Why Franchisees are looking to Mississippi

For many prospective Franchisees, Mississippi is unfamiliar territory. It’s not always a market they know well, and it may not be on the shortlist of the states they want to move to.

That was the case for Steve Josue, who moved from California to become a Franchisee in Brandon, MS.

“What did I know about Mississippi?” he says. “I knew how to spell it and that was about it.”

Like many Franchisees evaluating a new opportunity, his understanding came through the process itself. He started asking questions, speaking with people in the market, and making visits to see it firsthand.

What stood out wasn’t a single factor, but a combination of things that became clearer with each visit: a powerful sense of community, a market where individual businesses are highly visible, and an environment where relationships play a meaningful role in day-to-day operations.

“You could see the potential,” Steve says. “You could see the community was looking for something new.”

For prospective Franchisees who spend time in the market and experience it directly, the decision becomes grounded in what they’ve seen and learned, not just what they assumed at the outset.

What Franchisees notice next is how quickly they become part of the community.

In smaller markets, that connection is immediate. Businesses are visible, relationships develop quickly, and people pay attention to who is investing in their area.

"The people here are very authentic, says Dr. Ricky Thigpen, the CEO of Visit Jackson.  When you come into Jackson and become a business owner, you become a part of our community. A part of our family.” 

That sense of connection shows up in everyday interactions. It’s reflected in how people engage with local businesses and with each other, whether it’s a conversation, a recommendation, or simply a small gesture of acknowledgment.

"In Jackson, we’re a waving community,  Dr. Thigpen says. If we’re too far to speak, we’ll at least give you a wave and a smile."

For Franchisees, that environment changes the nature of the role. Becoming a McDonald’s Franchisee in a place like Brandon, MS means being present, being known, and being part of something larger.

Steve saw that almost immediately after arriving.

“Wherever we go, people recognize us,” he says. “They’ll come up and say, ‘Thank you for being here.’ I didn’t expect that level of connection.”

In this kind of environment, the relationship between Franchisee and community becomes part of the business. It shapes how teams are built, how customers are served, and how growth takes hold over time.

That sense of connection is only part of the story. For Franchisees evaluating a new market, the business fundamentals still have to work.

In Mississippi, they often do.

“Business opportunities are making themselves more available in the Jackson area,” says Dr. Thigpen. “We’re a great value for businesses. The cost of living is lower, tax rates are reasonable, and there’s a strong understanding of how important growth is.”

That combination creates a different kind of entry point for Franchisees. Lower operating costs can translate into greater flexibility for investing in the business, building a team, or preparing for the future.

Access to talent is another factor. The region draws from a wide network of colleges and universities, contributing to a workforce that is both capable and rooted in the community.

“Our workforce is talented, dedicated, and understands hospitality,” Dr. Thigpen says. “That’s something that comes naturally here.”

From a financial perspective, prospective Franchisees also point to the importance of asking the right questions and understanding the full picture before making a move.

“You have to look at everything, from the cost of entry to cash flow, reinvestment, and the long-term potential of the market,” Steve explains. “You can’t be intimidated to ask those questions.”

For him, those answers pointed in a clear direction.

“I wanted to be in a place where there was room to grow,” he says. “That was the biggest factor.”

That combination of accessible costs, available talent, and visible growth potential creates conditions where Franchisees can establish themselves and begin building toward something larger.

For McDonald’s Franchisees, culture is not an abstract notion. It shows up in the people they hire and the way those teams interact with customers every day.

In Mississippi, that dynamic is often an advantage.

“Hospitality is something we don’t have to teach,” says Dr. Thigpen. “It’s who we are. It’s in our DNA.”

That baseline changes the starting point for Franchisees. Instead of building service culture from scratch, they’re often working with teams that already understand how to greet customers, respond appropriately, and create a welcoming environment.

“It makes a difference,” Dr. Thigpen adds. “You’ve got to have great food, but you also need people who treat customers the right way.”

That environment can influence everything from hiring to retention to the overall experience inside the restaurant. Teams tend to be more connected to the community they serve, and that connection carries through to customers.

In practical terms, it creates consistency, a vital quality in a business where small interactions add up over time.

Franchisees still bring their own standards, systems, and expectations. But in a market where service is already valued, those efforts have a foundation to build on.

That level of visibility becomes part of the day-to-day experience. Franchisees are present in their restaurants and in the community, and that presence doesn’t go unnoticed.

Customers respond to what they see. 

“We’ll make a small update, and people come in and talk about it,” Steve says, who painted a Grimace mural on one of his restaurants. “They’re paying attention.”

That kind of engagement creates a feedback loop that’s immediate and personal. Changes are noticed. Effort is recognized. The business becomes part of the community in a real way.

It also shapes how Franchisees approach growth. Being known locally brings a different level of responsibility and a different level of opportunity.

“You can’t do it without your people,” Steve says. “Whether it’s in the restaurant or out in the community, that connection matters.”

For McDonald’'s Franchisees looking to build something meaningful, Mississippi offers a place where business and community come together and where real connection shapes what comes next.