Franchise Advisory Board | Expert Franchising Advice for Franchise Leaders Growing Through Crisis: The Dirty Dough Strategy That Flipped the Script
Apr 22, 2025
35:17
Episode Summary for The Advisory Board Podcast
In this episode of The Advisory Board Podcast, host Dave Hansen sits down with Bennett Maxwell, founder of Dirty Dough, to unpack one of the most talked-about growth stories in franchising — and a masterclass in turning legal pressure into brand power.
Bennett shares his journey from door-to-door sales and a successful solar exit to buying a single cookie shop and scaling it to over 75 units sold in under two years. Along the way, Dirty Dough found itself at the center of a public legal battle with Crumbl — and instead of backing down, Bennett chose transparency, bold marketing, and an unwavering focus on joy and fulfillment to lead the brand through.
This episode dives into the mindset and strategy that fueled Dirty Dough’s momentum, including:
How he reframed a lawsuit into a national PR opportunity (and controlled the narrative).
The billboard campaign and viral video strategy that turned heads — and turned the tide.
Why “joy and fulfillment” is at the center of every business decision he makes.
How transparency with franchisees builds trust, loyalty, and long-term alignment.
What it takes to scale fast while staying true to your values — and when to ignore advice that doesn’t serve your mission.
The emotional toll of entrepreneurship — and how Bennett’s personal growth fueled professional clarity.
Bennett also opens up about his leadership style, how Dirty Dough’s scrappy playbook was built with national scale in mind from day one, and why being radically honest — with your team, your customers, and yourself — is the ultimate competitive advantage.
Special thanks to our episode sponsor, ClientTether, for supporting this inspiring conversation. ClientTether is helping franchise brands automate follow-up, streamline operations, and close more deals — faster.
👉 Don’t miss this one if you care about building bold brands, thriving under pressure, and leading with purpose.
Want to connect with Bennett or learn more about Dirty Dough? Visit dirtydoughcookies.com.
Let us know what stood out to you in this episode!
In this episode of The Advisory Board Podcast, host Dave Hansen sits down with Bennett Maxwell, founder of Dirty Dough, to unpack one of the most talked-about growth stories in franchising — and a masterclass in turning legal pressure into brand power.
Bennett shares his journey from door-to-door sales and a successful solar exit to buying a single cookie shop and scaling it to over 75 units sold in under two years. Along the way, Dirty Dough found itself at the center of a public legal battle with Crumbl — and instead of backing down, Bennett chose transparency, bold marketing, and an unwavering focus on joy and fulfillment to lead the brand through.
This episode dives into the mindset and strategy that fueled Dirty Dough’s momentum, including:
How he reframed a lawsuit into a national PR opportunity (and controlled the narrative).
The billboard campaign and viral video strategy that turned heads — and turned the tide.
Why “joy and fulfillment” is at the center of every business decision he makes.
How transparency with franchisees builds trust, loyalty, and long-term alignment.
What it takes to scale fast while staying true to your values — and when to ignore advice that doesn’t serve your mission.
The emotional toll of entrepreneurship — and how Bennett’s personal growth fueled professional clarity.
Bennett also opens up about his leadership style, how Dirty Dough’s scrappy playbook was built with national scale in mind from day one, and why being radically honest — with your team, your customers, and yourself — is the ultimate competitive advantage.
Special thanks to our episode sponsor, ClientTether, for supporting this inspiring conversation. ClientTether is helping franchise brands automate follow-up, streamline operations, and close more deals — faster.
👉 Don’t miss this one if you care about building bold brands, thriving under pressure, and leading with purpose.
Want to connect with Bennett or learn more about Dirty Dough? Visit dirtydoughcookies.com.
Let us know what stood out to you in this episode!