How FACE FOUNDRIÉ Built Systems That Scaled From 40 to 61 Locations Without Breaking
FACE FOUNDRIÉ partnered with Mintun Media to build integrated booking, email, and conversion systems designed to reduce friction, improve predictability, and support growth across a rapidly expanding franchise footprint.
"They're my go-to team for app, website, email, and development. Incredibly knowledgeable, endlessly helpful, and always willing to go the extra mile."
Jess Engstrom - Director Of Brand Marketing
+54% revenue per contact through lifecycle email
77% of booking revenue via owned web + app flows
+520% booking-driven revenue vs legacy booking system
Infrastructure supporting growth from 40 → 61 locations
Partnership Overview
Franchise Facial SpasDepartments
- Operations
- Marketing
- Leadership
- Franchise Support
Platforms
- Web
- Mobile App (iOS + Android)
- Email & Lifecycle Messaging
- Booking & Membership Infrastructure
Duration
3 years, 10 months and ongoing...
FACE FOUNDRIÉ is a fast-growing facial spa franchise focused on delivering a consistent, high-end experience across every location. As the brand expanded, maintaining operational clarity, brand cohesion, and performance across dozens of independently operated locations became increasingly critical.
Mintun partnered with FACE FOUNDRIÉ to support this growth by building and evolving the systems beneath the brand… enabling HQ teams to manage booking, marketing, communication, and customer experience at scale, while franchise locations remained focused on execution and service delivery.
As the partnership evolved, these systems became a core enabler of expansion… creating the stability, visibility, and control required to support growth across a rapidly expanding franchise footprint.
Growth wasn't the problem. What growth exposed was.
As FACE FOUNDRIÉ expanded across locations, the systems supporting booking, marketing, and the customer experience were pushed beyond what they were originally designed to handle. What worked at a smaller footprint began introducing friction… not because anything was broken, but because scale changes the rules.
Booking lived inside constraints that limited flexibility and optimization. Email performance was difficult to connect back to real customer behavior. Data existed, but confidence in it was inconsistent. Each new location added complexity, and internal teams were forced to work around systems instead of relying on them.
Leadership didn't need more tactics.
They needed infrastructure that could keep pace with growth… without slowing teams down or compromising the experience clients expected.
How the System Was Built
- Centralized booking across web and mobile
- Owned conversion paths outside third-party constraints
- Lifecycle-based email tied to booking behavior
- Promotional and membership flows designed to scale
- Infrastructure built to support multi-location growth
The goal wasn't to add more tools. It was to remove friction as FACE FOUNDRIÉ scaled.
Mintun partnered with FACE FOUNDRIÉ to design an integrated growth system that connected booking, email, promotions, and membership flows into a single, reliable operating layer.
Rather than relying on third-party booking constraints, owned web and mobile experiences were built to support how clients actually book… quickly, repeatedly, and across locations. Email was restructured around lifecycle behavior instead of broadcasts, allowing campaigns to reinforce booking momentum rather than compete with it.
As new locations launched, promotional pages, booking flows, and membership paths scaled alongside them, ensuring growth didn't introduce complexity or inconsistency. Infrastructure decisions were made with long-term expansion in mind, so internal teams could focus on franchise development and operations instead of workarounds.
The result was a system that didn't just perform well… it held up as the business grew.
Key Outcomes
- +54% revenue per contact through lifecycle email
- 77% of booking revenue via owned web + app flows
- +520% booking-driven revenue vs legacy system
- Web conversion: 19.2% | App conversion: 59.7%
- Trusted analytics enabled confident decision-making
- Scaled infrastructure supporting 40 → 61 locations
Results That Matter
When FACE FOUNDRIÉ shifted from fragmented tools to integrated systems, performance didn't just improve… it stabilized.
Email evolved into a predictable revenue engine through segmentation and lifecycle targeting, while booking moved into owned web and mobile flows designed to reduce friction at scale.
As a result, conversion quality increased across both web and app experiences, leadership gained confidence in their data for the first time, and infrastructure scaled alongside expansion from 40 to 61 locations… without slowing teams down or introducing operational drag.
"I absolutely LOVE working with Mintun Media! They're my go-to team for all things app, website, email + development, and they've been nothing short of amazing! Incredibly knowledgeable, endlessly helpful, and always willing to go the extra mile to bring my vision to life. Whether we're troubleshooting a tough issue or brainstorming the next big idea, they're collaborative, creative, and kind. I genuinely enjoy working with them, they make the process not only seamless but fun. Couldn't ask for a better partner!"
What's Next
FACE FOUNDRIÉ's growth isn't slowing… and neither is the evolution of the systems supporting it.
The focus moving forward is on strengthening owned revenue channels, expanding mobile-first experiences, and increasing lifetime value through deeper engagement across booking, membership, and communication flows.
Email continues to be refined as a lifecycle-driven revenue engine, while web and mobile platforms are extended to support new campaigns, promotions, and revenue streams without adding operational complexity for HQ teams.
Additional emphasis is being placed on reducing high-intent booking abandonment, improving branded communication across email and push notifications, and introducing advocacy-driven experiences inside the app to increase engagement and repeat usage.
As FACE FOUNDRIÉ continues to scale, the partnership remains centered on one goal… building systems that grow with the brand, not around it.