Museum of Illusions

The vendor opportunity at Museum of Illusions

Museum of Illusions operates 20 total units in the US—11 franchised and 9 company-owned—with an average unit volume of $3,044,818. The brand grew units by 10% year-over-year, adding locations in a controlled, deliberate manner. For software vendors, the immediate addressable footprint is modest: 20 locations, all under a centralized HQ structure based in Arizona. The royalty rate sits at 15%, and initial franchise terms run 10 years. This is not a massive enterprise account, but it is a concentrated one where a single corporate decision can deploy software across the entire system.

The franchise operates in the personal services category, specifically experiential entertainment. That means the tech needs skew toward ticketing, POS, CRM, and operational management rather than traditional retail or food-service stacks. The AUV of over $3 million per location suggests healthy per-unit revenue that can support meaningful software spend, especially if a vendor can demonstrate ROI tied to guest experience or operational efficiency.

Who controls software purchasing

The 2025 FDD lists four executives in Item 1: Luka Novak (Director), Ivan Stipančić (Director), Domagoj Duvnjak (Business Development Manager), and Kim Schaefer (Chief Executive Officer). No dedicated CIO, CTO, or VP of Technology appears in the filing. In practice, this means software purchasing decisions likely route through Kim Schaefer as CEO, with Domagoj Duvnjak potentially handling vendor evaluation and operational integration. The presence of two directors—Novak and Stipančić—suggests a board-level awareness of major contracts, but day-to-day buying authority almost certainly sits with the CEO and Business Development Manager.

For vendors, the pitch should be concise and business-case-driven. You are not navigating a large IT org chart; you are selling directly to the leadership team that controls both strategic direction and operational execution. The centralized structure means a single yes can unlock all 20 units, but it also means there is no multi-location pilot path—you either win the HQ relationship or you do not.

Mandated and current tech stack

Museum of Illusions mandates two systems: Eden and Roller. Both are named in the FDD as required technology. Eden typically handles operational and back-office functions, while Roller is a platform built for attractions and experiential venues—covering ticketing, POS, memberships, and guest engagement. The fact that both are mandated, not merely recommended, signals that HQ enforces technology standardization tightly. Any vendor pitching a replacement or adjacent tool must be prepared to demonstrate clear superiority over these incumbents or fill a gap they do not address.

No other mandated or recommended vendors appear in the FDD. This does not mean the franchise uses no other software—only that additional tools are not disclosed as required. A vendor selling complementary solutions (e.g., workforce management, advanced analytics, marketing automation) may find an opening if the current stack leaves those needs unmet.

Procurement, renewals, and timing

Item 8 of the FDD contains no extract on procurement rules. Without designated-supplier or approved-supplier language on file, the procurement model remains unconfirmed. This could mean the franchise operates with an open procurement approach, or simply that the relevant disclosures were not captured in the available data. Vendors should inquire directly about supplier qualification requirements during initial conversations.

Item 17 provides a clearer signal on timing. Franchise agreements run for 10 years and include an automatic successor term. Within the last six months of the term, compliant franchisees receive renewal documents. This creates a natural window where the franchisee—and by extension HQ—may reassess operational tools, including software. If a vendor can align its outreach with these renewal cycles, the likelihood of a receptive conversation increases. The FDD also notes that successor agreements may include materially different terms, though fees will not exceed those charged to similarly situated franchisees. This flexibility could extend to technology requirements, opening the door for new mandates.

How to read the Museum of Illusions FDD

The full 2025 Museum of Illusions Franchise Disclosure Document is available below. Key sections for software vendors include Item 1 (executives and ownership), Item 8 (procurement restrictions, though none are captured here), Item 11 (mandated systems—Eden and Roller), and Item 17 (renewal and successor terms). The FDD is filed with state franchise regulators and provides the most authoritative picture of the franchise's obligations, restrictions, and decision-making structure. For vendors building a targeted account list, FranCloud can surface similar franchise profiles ranked by tech mandate strength, unit growth, and decision-maker accessibility.