Wade Brannon spent the late 1990s growing the food retail franchise Heavenly Ham into a honey-glazed juggernaut. When the brand was sold to Honey Baked Hams in 2002, Brannon left the corporate world as a franchise executive — only to find himself back in it two years later.
But this time, the theme was very different. Brannon turned a stand-alone children's hair salon, Pigtails & Crewcuts, into a franchise model that now has locations in 24 states.
He recently spoke to American Salon about franchising and what it takes to have ongoing success — as both an executive providing brand leadership, and an entrepreneurial franchisee.
AS: You had no experience in the beauty industry. So how did you come to launch a kids’ salon franchise?
WB: As Senior V.P. of Heavenly Ham, I played a key role in scaling it into a nationally recognized brand, growing it to over 230 locations before it was acquired by Honey Baked Ham Co.
After stepping away from the corporate world to focus on my family, I stumbled upon a salon called Pigtails & Crewcuts in Atlanta during a visit with my kids.
I was immediately struck by how different it was from any other kids’ haircut experience. There was no crying, no stress — just laughter and smiles. The chairs were shaped like airplanes and fire trucks, the walls were bright and cheerful, and the team knew how to work with kids.
I saw the potential. I knew I could build on that foundation, leveraging my background in franchising and business development. In 2004, I acquired the brand.
Twenty years later, Pigtails & Crewcuts has grown from a single salon into a thriving 80-plus-unit franchise.
How does experience in food retailing translate to operating hair salons?
As far as our corporate structure, it’s very similar to what we had at Heavenly Ham. Each franchisee has a specific support person, a Franchise Support Specialist, to help them with all aspects of their business — operations, marketing best practices, accounting and bookkeeping, finding the right vendors, community engagement, everything.
What’s important in franchising of all kinds is strong systems, exceptional customer service, and creating a brand that resonates with customers.
The motto of Pigtails & Crewcuts has always been that a haircut should be fun and memorable for kids and stress-free for parents. Our salons are playful and welcoming, with trained stylists who are experts at putting children at ease. Today, kids don’t just get their hair cut there — they’ll have birthday parties in the salon.
One of the things I’m most proud of is our commitment to creating inclusive environments for all children, including those with special needs and sensory sensitivities. We’ve trained our team members to understand the unique needs of these children, offering a supportive and accommodating experience that helps them feel safe and comfortable.
Like me, many of our franchisees were customers first and fell in love with the brand before deciding to bring this experience to their own communities. We’re on track to surpass 100 locations. I’m more excited than ever about our future.
What are the pros and cons of founding a franchise brand?
In general, the major con is that there are always hidden issues that only show up with multiple units.
For me, though, the greatest challenge we have faced is overcoming labor market hurdles. We work diligently with our franchisees to create the type of culture within their salons to retain the great talent they attract.
The biggest pro of founding a franchise? The satisfaction when franchisees have success. That gratification is what has motivated me all these years and why I love the franchise model so much.
What type of candidate would be a good fit to purchase a franchise location and make it successful?
The ideal candidate needs a strong business acumen and team leadership skills. They often have a background in business ownership or management, though it's not strictly required. Being comfortable with marketing and customer service is important.
As far as our brand, Pigtails & Crewcuts franchisees typically succeed when they're hands-on owners who can balance the operational aspects of running the salon, with the relationship building needed to become a trusted provider in their community.
They need to be comfortable with the family-focused nature of the business, and genuinely enjoy creating a welcoming environment for children.
What are some of the challenges of keeping a brand story strong across franchise locations and owners?
When the originator of a concept toys with the idea of franchising, they must consider what will happen when outsiders start operating the concept. The owner has done things one way and presumably has had great success doing so.
But what happens when that methodology isn’t followed to the letter? How will that dilution affect performance? Is the business model complete enough to ensure success with others who implement it?
That’s why it’s important to keep the message out there. Constant reminders of what the brand is, its purpose, and its goals have to be at the front of mind. We regularly send out reminder messages, and have formal and informal meetings of franchisees and our team to get that message out.
Our core values are to work with integrity and respect. Be fun, enthusiastic, and compassionate. Build positive relationships. Deliver consistent quality. Give back to the community.
When a franchisee embraces and operates within those brand values, they’re successful, even if they don’t do everything the exact same way.