Franchising has long recruited veterans, who bring the discipline, leadership and comfort with a set system that franchisors look for. Many franchisors belong to VetFran, a program of the International Franchise Association that encourages discounts for veterans. What the discount actually is varies widely, and broker lists rarely say. The brands below state it in the terms of their franchise fee.
Franchises that discount the fee for veterans
The most searched first. Each row gives the standard franchise fee and the veteran terms as the brand states them. Other brands may offer a discount on request without writing it into the fee terms, so it is always worth asking.
| Brand | Franchise fee | Veteran terms |
|---|---|---|
| Massage EnvyMassageFee $45,000 | $45,000 | $36,000 for a veteran's first |
| SubwaySandwichFee $15,000 | $15,000 | $7,500 for additional restaurants and for qualifying U.S. veterans |
| Little CaesarsPizzaFee $20,000 | $20,000 | $5,000 less for a U.S. military veteran's first restaurant |
| Anytime FitnessGymFee $42,500 | $42,500 | Lower for veterans and existing franchisees |
| Tropical Smoothie CafeSmoothieFee $35,000 | $35,000 | $17,500 for qualified veterans |
| Ace HardwareRetailFee $5,000 | $5,000 | Waived for conversions and qualifying veterans |
| Club PilatesPilates and barreFee $65,000 | $65,000 | $48,750 for qualifying veterans |
| Home InsteadHome care and senior careFee $54,000 | $54,000 | 20% off for qualifying veterans |
| Marco's PizzaPizzaFee $25,000 | $25,000 | Discounted for qualifying first responders and veterans |
| CinnabonBakeryFee $35,500 | $35,500 | $20,000 for qualifying veterans |
| Jet's PizzaPizzaFee $30,000 | $30,000 | $15,000 for franchisees at least 20% owned by a military veteran or service member |
| JambaSmoothieFee $35,500 | $35,500 | $20,000 for qualifying veterans |
| Stretch ZoneFitnessFee $59,500 | $59,500 | $53,550 for veterans |
| The Learning ExperienceDaycareFee $60,000 | $60,000 | Less under the military veterans program |
| CarvelIce creamFee $35,500 | $35,500 | $20,000 for qualifying veterans |
| My Salon SuiteSalonFee $50,000 | $50,000 | $25,000 for qualifying veterans and first responders |
| Pure BarrePilates and barreFee $60,000 | $60,000 | $45,000 for qualifying veterans |
| Senior HelpersHome care and senior careFee $55,000 to $75,000 | $55,000 to $75,000 | 15% off for veterans |
| KilwinsIce creamFee $45,000 | $45,000 | $10,000 off for qualifying veterans |
| Primrose SchoolsDaycareFee $80,000 | $80,000 | $50,000 for a veteran's first school |
| Code NinjasEducationFee $45,000 | $45,000 | 10% off for qualified veterans |
| Bruster's Real Ice CreamIce creamFee $40,000 | $40,000 | $20,000 for additional stores and for veterans |
| Camp Bow WowDog daycareFee $50,000 | $50,000 | $25,000 for qualifying veterans |
| Edible ArrangementsRetailFee $30,000 | $30,000 | $20,000 for veterans |
| The Joint ChiropracticMassageFee $39,900 | $39,900 | $33,900 for veterans |
| Moe's Southwest GrillMexican foodFee $35,500 | $35,500 | $20,000 for qualifying veterans |
| Snap FitnessGymFee $39,500 | $39,500 | $34,500 for existing franchisees and qualifying veterans |
| Grease MonkeyOil changeFee $39,900 | $39,900 | $29,900 for veterans and first responders |
| Tommy's Express Car WashCar washFee $50,000 | $50,000 | $10,000 off for veterans |
| ScenthoundDog groomingFee $49,900 | $49,900 | $5,000 off for qualifying veterans and first responders |
| U.S. LawnsLawn careFee $49,000 | $49,000 | $44,000 for veterans |
| V's BarbershopBarbershopFee $40,000 | $40,000 | $36,000 for a second shop or for veterans |
| 360cleanCommercial cleaningFee $25,000 | $25,000 | Discounted for honorably discharged veterans |
| Aroma Joe'sCoffeeFee $25,000 | $25,000 | With reduced fees for qualified additional shops and $12,500 for honorably discharged veterans |
| Avendelle Assisted LivingHome care and senior careFee $40,000 | $40,000 | Veterans get a 10% discount |
| Barrel HouseRestaurantFee $40,000 | $40,000 | $5,000 off for honorably discharged veterans |
| Beyond Juicery + EaterySmoothieFee $30,000 | $30,000 | Discounted for honorably discharged veterans |
| Biggby CoffeeBreakfastFee $20,000 | $20,000 | $10,000 for military service members |
