Case study · Fundraising pitch deck

A franchise expansion story investors could read in four minutes

A multi-unit McDonald's franchise operator, engaged directly, needed investors to understand an expansion strategy that was buried in spreadsheets, benchmarks and dense text.

Raised

$2.8M

Industry

Quick-service restaurants

Engagement

Restructure + redesign

Audience

Expansion investors

Franchise expansion pitch deck slides — opportunity, expansion strategy, financial highlights and use of funds

The brief

An expansion strategy buried in spreadsheets, benchmarks and dense text, going in front of investors who would give it four minutes. The economics were strong — but the slide order made investors read operational detail before they believed the opportunity.

What we did

1 · Audit

Traced where the argument lost the reader. The economics were strong; the sequence buried them behind operational detail.

2 · Restructure

Moved the demand evidence forward. Investors need to believe the market before they will read the model.

3 · Simplify

Reduced the financial case to three numbers and one visual, readable in ten seconds.

4 · Visualise

Converted dense bullet slides into scannable visual systems with icons, photography and highlighted figures.

5 · Reposition

Reframed the offer from “a new store” to “a recession-resistant, high-yield community asset.”

Before / after

Value proposition slide before — seven plain bullet points — Before — seven bullets, no hierarchy

After

After — the same points, scannable in seconds

Core menu slide before — plain bullet list — Before — core menu facts as text

Core menu slide after — key figures, product photography and four growth pillars — After — two headline figures and four growth pillars

The result

$2.8M raised. Step 5 was the one that moved the outcome: same business, same numbers, a different understanding of what was being bought.

Outcome as reported by the client. Brand names are used to describe the client's franchise; this project is not affiliated with or endorsed by McDonald's Corporation.

A franchise expansion story investors could read in four minutes

The brief

What we did

Before / after

The result

Raising for expansion? Let's make the numbers land.