How Cookie Cutters Created Sustainable Franchise Growth

What happens when a franchisor prioritizes franchisee survival over growth—and comes out stronger on the other side?In this episode of Franchise Today, Stan Friedman sits down with Neal Courtney, CEO of Cookie Cutters Haircuts for Kids and Snip-Its, to explore a franchising journey shaped by operational discipline, franchise ownership experience, and crisis leadership.Neal shares how a casual recommendation from a neighbor led he and his wife Alexis into franchise ownership, and eventually into acquiring and leading the Cookie Cutters brand. Under Neal’s leadership, the system expanded from 25 locations to over 110, selling 370 franchise agreements with a 94% conversion rate between 2016 and 2019.When COVID-19 hit, Neil halted development, and focused instead on weekly franchisee communication, negotiated rent relief, and helped owners secure PPP and EIDL funding. The result: stronger relationships and average unit volumes nearly 30% higher than pre-pandemic levels.This conversation covers franchise growth strategy, unit level economics, crisis leadership, founder-led culture, and why franchisors must take responsibility for creating scalable models that actually work.