Britain’s aspiring business owners are increasingly leaving the traditional 9-5 behind in favour of greater freedom and flexibility, rather than simply chasing a bigger pay packet, according to findings from the EF100 2027 survey.
Of the 97 franchisors who took part, 62% say prospective franchisees are primarily motivated by the opportunity to be their own boss (34%), enjoy a better work-life balance (14%) or have greater flexibility (13%). Just 7% identify higher earning potential as the main reason people enquire about their franchise, meaning lifestyle motivations outweigh financial ones by almost nine to one. It’s a case of freedom over fortune.
Importantly, this appears to be a proactive decision rather than a last resort. Just 2% of franchisors say enquiries are driven by redundancy or job insecurity, while almost a quarter (23%) identify a planned career change as the main motivation.
The findings also suggest franchising is becoming an increasingly popular option for those looking for a midlife career reset. More than half of franchisors (55%) say people aged 40-49 make up their largest franchisee recruitment group, rising to almost two thirds (64%) when those aged 50-59 are included. A further quarter (25%) say 30-39-year-olds are their biggest recruitment group. For many, these are people with two decades of employment behind them who still want to work hard, but on their own terms.
“The traditional 9-5 simply isn’t working for a growing number of people, particularly those in their 40s and 50s who have spent years building careers for someone else,” says Jodie Marsh, Commercial Director of Elite Franchise. “What we’re seeing is a real shift in what people want from work. They want control over their time and the chance to build something of their own. Franchising gives them a way to do that with the backing of a proven business model and a support network behind them.”
However, the survey also highlights that greater freedom comes with its own responsibilities. Asked which qualities are hardest to find in prospective franchisees, franchisors most frequently identified commercial awareness (20%) and realistic expectations (19%), followed by resilience (13%) and financial literacy (11%).
“Being your own boss is incredibly rewarding, but it isn’t a shortcut to an easy life,” adds Jodie. “The franchisees who thrive are the ones who go in with their eyes open, understand the commercial side of running a business and are prepared to put the work in. The very best franchisors are honest about that from the first conversation, and that’s exactly the kind of standard the EF100 recognises.”
Despite ongoing economic challenges, confidence across the franchising sector remains strong. Almost nine in 10 franchisors (89%) expect their network to grow, with a third (33%) forecasting significant growth. Just one respondent expects their network to shrink.
The UK’s leading franchise brands will be revealed when Elite Franchise publishes the EF100 2027 league table on Friday 4 December.
Now in its 10th year, the EF100 ranks the country’s top franchisors against an eight-point scoring system, assessing areas such as financial performance, network growth, franchisee support, innovation and community contribution. Brands making the Top 100 will be invited to the EF100 awards ceremony on Thursday 11 March 2027, where this year’s winners will be announced.
Key takeaways
- 62% of franchisors say prospective franchisees are primarily motivated by being their own boss, work-life balance or flexibility.
- More than half of franchisors (55%) say people aged 40-49 make up their largest franchisee recruitment group.
- Almost nine in 10 franchisors (89%) expect their network to grow.
