Paul Wilbur is Chief Operating Officer of FRANdata, where he directs the firm’s franchise market research operations, data infrastructure, and consulting delivery across the franchise industry’s most consequential decisions.
With more than 16 years at FRANdata, Paul has been central to building the systems and frameworks that power the firm’s franchise data intelligence — from scalable research databases to structured advisory engagements with franchisors, lenders, and private equity firms evaluating franchise investments. His background in database and technology management isn’t incidental to this work; it directly shapes how FRANdata designs research products and delivers actionable intelligence to clients who need accuracy at scale.
Paul’s role at FRANdata sits at the intersection of research rigor and strategic application — ensuring the data behind a franchise credit decision, a market entry analysis, or a brand performance assessment is structured to answer the right questions.
In his advisory capacity, Paul leads strategic relationships with major industry organizations, including the International Franchise Association, where FRANdata provides ongoing research and consulting to support initiatives aimed at strengthening the franchise sector. His work in these engagements covers both the analytical architecture — identifying the right research methodology and data sources — and the operational side, connecting clients with the right subject matter experts within FRANdata and managing delivery through structured project plans.
Paul holds a Bachelor of Science in Computer Science, English, and German from the State University of New York at Albany — an unusual combination that reflects both the technical and communicative demands of translating complex franchise data into clear strategic guidance.
FRANdata products Paul’s work supports include franchise market research, database licensing, and franchisee playbooks — tools used by franchisors building growth strategies, lenders assessing risk, and PE firms conducting franchise due diligence.
Insights & Publications
Paul writes for Franchise Update Magazine, one of the franchise industry’s primary publications for franchisors and development professionals. His published work draws directly on FRANdata’s research and proprietary data:
“The Science of Site Selection: Connect with the Right Brand, Operator, and Location“ (Franchise Update, Issue 3, 2025) — Argues that successful franchise site selection requires aligning brand prototype requirements, operator capacity, and market data — not just traffic counts or gut instinct. The piece details how FRANdata’s database of every U.S. franchise brand and franchisee enables brokers, developers, and franchisors to make data-supported decisions from the start.
“‘Everyone Likes Sales’: Private Equity Changes Culture and Boosts Business“ (Franchise Update, Issue 4, 2025) — Examines what PE ownership actually means for franchise brands on the ground, drawing on FRANdata’s analysis of systems including Tropical Smoothie Cafe and Slim Chickens. The central finding: PE-backed franchises tend to generate stronger unit revenues, even when the cultural shift is unwelcome among franchisees.
“From Demand to Development: Shifting Consumer Priorities Are Reshaping Franchising“ (Franchise Update, Issue 1, 2026) — Uses FRANdata’s tracking of 1,296 new franchise brands launched from 2023 through 2025 to map where consumer demand is driving new concept formation — health and wellness, pet care, experiential learning, and immersive recreation.
To connect with Paul Wilbur or explore FRANdata’s research and consulting capabilities, contact FRANdata or learn more about franchise market research and database licensing.