Discovery Day Franchise Guide | How to Prepare and What to Expect

Discovery Day is one of the most important steps in the franchise buying process. It is the moment when a potential franchisee meets the franchisor’s leadership team, tours the facilities, experiences the business firsthand, and evaluates whether the opportunity is the right fit. For many brands, Discovery Day is also seen as a Decision Day, where both sides determine if a partnership makes sense. Preparing properly ensures you make a strong impression and gather everything needed to make an informed investment decision.

What Is a Franchise Discovery Day?

Discovery Day is an organized event hosted by the franchisor for serious franchise candidates. It typically takes place at the brand’s corporate headquarters, although some companies also hold it at a nearby flagship franchise location. Depending on the franchise system, the format can vary. Some brands host group sessions with several candidates, while others offer private, one-on-one visits. Regardless of the setup, the purpose is the same: to give you an inside look into the company, the culture, and the people behind the brand.

What to Expect During Discovery Day

During your visit, you will meet the corporate team, explore the operations, and experience the brand at a deeper level. This may include touring the headquarters, walking through a franchised location, meeting existing franchise owners, and trying out the product or service. You will also have the chance to ask questions, review expectations, and learn more about the franchisor’s support structure. Discovery Day is a two-way evaluation. While you are assessing the franchise, the franchisor is also assessing whether you are qualified, committed, and aligned with their values.

Essential Discovery Day Preparation Checklist

Preparing ahead ensures you get the most value from this experience. Below are the key steps every candidate should complete.

Get Directions and Travel Information

Know exactly where the event is taking place and how long it will take to get there. This includes planning your route, understanding airport or transportation logistics, and arriving on time.

Reserve a Hotel Room if Needed

If the visit requires an overnight stay, book accommodations early. Ask the franchisor if they have preferred hotels or discounted rates for candidates.

Arrange Transportation to the Corporate Office

Plan your travel method in advance. Whether you are renting a car, taking a taxi, or using local transit, make sure your transportation is booked and confirmed.

Clarify Which Expenses the Franchisor Covers

Some franchisors reimburse part of the travel costs or offer stipends. Ask in advance what is covered so you can budget accordingly.

Keep All Receipts for Reimbursement or Tax Purposes

Save every receipt from your trip. These may be needed for reimbursement or deductible business expenses later.

Prepare a List of Unanswered Questions

Bring a list of remaining questions to discuss during your visit. This is your opportunity to clarify training, support, financials, territory rights, marketing programs, operations, or expectations.

Confirm the Appropriate Dress Code

Ask the franchisor what candidates typically wear. Professional, clean, and polished attire is always recommended unless told otherwise.

Bring a Certified Check if Required

Some franchisors accept a deposit or initial fee immediately after Discovery Day from candidates who decide to move forward. Ask ahead of time whether you should bring a certified check and the exact amount required.

Ensure All Disclosures Have Been Reviewed and Signed

Make sure any required documents, registrations, or disclosure acknowledgments are completed before attending. This shows professionalism and readiness.

All Decision Makers Should Attend Discovery Day

If you have a spouse, partner, or co-investor involved in the decision, they should attend the event as well. Franchisors often require this since the investment impacts the entire household or partnership.

Verify All Registration Forms Have Been Submitted

If the franchisor asked you to complete any forms or confirmations prior to the event, ensure everything has been submitted. This helps avoid delays and keeps the visit running smoothly.

Why Discovery Day Matters for Franchise Buyers

Discovery Day offers insights you cannot get from brochures, webinars, or phone calls. You see the franchise in real life, interact with the people who will support you, and gain clarity about the culture and expectations. It also allows the franchisor to confirm that you are a strong match for their system. When prepared properly, Discovery Day becomes a confident step toward deciding whether to invest in the franchise.