| Blank MasonEntertainmentFee $28,000 | $28,000 | $23,800 for an honorably discharged veteran's first franchise |
| BreadlessSandwichFee $45,000 | $45,000 | Reduced for veterans |
| Bud's PlaceEntertainmentFee $75,000 | $75,000 | Or $65,000 for U.S. military veterans and $72,500 for a second or third lounge |
| California PoolsHome serviceFee $45,000 | $45,000 | 10% off for veterans and first responders |
| Cedar Pest ControlPest controlFee $50,000 | $50,000 | Discount for honorably discharged U.S. military veterans |
| Chef Pam's KitchenEntertainmentFee $40,000 | $40,000 | Veterans get $5,000 off |
| Chicken Strips and DipsChickenFee $5,000 | $5,000 | 20% off for military members and veterans |
| CortzSportsFee $50,000 | $50,000 | 20% off the first unit for veterans and first responders |
| Costa OilOil changeFee $54,900 | $54,900 | Veterans and first responders get $5,000 off |
| Craft LoftEntertainmentFee $50,000 | $50,000 | $35,000 for U.S. military veterans |
| Dakota LondonSalonFee $49,500 | $49,500 | Veterans get $4,950 off |
| DES Employment GroupStaffingFee $39,000 | $39,000 | $5,000 off for veterans, first responders and staffing professionals |
| Dill DinkersSportsFee $50,000 | $50,000 | Honorably discharged veterans get 10% off the first fee |
| District DogsDog daycareFee $49,000 | $49,000 | 10% off for veterans |
| Eggs Up GrillBreakfastFee $45,000 | $45,000 | Veterans get a discount |
| Fit Body ForeverFitnessFee $57,600 | $57,600 | Discounted for veterans and first responders |
| Friendly'sBreakfastFee $30,000 | $30,000 | 50% off the first restaurant for military veterans and first responders |
| Garbanzo Mediterranean FreshFast foodFee $35,000 | $35,000 | Active military members and honorably discharged veterans get 25% off. |
| Go Go CurryFast foodFee $49,000 | $49,000 | $4,900 less for honorably discharged veterans |
| iLoveKickboxingGymFee $24,900 | $24,900 | Veterans pay $21,165 for their first |
| Koibito PokeFast foodFee $30,000 | $30,000 | With discounts for veterans and others |
| MOTW Coffee & PastriesBakeryFee $50,000 | $50,000 | Veterans get $5,000 off a first franchise |
| NEXTAFFStaffingFee $49,000 | $49,000 | With lower fees for employees of an existing office and for veterans |
| One River SchoolEducationFee $45,000 | $45,000 | 15% off for veterans |
| Parker-Anderson EnrichmentMobileFee $25,900 to $35,900 | $25,900 to $35,900 | 10% off for veterans |
| PrideStaffStaffingFee $40,000 | $40,000 | $20,000 for qualified military veterans |
| ProfileHealth and wellnessFee $49,500 | $49,500 | $44,500 for veterans and active-duty service members |
| S&T PizzaPizzaFee $10,000 | $10,000 | $9,000 for veterans, teachers and first responders |
| Scissors & ScotchBarbershopFee $50,000 | $50,000 | Military veterans get $5,000 off |
| Slick CityEntertainmentFee $75,000 | $75,000 | Qualifying veterans receive a $10,000 reduction |
| Sugaring LASalonFee $60,000 | $60,000 | Reduced for veterans |
| Superior Play SystemsEntertainmentFee $40,000 | $40,000 | 20% less for honorably discharged veterans |
| Sweet & SassyEntertainmentFee $49,500 | $49,500 | With an $18,000 discount for U.S. veterans |
| Taim Mediterranean KitchenFast foodFee $35,000 | $35,000 | 10% off for veterans |
| Tempur-PedicRetailFee $75,000 | $75,000 | Honorably discharged veterans get a discount. |
| The BudlongChickenFee $35,000 | $35,000 | Discounted for veterans |
| The Exercise CoachGymFee $49,500 | $49,500 | Qualified veterans pay $44,550. |
| The Look Salon SuitesReal estateFee $55,000 | $55,000 | $10,000 off the first studio for veterans and first responders |
| The Sports BraRestaurantFee $55,000 | $55,000 | Eligible veterans, service members and first responders may receive a 10% reduction |
| TootlMobileFee $49,900 | $49,900 | Veterans get a discount |
| Tutoring ClubTutoringFee $34,500 | $34,500 | Honorably discharged veterans get 20% off |
| Uni K WaxSalonFee $49,500 | $49,500 | Qualified veterans get 20% off |
| Wing SnobChickenFee $30,000 | $30,000 | Veterans get a discount |
| Wings Mobile DetailingMobileFee $19,900 | $19,900 | $4,000 off for honorably discharged veterans |
They span fast food, entertainment, fitness, salon, education and mobile, among others.
