Dash In Franchise Cost, Revenue & Review 2026
Data from FDD filing
Analysis by FranchiseVerdict Research · Methodology
Dash In is a convenience store franchise, part of the Wills Group, operating c-stores with fuel and made-to-order food across the Mid-Atlantic. Franchisees run the stores, managing fuel, foodservice, inventory, and staffing.
FranchiseVerdict summary · 2026
A DASH IN franchise requires a total initial investment of $120K – $680K, including a $25K franchise fee. The 2024 FDD does not disclose unit-level revenue (no Item 19). FranchiseVerdict grade: A (Strongest tier), an editorial assessment, not investment advice. Run a live ROI scan →
Data last verified · figures per the 2024 FDD issuance
Overview
- Investment
- $120K – $680K
- 12th pct Retail
- Avg gross sales
- N/A
- Royalty
- N/A
- Units
- 54
- 22nd pct Retail
- SBA charge-off
- N/A
Quick verdict · Retail · color = vs category peers
Green = favorable by >10% vs Retail avg · No shading = within ±10% · Red = unfavorable by >10% · Source: FDD filings + SBA 7(a)
Data from public FDD filings and SBA records. Not financial advice. Methodology
Bottom line
- COSTTotal investment $120K – $680K including a $25K franchise fee.
- RETURNSConsolidated financial statements of Dash In Food Stores, Inc. and Subsidiaries (a wholly-owned subsidiary of The Wills Group, Inc.). FY2023 net sales = petroleum products $374,824,527 + merchandise $116,107,746 less sales royalty sites merchandise revenue $5,425,702. Net income shown is total consolidated ($9,606,457); net income attributable to Dash In Food Stores, Inc. was $5,845,654 after $3,760,803 noncontrolling interests. Auditor for FY2023 was Grant Thornton LLP (FY2022/2021 audited by a different firm).
- RISKVerdict A (Strongest tier), verdict score 65/100 (higher is better).
- DECLINESystem contracting at -9.3% CAGR over 3 years. Investigate whether closures are franchisor-driven (consolidation) or franchisee-driven (economics).
Item 1 · who you're contracting with
The Franchisor
Corporate structure & franchisor financials
- Legal entity
- Dash In Food Stores, Inc.
- Parent company
- The Wills Group, Inc.
- Incorporated in
- MD
- HQ
- 102 Centennial Street, La Plata, Maryland 20646
- Auditor
- Grant Thornton LLP
- Audited financials
- Franchisor revenue
- $485.5M
- vs $523.0M prior year
Independent franchisee associations
- Independent Franchisee Association
Franchisee-led councils or alliances disclosed in Item 20. Indicates operator voice.
Overview
About
- CEO
- Julian B. Wills, III
- Headquarters
- MD
- Founded
- 1986
- FDD year
- 2024
- States available
- 3
Can you afford it, and what does the money buy?
Entry cost is about average for a retail franchise.
Source: FDD 2024 · Items 5–7
Full Item 7 breakdown9 line items
Initial investment breakdown
| Line item | Low | High | |
|---|---|---|---|
| Initial Franchise Fee | $25K | $25K | |
| Site Fee | $25K | $475K | |
| Initial Deposit | $10K | $10K | |
| Initial Inventory, Cash Register Fund and Store Supply Items | $44K | $107K | |
| Training Expenses | $3K | $5K | |
| Insurance | $900 | $2K | |
| Professional Fees | $1K | $5K | |
| Business Licenses | $1K | $2K | |
| Additional Funds (for first three months) | $10K | $50K | |
| Total initial investment | $120K | $680K |
Line items extracted from FDD Item 7. Ranges reflect the franchisor's stated low and high per line. Total is the sum of line-item lows / highs — actual costs may fall outside this range depending on market and build-out scope.
Item 7 · what it costs to open + operate
The Vitals
- Total investment
- $120K – $680K
- Top 40% of category vs category
- Liquid capital req'd
- $10K – $50K
- Top 40% of category vs category
- Franchise fee
- $25K – $25K
- Top 40% of category vs category
- Royalty
- DASH IN Charge of 30% of Gross Profit, payable monthly, w…
- Ad fund
- -n/d
- Total fee load
- 30.0%
- vs 9–13% typical
Ongoing fees · Item 6
| Fee | Amount |
|---|---|
| Royalty (flat) | 30% of Gross Profit (called DASH IN Charge); increases to 35% if state/local law restricts collection on alcoholic beverages sold at a 24-hour store |
| Transfer fee | $13K |
| Renewal fee | $13K |
| Inventory (initial) | $40K – $100K |
| Total fee load | 30.0% of rev |
ROI & LBO modelsSingle-unit · 25-unit portfolio · editable
DASH IN did not disclose financial performance in FDD Item 19. The ROIC and return models require Item 19 revenue. Without it all inputs are estimates. You can still run the calculator with your own assumptions by entering an expected revenue figure.
Returns model · single-unit ROIC
What would one DASH IN unit return on the cash you put in?
Unlevered ROIC · per unit
Estimated return on your total franchise investment, before any debt financing.
10%
Below the 30–60% attractive-franchise band
These models are for research and scenario planning only. Not investment advice. Actual results depend on your specific location, management, and market conditions. Consult a franchise attorney and accountant before signing any franchise agreement.
Item 19 · Source: 2024 FDD
Financial Performance
Consolidated financial statements of Dash In Food Stores, Inc. and Subsidiaries (a wholly-owned subsidiary of The Wills Group, Inc.). FY2023 net sales = petroleum products $374,824,527 + merchandise $116,107,746 less sales royalty sites merchandise revenue $5,425,702. Net income shown is total consolidated ($9,606,457); net income attributable to Dash In Food Stores, Inc. was $5,845,654 after $3,760,803 noncontrolling interests. Auditor for FY2023 was Grant Thornton LLP (FY2022/2021 audited by a different firm).
