freaking machines!

Even if you type in stuff like, “I want to buy a franchise, but I’m a low-risk person and my net worth isn’t very high.” Or, something like that.

Now, you can put in pretty specific things like “I’m a low-risk, married 46- year-old-man who wants to buy a franchise. My net worth is $350,000. I’m not sure if I should buy a franchise or apply for a new job somewhere. What should I do? “

Granted, ChatGPT may provide some ideas and specific ways to determine what you may want to do, but again, YOU ARE COMMUNICATING WITH A MACHINE.

The Good News About Using AI Tools

The good news about using AI tools when you’re researching franchises is that there may be some good suggestions included in the responses you get.

In this case, at the bottom of the response from ChatGPT about Window Gang, it states, “I would not move forward without seeing current Item 19 data (if available) and speaking with at least 10 franchisees.”

Those are wonderful, useful suggestions. But, I would add this.

If Item 19 of the newest FDD does include franchisee earnings, that’s fine. Just don’t only rely on them. Ask the franchisees you call if the numbers are legitimate. And aim for 10-15 franchisees to contact.

Get Free FDD’s Here

The Bottom Line Concerning Easy Franchise Research

When it comes to doing franchise opportunity research, use all the tools you can.

For example, here’s the proven tool I created, and it only costs $30.

A word of caution.

If you only rely on things like ChatGPT and other online sources to form your opinion on franchises to own, you’re literally rolling the dice.

With that in mind, the way I would use AI is to get basic information on the franchises you find.

But first, use places like Franchise Direct (strategic partner) to find some franchise opportunities you can afford and can potentially see yourself owning. Then request information.

Next, once you get the information-or even while you’re waiting to hear back from the franchise reps, head over to an AI platform, type in some basic prompts, and see what comes up. Use search engines too. Then, use that information as a starting point.

Then, once you get the information you requested from franchise headquarters, have a conversation with the franchise rep. Ask some questions.

If, after that conversation, you’re still interested in the franchise opportunity, go through their process.

Then, if you like what you hear along the way, start doing your research.

Real research. Like:

• Talking to a lot of franchisees research
• Visiting a franchise location or two research
• Contacting a couple of lenders research
• Attending a Discovery Day research

And if all goes well, hire a franchise attorney to go over what you’ve learned and to look over the FDD and the franchise agreement.

In a nutshell, you need to use human interaction more than machine interaction.

For the best chance of success as the owner of a franchise business.