Season 2 Franchising

The vendor opportunity at Season 2 Franchising

Season 2 Franchising is a small, fast-growing retail concept headquartered in Florida. The brand reported 9 total units in its 2025 Franchise Disclosure Document—8 franchised and 1 company-owned—representing 100% year-over-year unit growth. Average unit volume (AUV) sits at $205,804.21, with a 6.0% royalty rate and a 7-year initial franchise term. For software vendors, the immediate addressable market is limited to single-digit locations, but the rapid expansion trajectory signals a potential for new-unit technology deployments as franchisees onboard.

The brand operates in the retail, non-food segment and appears independently owned, with no parent company on file. No operator footprint is mapped in our corpus, meaning multi-unit franchisee influence on purchasing is currently unknown. This centralizes the sales motion: you are selling to a nascent HQ team, not a fragmented base of large franchisees.

Who controls software purchasing

The buying center at Season 2 Franchising is lean and executive-led. Co-Founder and CEO Erika Schrieber and Co-Founder and COO Monica Tapia-Mularski are the primary decision-makers for operational and strategic purchases. Robert Petre serves as Fractional Chief Financial Officer, a role that typically carries influence over financial systems, payment processing, and back-office software. The franchise development and coaching functions—led by Director of Franchise Development Kezia-Lauren Verasammy and Franchise Business Coach Beth Alden—may also provide input on tools that affect franchisee onboarding and ongoing support.

Because the system is small and founder-operated, the sales cycle is likely direct and relationship-driven. There is no CIO or CTO on file, so technical evaluations will probably fall to the co-founders or the fractional CFO. Vendors should prepare to articulate clear ROI for a 9-unit system with growth ambitions.

Mandated and current tech stack

The 2025 FDD does not mandate or recommend any specific technology systems. No POS provider, scheduling platform, inventory management tool, or marketing automation vendor is named in the document. This absence of a mandated tech stack means the brand may be operating on ad-hoc or founder-selected tools, or it may be too early-stage to have formalized technology requirements.

For a vendor, this is a double-edged signal. On one hand, there is no entrenched incumbent to displace. On the other, the lack of a mandate suggests technology procurement may not yet be a priority for HQ. A pitch should focus on scalable infrastructure that can grow with the franchise system from single digits to dozens of units.

Procurement, renewals, and timing

Item 8 of the FDD, which typically discloses designated or approved supplier requirements, contains no extractable signal. This means the procurement model is not publicly defined—there is no indication of whether franchisees must buy from a specific vendor, from an approved list, or from any supplier of their choosing. In practice, this likely gives HQ flexibility to set purchasing policies as the system matures.

Renewal terms, outlined in Item 17, offer a potential trigger for software switching. Franchisees must sign a new agreement at renewal, which may have materially different terms and conditions than the original, including a different protected territory. The renewal term is 7 years, and conditions include passing an inspection, renovating to current standards, paying a renewal fee, completing retraining, and signing a general release. For vendors, this means every 7-year renewal cycle is a window where HQ could introduce new technology requirements into the updated franchise agreement.

How to read the Season 2 Franchising FDD

The full 2025 FDD is embedded below for your review. It was filed with state franchise regulators and contains the legal disclosures that govern the franchise relationship. Key items for software vendors include Item 8 (procurement restrictions), Item 11 (franchisor assistance and required purchases), and Item 17 (renewal and termination). Because the brand does not currently disclose mandated technology, the FDD is most useful for understanding the contractual levers HQ could use to implement new systems in the future. For a ranked target list of franchise brands that match your software's ideal customer profile, FranCloud can help you prioritize your outreach.