Hallmark Homecare
Senior & Adult Services · Non-Medical Home Care
- Active units
- 25
- Avg unit volume
- $2.5M
- Royalty
- 6.0%
Franchised, year-end 2023
of weekly Net Sales
About Hallmark Homecare
Hallmark Homecare is a trusted brand offering personalized senior care in Northeast Atlanta, including areas like Alpharetta, Decatur, and Duluth. Our professional caregivers provide in-home services, allowing seniors to maintain their independence with dignity. We connect you with experienced and independent caregivers tailored to your specific needs, ensuring quality care at affordable rates. By cutting out the middleman, we give you more control and flexibility in selecting caregivers who match your requirements. With a focus on modern solutions, we offer top-notch, compassionate care that empowers seniors to thrive in familiar surroundings. Founded by Chris and Rowena Hartman, our mission is to support families in caring for their loved ones by vetting and matching caregivers efficiently. Trust us to provide safe, reliable, and affordable care for your cherished family members. Contact us today to start the process of finding the ideal caregiver for your needs.
Key terms
- Franchise fee
$60k
- Brand fund
1.0% of Net Sales
- Veteran discount
5000.0% off franchise fee — Discount of $5,000 off total Franchise Fee for honorably discharged veterans
Brand Percentile Rankings
Rankings compare brands in the same operating year. Fee and investment figures come from the FDD (2026 filing); filings on file: 2024, 2025, 2026.
Growth
- Total locations36
Franchised units open at year-end
- New openings15
Gross new units opened during the calendar year
- 1-year unit growth rate44.0%
Net unit growth versus prior year
- 3-year unit CAGR53.6%
Compound annual growth rate of unit count over the trailing 3 years
- Unit growth ratio3.8×
Cumulative opens / closures through year-end
Unit economics
- Annual unit volume (Median)—
Per FDD Item 19 disclosure
- Annual unit volume (25th percentile)—
Per FDD Item 19 disclosure
- Annual unit volume (75th percentile)—
Per FDD Item 19 disclosure
- 1-year Median AUV growth rate-47.3%
Year-over-year change in median AUV
- Store-level EBITDA Margin11.9%
Median unit-level EBITDA / AUV
Investment profile
- Estimated initial investment$122k
Midpoint of estimated initial investment range
↓ Lower is better - Time to open45 months
Midpoint of average time from agreement to opening
↓ Lower is better - Royalty rate6.0%
Percent of net sales paid to the franchisor
↓ Lower is better - Sales-to-investment ratio—
Median AUV / estimated initial investment midpoint
- Cash-on-cash returns51.8%
Median unit-level EBITDA / estimated initial investment midpoint. Steady-state estimate; year 1 returns will be lower as the unit ramps to median volumes.
Franchisee healthLocked
- Unit closure ratio
- Transfer vs. closure ratio
- Percent multi-unit franchisees
- Litigation rate
- EBITDA multiple on sales & transfers
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Sources
Financial and operating figures are sourced from the brand's Franchise Disclosure Documents. Brand percentile rankings are based on comparisons to other brands that include the same metrics in their Franchise Disclosure Documents.