02 Aligning Private Equity Objectives with Franchise Culture with Liberty Bernal

Описание: In this episode, host Susan Black-Beth sits down with franchise executive and operator Liberty Bernal to examine what happens when private equity ownership intersects with franchise culture. Drawing from Liberty’s experience selling her brand to PE, they unpack the emotional, operational, and leadership consequences of rapid change inside franchise systems.
Key themes include:
-The human cost behind franchise decisions and why franchisees must be treated as stakeholders
-The difference between being nice and being kind in franchise development and leadership
-Why leadership by influence—not command and control—is essential in franchising
-How trust is built through listening, visibility, and follow-through

Liberty also shares a cautionary contrast between two PE-appointed CEOs - one who didn’t prioritize franchisees and damaged the system, and another who rebuilt trust through servant leadership and field engagement.

For Operators (Franchisors & Franchisees)
-Set expectations early: Transparent conversations about risks, change, and performance standards build long-term credibility.
-Be visible in the field: Face-to-face engagement can accelerate trust recovery in distressed systems.
-Qualify harder in development: It is better to decline a candidate than onboard a misaligned operator.

For Investors (Private Equity, Family Offices, Independent Sponsors)
-Field engagement is a strategic activity: Board expectations should explicitly support executive time in market.
-Pace discipline: Slowing development to stabilize operations can increase long-term return through improved royalty durability and reduced churn.
-Support infrastructure ROI: Investment in training, onboarding, and coaching lowers failure rates and protects brand equity.

Your Host
Susan Black-Beth, is the Founder and Managing Partner of Auspicious Owl Group and a lifelong Franchise Activist. She’s sat in every seat from the tailgate of a pick-up truck at her car wash franchise to the boardrooms where the most difficult questions are being asked. 

Guest Bio
Liberty Bernal is a franchise executive, advisor, and speaker with more than 30 years of experience across franchise development, operations, marketing, and leadership. She has worked with both emerging and established brands, helping founders and leadership teams build scalable systems, strengthen culture, and grow with intention. Currently serving as President and COO of Sweet Influencers, Liberty works at the intersection of franchising, technology, and brand growth, helping franchise brands modernize how they attract and support franchisees. She also advises founders and leadership teams on structure, strategy, and sustainable expansion. Known for combining operational expertise with emotional intelligence, Liberty brings a human-centered perspective to franchising. Her work focuses not just on building businesses, but on helping people build lives that align with who they actually are. Outside of work, Liberty is a wife and mom who prioritizes family, health, and living a life that feels as good personally as it looks professionally.

Support Owl’s Edge Podcast:  
Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway! 
If you know a franchise owner/operator or an investor who is seeking their business “Edge,”  share this episode with them today.
‪@AuspiciousOwlGroup‬

Show Notes:
Follow Auspicious Owl Group on LinkedIn 
⁠  / ⁠   
Connect with Susan Black-Beth on LinkedIn
⁠  / ⁠   
Connect with Liberty Bernal on LinkedIn:
⁠  / libertybernal⁠  
Challenged Athletes Foundation:
⁠https://www.challengedathletes.org/⁠