Franchisees: Avoid These Costly Contractor Mistakes to Hit $100/Sq Ft—Advice from Dominic Rubino
Construction costs spike fast, especially in places like Manhattan or San Francisco.
Franchisees aiming for $100/sq ft often face bids that overshoot by tens of thousands.
I asked Dominic Rubino on the Pure Green Podcast how to select the right general contractor, identify red flags in bids, and manage costs effectively.
He’s an entrepreneur, builder, and business coach who scaled Focal Point Business Coaching from 6 to 237 franchisees. Through his platform 10xBuilt, he helps construction businesses win consistent work from fast-growing franchise chains.
Why the Lowest Bid Could Cost You the Most
Many first-time franchisees focus too much on price when hiring contractors, leading to expensive mistakes.
They go straight for the cheapest bid without asking why it’s so low.
But Dominic explained why that mindset leads to project delays, missed openings, and money down the drain.
“The worst purchase in construction is a job that doesn't get done.”
—Dominic Rubino
Here’s how to keep your buildouts on track:
Get multiple bids (ideally 3 to 5).
Eliminate the lowest one if it's way off.
Ask contractors: "What did you see that made you bid this number?"
Look for patterns in how contractors communicate.
If someone shows up late, misses meetings, or avoids questions now, they’ll do the same during your buildout. Pay attention to that.
A contractor who communicates clearly, follows up on time, and explains their systems—that’s who you want. Not the cheapest.
Questions Franchisees Should Ask Every General Contractor
Ross Franklin at a newly built Pure Green at Rochester in Michigan
Don’t worry about knowing construction. Just ask the questions Dominic laid out:
Who have you worked with recently?
Can we talk to a few of your last clients?
How do you manage change orders?
Who will be our point of contact?
What’s your process for hitting target open dates?
Also, make sure every GC uses the franchise's official buildout plan.
"This is how to build a winning store. Build that store. Don't get fancy. Do what the system says. Use that to inform the GC. Make sure the GC is following that. Everybody uses that as a central document. You're going to have a winning store."
Follow the franchise buildout plan exactly. That way, everyone’s on the same page if something goes wrong.
If you're navigating the early stages of opening a franchise, working with a franchise business consultant can help you avoid costly missteps and make smarter long-term decisions.
Local vs. National GCs: What Works When Scaling
There’s no one-size-fits-all answer. But Dominic broke down a clear framework:
Start with locals when you’re small. As you scale, test regional players. Once you’re at 50-100+ units, a national GC may make sense.
But even then, relationships matter more than logos.
One good project manager can roll out 20 stores.
"You might want to say on our projects, we only want Jennifer or George. The reason for that is we've trained Jennifer, and Jennifer knows our system, our communications, our everything. I would try to find project managers who I could work really well with and train on how we do things, and I would understand from them how they do things at their company."
Create simple checklists, visuals, and step-by-step guides your team can reuse. Then assign GCs who follow those systems.
Why Some Franchisees Overpay for Millwork
Millwork is a huge cost driver.
Pure Green targets $100/square foot to white-box each unit. But bids often come in much higher, especially in expensive metros.
Dominic explained why:
"A mill worker in Manhattan or Silicon Valley, to make your mill work, their cost base is going to be based on the real estate they're in. Why not look one state over?"
His second podcast—Cabinet Maker Profit System—focuses specifically on this.
Many franchisees never realize they can go out of market for suppliers. Regional millwork shops with CNC capabilities often want consistent franchise work. These vendors often see franchise work as a stable, long-term opportunity, and they’re usually more willing to negotiate.
Local isn’t always cheaper or better. Often, regional vendors offer better pricing and consistent quality.
How to Choose the Right Millworker
Don’t just pick the closest shop. Choose a millworker who can hit your numbers, deliver on time, and repeat the same quality every time you open a new unit.
Here’s what Dominic suggests you consider:
Look beyond your city. Consider regional vendors with shipping capabilities.
Ask about CNC (Computer Numerical Control) machinery and repeat-job experience.
Request references from other franchise brands they’ve worked with.
Get clear on turnaround times and delivery logistics.
Don’t just go with whoever your GC recommends by default. Vet your millworker like you’d vet a contractor.
"There are a thousand millwork shops out there that are dying for a franchise brand to give them consistent work that they could plug into the CNC, that their team is trained on, that they know how to ship or that they know how to price. "
When you find one who can scale with you and maintain quality, lock them in. Once you find a reliable millworker, you save time and avoid costly do-overs at each new opening.
Build With the End in Mind
Dominic grew a coaching franchise from 6 to 237 units.
He didn’t get there by winging it. He got there by asking,
"What kind of vendors, systems, and team do I need at 25 units? At 50?"
If you’re building your franchise to scale, that’s how you need to think.
Hire a solid local GC, write down what works, and refine your system as you scale. Don’t trade a cheap buildout for weeks of delays. The right people help you open on time—and keep costs down
If you’re opening a store, Pure Green hands you vetted vendors, real buildout data, and a plan that’s already worked in places like Rochester and Miami.
