From Veterans to Trick-or-Treaters: How One Franchisee Connects with His Community

To succeed today, businesses have to do more than sell products or services. They also need to show up for the communities they serve. As a Forbes contributor recently pointed out, community involvement benefits everyone—companies and neighborhoods alike. Even small, thoughtful steps can create a ripple effect that drives long-term growth and goodwill.

Axios added another layer to this conversation, noting that the most effective efforts aren’t flashy or one-off campaigns. The best ones, according to Alison DaSilva of Zeno Group, follow an A-B-C framework.

A = Authenticity—how well the effort aligns with a company’s purpose, mission, and values

B = Business relevance—how the issue connects naturally to what the business does

C = Competence—how the company is uniquely positioned to drive meaningful impact

It’s a model that helps explain why the Great Clips annual Veteran’s Day promotion has struck such a chord for more than a decade. Every November, salons across the U.S. and Canada honor veterans and active military members with free haircuts or haircut cards. It’s a simple gesture that does so much.

It authentically reflects who we are—neighbors who care about the people in our communities (Authenticity).

It connects directly to what Great Clips salons do best—help people look and feel great (Business relevance).

And it shows the power of this brand when thousands of franchisees and stylists come together to make a meaningful impact (Competence).

For franchisee Drew Jacobs, who owns four salons in the San Diego area, the national campaign is just the starting point. He’s built on it with his own local outreach—finding ways to connect with his community that strengthen his business and make a real difference close to home.

He partners with nonprofits to support people in need—offering free haircuts to refugees preparing for job interviews and to neighbors experiencing homelessness. “I’ve been incredibly moved by just how much a simple haircut means to these underserved communities,” Drew said.

And sometimes, engagement is about fun. At a Halloween trick-or-treat event, his team styled more than 100 kids with glitter and color. Parents loved it, kids left smiling—and Drew used the opportunity to introduce his new salon with discount cards and follow-up promotions. That goodwill turned into real, lasting customer relationships.

For Drew, the payoff is personal as well as professional. “Community engagement has been a big part of building a strong connection with our local community,” he said. “And it’s really helped build a strong team environment in our salons.”

This is exactly what Forbes and Axios are pointing to: outreach that’s authentic, relevant, and beneficial for everyone. Drew’s story is a great reminder that salon franchised businesses can strengthen neighborhoods while also strengthening their own business.

Community engagement is central to the Great Clips brand. We believe it builds stronger businesses and stronger communities. If franchising is on your mind, I’d be glad to explore how you can bring that kind of impact to your neighborhood.

Beth Nilssen

Director of Franchise Development | Great Clips, Inc.
800-947-1143 | [email protected]