Operator outlook
What the numbers say
Data-driven interpretation of this brand's financial disclosures, fee structure, and system trajectory.
Fee burden
Total ongoing fee load of 30.0% — above the Retail average of 8.9%.
Disclosure
Franchisor chose not to disclose financial performance representations. You will need to gather unit economics directly from existing franchisees.
Operator retention
System contracting at -9.3% CAGR over 3 years. Investigate whether closures are franchisor-driven consolidation or franchisee exits.
Source: FDD Item 19 financial performance representations and publicly filed FDD data. Past performance is not indicative of future results. Verify all figures with the franchisor and current franchisees before making any investment decision.
vs Retail averages
How Dash In Compares
Is the system healthy?
Source: FDD 2024 · Item 20
Unit growth
Item 20 · unit dynamics
The Growth Chart
- Total units
- 54
- Opened
- 1
- Last reporting year
- Closed
- 2
- Turnover rate
- 5.1%
- Company-owned
- 15
- Corporate units in the system
- % franchised
- 72%
- vs corporate-owned
- Net growth (3-yr)
- -9.3%
- Net unit change over 3 years
- 3-yr CAGR
- -9.3%
- Compounded over last 3 years
3-year detail · Item 20
- Opened (3yr)
- 1
- Closed (3yr)
- 2
- Terminated (3yr)
- 0
- Non-renewed (3yr)
- 0
- Transfers (3yr)
- 3
- Reacquired (3yr)
- 0
- Franchisor bought back
- Transfer rate
- 0.2%
- Owners selling to other franchisees
- Continuity rate
- 95.1%
- Units that stayed open
- Ceased ops
- 0.1%
- Units that stopped operating
Year-over-year franchised unit counts and net change. Source: FDD Item 20.
Item 12 · 3 states reported
The Territory Map
FDD Item 12 reports the state count, but the specific list isn't in our current data. The map will appear once we re-extract from the FDD or enough franchisee contacts are available.
3
states with franchisees (per FDD Item 12)
SBA loan performance
Government records
SBA Loan Data
Aggregated from SBA 7(a) and 504 loan disclosures, public data unique to FranchiseVerdict.
No SBA loan data available for this brand.
What could kill this investment?
Source: SBA 7(a) FOIA · FDD Items 3, 21
Risk analysis
FranchiseVerdict rating + FDD Items 3, 4, 8, 16, 21
Risk & Legal
DASH IN presents HIGH RISK due to declining unit count, predatory 30% profit royalty, complete absence of financial performance data, and unprotected territory—unsuitable for prospective franchisees unable to verify profitability claims.
Litigation (Item 3)
0 case reference(s): 0 pending, 0 settled.
Largest disclosed settlement: $475,000
Bankruptcy (Item 4)
None disclosed
Audited financials (Item 21)
Yes · Grant Thornton LLP
Franchisor revenue (Item 21)
Franchisor entity revenue (not unit-level)
ⓘ These are the parent company's consolidated financials (the parent guarantees the franchisor), not this brand's standalone results — the figure reflects the whole corporate group, not this brand alone.
Supplier relationship · Items 8 & 16
- Franchisor sells you products: Yes
- Kickbacks from required suppliers: Yes
- Must buy proprietary products: Yes
- Restricted to system-approved products: Yes
Score breakdown · what drove the 65 / 100 verdict
- 01MEDSystem contracting: -2.5% YoY unit decline with only 55 locations indicates shrinking franchise network and potential market saturation or operational challenges
- 02MINORExtreme royalty burden: 30% of gross profit is exceptionally high and leaves minimal margin for franchisee profitability after operating expenses
- 03MEDZero financial transparency: No disclosed average revenue or net income makes ROI impossible to validate; franchisor refusing Item 19 is major red flag
- 04MINORUnprotected territory: Lack of territorial exclusivity creates cannibalization risk and direct competition from other franchisees in same market
- 05MINORWide investment range: $119.6K–$680.3K spread suggests inconsistent startup costs and unclear capital requirements
- 06MINORNo going concern disclaimer: False status contradicts typical franchise disclosure; requires verification of franchisor financial health
Severity inferred from the FDD text · not a regulatory classification
What are you signing up for?
Ongoing fees run about 30.0% of sales (royalty + ad fund), before rent and labor.
Source: FDD 2024 · Items 11, 12, 17
FDD Items 12, 15, 17 · continued from Risk & Legal
Contract & Territory Detail
| Initial term | 10 years |
|---|---|
| Renewal term | 10 years |
| Allowed renewalsℹ | 1 |
| Territory type | none |
| Protected territory | No |
| Exclusive territoryℹ | No |
| Online sales rightsℹ | Restricted |
| Franchisor can compete | Yes |
| Hire a manager? | Not allowed |
| Owner-operator | Required |
| Non-compete (years)ℹ | 2 years |
| Non-compete (miles)ℹ | 1 mi |
| Right of first refusalℹ | Yes |
| Transfer requires consent | Yes |
| Termination notice | 5 days |
| Curable defaultsℹ | 1 |
| Mandatory arbitration | Yes |
| Arbitration location | Maryland (principal place of business of franchisor) |
| Jury trial waiver | Yes |
| Governing law | MD |
| Litigation count | 0 |
View Item 3 litigation summary
0 case reference(s): 0 pending, 0 settled.
Items 10, 11
Training & Operations
- Classroom training
- 48 hrs
- On-the-job training
- 36 hrs
- Training location
- La Plata, Maryland and/or a nearby company-owned DASH IN Store
- Ongoing training
- Required
- Time to open
- 3 mo
- From signing to launch
- Site selection
- Franchisor
- