Franchise Evaluator™: Naturals 2Go

What population does the brand serve? Is the market broad, niche, or somewhere in-between?

Vending machines are in global demand, reaching $21.5 billion in 2023. Between 2024 and 2032, the market is expected to grow at a CAGR of 4.4%, reaching $32.19 billion by 2032, according to Expert Market Research. Naturals2Go also capitalizes on the demand for better, healthier options while on the go.

We categorize the market size as a large market.

Is the overall industry growing, that is creating new customers who have never used these services before, or mature where most population segments are already using these types of products and services?

A trend toward healthy eating drives the booming vending industry. Data from The Global Wellness Institute projects a 9.9% average annual growth of the wellness economy, which is projected to reach nearly $7 trillion in 2025. Snacking is on the rise, too, as reported by Neilson, emphasizing the trend toward smaller meals sporadically throughout the day.

We categorize the Industry Trend as a high growth trend.

What drives the purchase of the product or service? Is it a “need-to-buy” or a “want-to-buy”? How are customers drawn to your business?

The heart of the Naturals2Go business is beverages and snacks that are healthier than those served by the typical vending machine. The vending machine company has 10,000 healthy snack and drink choices that include everything from cereal bars, granola bars, chips, pretzels, crackers, energy drinks, tea, coffee, and more.

We categorize the product and service drivers as high drivers.

Are competitors a major factor in operating your business? If so, is competition sparse or saturated? Will it matter to your business?

Based on technology, the market is segmented into categories, including automatic machines, semi-automatic machines, and smart machines. Depending on the machine type, the market is classified into free-standing vending machines and wall-mounted vending machines. The mode of payment is bifurcated into cash and cashless. Competitors in the vending machine space include Healthy You Vending, Coffee Vending, Pharmabox, Fresh Healthy Vending, and Healthier4U Vending.

We categorize the competitive climate as mid-high competitive pressure.

Are the business’s products or services regulated, or do they require licensing? Will you or your employees require special licensing? If so, is the regulatory climate strict or lax? Will this affect recruiting employees?

Operators of vending machines must start by getting a vending machine permit. Each state requires a vending machine license before operators can install a machine. In addition to a vending machine permit, entrepreneurs may also need to get their machines inspected by the local health department to ensure that they meet certain safety requirements and that the food in the machine hasn’t expired.

We categorize the regulatory climate as high regulation.

How experienced is the franchisor at being a franchisor?

While Naturals2Go was established in 2009, its parent company, VendTech International, has been operating in the vending industry for more than 35 years. The team has established itself as the longest-running, fastest-growing, and highest-rated vending business in the country. Over 10,000 entrepreneurs have relied on Naturals2Go to get their businesses started and succeeded with its support, training, and ongoing mentorship.

We categorize the Franchising Experience as Extensive.

What is the tenure, background, and commitment of the franchise’s leadership?

Heath Falzarano is the president and majority owner of Naturals2Go and VendTech International. He is passionate about helping entrepreneurs reach their full potential. David Perkins is the vice president of client services and has a background in customer relations, pharmacy consulting, sales management, and more. CMO Michael Hume handles the brand’s marketing initiatives. Other members of the leadership team include executive vice president Lyndsey Wolfsmith; head of global operations Natali Pupovic-Peters; and CFO Hal Martin.

We categorize the Franchising Leaders as Highly Experienced.

How often and how well does the franchisor engage franchisees? What assistance is provided in starting and operating your business.

Naturals2Go provides all of its owners with two full days of face-to-face, hands-on, comprehensive training at the training facility in Savannah, Ga., plus additional virtual training. Owners are also offered business entity guidance and onboarding support, as well as access to experienced operator group support. With the Coaching and Mentoring Program (CaMP), owners will be mentored to ensure the maximum ROI. Being able to leverage Lifetime Technical Support, Lifetime Machine Locating Services, and Account Management Support are major selling points of Naturals2Go. The cost for training (excluding travel and lodging) is included in the initial investment, and owners are assisted with site selection. Owners can also attend a weekly webinar to get a strong overview of the program. Naturals2Go’s Discovery Online Presentation is also helpful.

We categorize the Franchisee Engagement as Highly Engaged.

In what kind of financial shape is the franchisor?

As a business opportunity, Naturals2Go is not a franchise and, therefore, is not required to file a Franchise Disclosure Document (FDD).

We categorize the Financial Health as Sound.