At United Franchise Group, our mission isn’t just words on a wall—it’s the heartbeat of how we grow, serve, and succeed together. But there’s the story of how we got here.
When UFG’s executive team first set out to create a mission statement, they poured an entire day into the effort. The result? Three lengthy paragraphs. While well-intentioned, it was too complex to remember and too long to inspire daily action. A mission statement should guide decisions in every moment, from hiring and training to celebrating success. But ours, at that time, simply wasn’t practical.
That realization came into focus when our CEO, Ray Titus, attended a seminar with leadership expert Patrick Lencioni. During the session, Patrick asked Ray to recite UFG’s mission statement. Ray couldn’t. It was too long, too complicated—and that was the problem. Patrick pressed further with a question that hit hard: “How do you hire, fire, and run your company if you don’t know your mission?” He reminded the group that a mission should be no longer than two sentences: clear enough to remember, simple enough to live by.
On the flight home, Ray took those words to heart. With clarity and conviction, he drafted a new mission statement—short, powerful, and actionable. When he presented it to the Board, it was met with full approval. At the next company-wide meeting, Ray shared it with the team and made one thing clear: “You need to know it and live by it—because if you don’t, you won’t last here.”
That moment marked a turning point. The new mission statement became more than a slogan; it became the standard we all measure ourselves by. It drives our growth, shapes our culture, and unites every brand, franchisee, and team member under one clear vision.
Our Mission Statement: We have one customer: our franchisee. When they are successful, we are successful.