Why Bubbakoo’s VP of Franchise Development Thinks Like an Operator

Most franchise development executives have spent their careers on one side of the franchise agreement. They have sold franchises, managed pipelines, and guided candidates through the evaluation process. Fewer have actually been the buyer.

Michael Lassen has lived on both sides of the equation. He has owned and operated multiple franchise locations. That experience is an advantage that shapes how he approaches his current role.

A Career Built on Both Sides of the Franchise Relationship

Lassen has spent nearly two decades in franchise development, franchise sales, and growth strategy across QSR and fast-casual restaurants, retail, and service-based franchise brands. He served as Senior Director and then VP of Franchise Sales at The Spice & Tea Exchange, and most recently as VP of Franchise Sales at Steak n Shake, where he led domestic and international franchise growth strategy. Earlier in his career at Franchise Dynamics, a franchise sales outsourcing firm, he rebuilt the restaurant division and grew its annual revenue to approximately $4 million with a portfolio of 15 clients.

Alongside that development career, Lassen owned and operated multiple NoBaked Cookie Dough franchise locations for five years, including a food truck. He carried full P&L responsibility, managed hiring, training, and cost controls, drove local marketing initiatives, and expanded wholesale distribution channels. It is a background that few franchise development executives can claim, and one that informs how he evaluates candidates, sites, and opportunities today.

“Having worked on both sides of franchising helps me look at growth differently,” Lassen said. “I understand that the wrong franchisee, the wrong site, or the wrong development pace can create long-term issues for a brand.”

Quality Over Quantity: How Lassen Approaches Franchise Development

Lassen is direct about what his role at Bubbakoo’s is and is not. “My role is not just about selling franchises,” he said. “It’s about finding the right partners, making sure they are properly capitalized, aligned with our culture, and capable of growing with us in a responsible and scalable way.”

That philosophy reflects Bubbakoo’s broader development strategy. The brand’s primary focus is experienced multi-unit and multi-brand operators who plan to open three or more locations. Lassen describes the goal as building strong markets rather than accumulating locations. “Our goal is not just to add dots on a map,” Lassen explained. “Our goal is to build strong markets with the right franchise partners who have the capital, infrastructure, and leadership to grow with the brand over time.”

That approach also benefits existing franchisees. Concentrated market development creates stronger brand awareness, more efficient marketing, and greater operational consistency than scattered single-unit growth.

What Lassen Looks for in a Bubbakoo’s Franchisee

Lassen is specific about the operator profile Bubbakoo’s seeks. Successful franchisees tend to be well-capitalized, operationally focused, and committed to building something long-term. Restaurant experience in the fast-casual or QSR space is preferred, as is multi-unit operating experience.

But credentials alone are not sufficient. “Passion for the brand matters, but passion has to be paired with discipline, capital, leadership, and the ability to execute at the store level,” Lassen said. “The best franchisees are engaged in the business, willing to follow systems, open to coaching, and committed to building strong teams.”

He is equally candid about what does not work. “One common misconception is that a franchise is a passive investment,” Lassen observed. “Even with strong systems, training, and support, restaurants require leadership, attention to detail, and consistent execution every day.” Candidates who underestimate that reality, in his experience, are the ones who struggle.

Why Lassen Chose Bubbakoo’s

With nearly two decades of franchise development experience across multiple brands, Lassen was selective about where he brought that expertise next. What drew him to Bubbakoo’s was a combination of brand identity, leadership alignment, and growth opportunity.

“The brand has a fun, bold personality and incredible food, but underneath that is a real business model with strong growth potential,” Lassen explained. “The CEO and private equity board are aligned on what they are looking for, and they are putting quality of the system over quantity.”

He also noted the brand’s position in its growth cycle as a meaningful factor. Bubbakoo’s has grown from approximately 30 locations in 2019 to more than 150 across 17 states, with more than 50 additional units in development. That momentum gives the brand credibility and operating history, while significant territory remains available for development across the United States.

“The brand still has a lot of white space for expansion, but also has enough history, operating experience, and brand recognition to give franchisees something meaningful to build around,” according to Lassen. “Our goal is to consistently open 50 or more locations a year by 2029.”  

What Prospective Franchisees Should Understand Before Reaching Out

Lassen wants candidates to approach the evaluation process with clarity about what Bubbakoo’s is looking for and what the commitment involves. “We are looking for true partners,” he noted. “We want people who are excited about the brand, but also realistic about what it takes to operate and grow restaurants.”

The evaluation process, he explained, is structured but fair. Candidates should come prepared to honestly discuss their experience, capital position, and long-term goals. “Bubbakoo’s is a fun brand, but franchising is a serious commitment,” Lassen added.

That said, Lassen acknowledges that passion and potential are also part of the equation. Candidates who may not meet every requirement but demonstrate genuine enthusiasm for the brand, a willingness to learn, and a serious interest in understanding the opportunity are encouraged to start a conversation.

The Operator Perspective

What distinguishes Lassen’s approach is not just his experience in franchise development. It is the lens through which he evaluates candidates, sites, and opportunities, one shaped by his experience as a franchise operator.

For multi-unit candidates evaluating Bubbakoo’s, that perspective matters. The person guiding them through the development process understands what they are signing up for because he has lived it himself.

To learn more about Bubbakoo’s Burritos, visit the franchise website and download the Franchise Information Guide.