Nation’s Restaurant News:

Since its formation in 2007, multiconcept franchisor Trufoods LLC has sought brands with unrealized potential and looked to restart their growth. Now the holding company for Wall Street Deli, Pudgie’s Famous Chicken, Arthur Treacher’s Fish and Chips, and Ritter’s Frozen Custard, Trufoods is back on the hunt, this time for franchise operators.

Increasingly, Trufoods and other restaurant franchisors are turning to social media to attract potential operating partners as a way to supplement traditional efforts like online classifieds, trade shows or franchise brokers.

The push to recruit franchisees through social media started with the diminishing returns New York-based Trufoods saw with classified Web portals and franchise trade shows, said chief development officer Gary Occhiogrosso.

“As those vehicles work less and less or bring more unqualified buyers to the table, we needed to look at other forms of getting the word out,” he said. “Where do those people exist? They’re reading the trade publications, and they’re on executive groups on Facebook or LinkedIn.”