Tampa-based FSC Franchise Co. is waiving the $25,000 initial franchise fee for qualified military veterans and offering 0% royalties in the first year of operations, launching a formal veterans program across its Beef 'O' Brady's and The Brass Tap brands.
Veterans who sign a franchise agreement and open their restaurant within 12 months will receive both benefits — representing a meaningful reduction in entry-level costs at a time when franchise development economics continue to tighten for prospective operators. FSC currently counts 14 veteran franchisees across its two brands, representing roughly 12% of its total franchise owner base.
Peer Network and Education
Beyond the financial incentives, FSC is standing up a veterans franchisee peer group that will convene virtually each quarter. Jim Keenam, director of franchise operations for The Brass Tap and a military veteran himself, will facilitate the sessions. The intent is to give veteran operators a structured forum to compare notes on common operational challenges — a resource that experienced multi-unit franchisee Terry Snavely, a Brass Tap operator, points to as a differentiator when evaluating franchise systems.
Keenam is also partnering with Boots to Business, the U.S. Small Business Administration's entrepreneurial education program for veterans and transitioning service members, to deliver franchising-specific education sessions. The collaboration gives FSC a pipeline into a population already primed for small-business ownership, while giving prospective franchisees low-barrier exposure to the restaurant business model before committing capital.
Expansion Context
The veterans initiative arrives as FSC accelerates its broader growth push. Through Q3 2026, the company signed 20 franchise deals across its three brands — which also include Newk's Eatery — and expects to open 15 restaurants before year-end. Another 21 openings are planned for 2027, with seven each slated for Beef 'O' Brady's and The Brass Tap. All three brands appeared on the 2026 Franchise Times Top 400 ranking.
Additional program components include a Veteran Partner Lunch at FSC's national brand conference next summer, dedicated veteran-focused franchise landing pages for both Beef 'O' Brady's and The Brass Tap, and direct access to current veteran operators for prospective franchisees conducting due diligence. For operators and franchise industry observers tracking recruitment strategies, the structured peer component and SBA tie-in distinguish this effort from simpler fee-discount programs that have become table stakes across the casual and fast-casual segments.
"Veterans bring a lot of qualities to restaurant ownership. They understand accountability, how to lead a team and what it means to show up every day," said Chris Elliott, CEO of FSC Franchise Co. "We want to make sure more people coming out of the military know that franchising is an option for them."
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