Veteran-discount franchises under $250K
The brands with a veteran discount typically cost $309K to open at the low end, higher than most service franchises because so many are restaurants and studios. These start at $250K or less.
| Brand | Cost to open | Franchise fee |
|---|---|---|
| S&T PizzaPizza | $15K–$28K | $10K |
| Chicken Strips and DipsChicken | $38K–$116K | $5K |
| 360cleanCommercial cleaning | $43K–$59K | $25K |
| Wings Mobile DetailingMobile | $44K–$61K | $20K |
| Parker-Anderson EnrichmentMobile | $46K–$141K | $26K |
| DES Employment GroupStaffing | $67K–$103K | $39K |
| California PoolsHome service | $73K–$126K | $45K |
| TootlMobile | $82K–$104K | $50K |
| Tutoring ClubTutoring | $89K–$163K | $35K |
| Cedar Pest ControlPest control | $91K–$130K | $50K |
| Home InsteadHome care and senior care | $93K–$351K | $54K |
| CortzSports | $104K–$198K | $50K |
| iLoveKickboxingGym | $111K–$384K | $25K |
| U.S. LawnsLawn care | $113K–$200K | $49K |
| NEXTAFFStaffing | $119K–$159K | $49K |
| Avendelle Assisted LivingHome care and senior care | $122K–$1.29M | $40K |
| Craft LoftEntertainment | $134K–$248K | $50K |
| The BudlongChicken | $135K–$828K | $35K |
| Stretch ZoneFitness | $143K–$305K | $60K |
| PrideStaffStaffing | $152K–$245K | $40K |
| Code NinjasEducation | $174K–$266K | $45K |
| Senior HelpersHome care and senior care | $177K–$232K | $55K |
| Costa OilOil change | $199K–$338K | $55K |
| Edible ArrangementsRetail | $216K–$589K | $30K |
| Blank MasonEntertainment | $231K–$596K | $28K |
| Fit Body ForeverFitness | $233K–$541K | $58K |
| Taim Mediterranean KitchenFast food | $234K–$753K | $35K |
What a veteran discount is worth
A discount of $5,000 to $10,000 matters, but it comes off the franchise fee, which is usually a tenth or less of the cost to open for a restaurant or studio. On a $309K project, a $10,000 discount saves about 3% of the total. The royalty, marketing fee and everything else stay the same for the life of the agreement, and those cost far more.
SBA help for veteran owners
The SBA runs programs for veterans and their spouses through its Office of Veterans Business Development, including the Boots to Business training course for people leaving the service and Veterans Business Outreach Centers that help with business plans and loans. Its veteran-owned business guide lists them. The loans themselves are the same 7(a) and 504 programs as for anyone, through banks, and the brand must be on the SBA Franchise Directory.
Veteran-owned businesses can also certify with the SBA to compete for federal contracts set aside for them, which matters for business-to-business franchises in facility services, staffing or IT that sell to government buyers.
Choosing a franchise as a veteran
Pick the business first and the discount second. Brands with a strong system and clear procedures suit many veterans, but so do businesses where leading a crew matters more than the product, such as home services, restoration and commercial cleaning. Check the brand’s closures and growth on its page, call owners who are veterans, and ask how the franchisor supported them in the first year.
The best franchises to own ranking and the first-time owners guide are good places to start, and the financing guide covers how to pay for it.
Questions
Who counts as a veteran for a franchise discount?
Each franchisor sets its own rule, usually an honorable discharge shown on a DD-214, and some extend the discount to active-duty service members, reservists, spouses or first responders. Many also require the veteran to own a set share of the business, often 51%, so a discount can't be claimed through a minor partner.
Can I use the GI Bill to pay for a franchise?
Not to buy one. GI Bill benefits can pay for some approved training, and a few franchisors have had their training programs approved, but the franchise fee and cost to open have to be paid from savings or a loan. Ask a brand whether its training is approved before counting on it.
Do veteran discounts apply to a second location?
Usually only to the first. Most brands that discount the fee for veterans limit it to the first franchise, though several also cut the fee for any additional location, veteran or not, so a multi-unit owner may get a similar price either way.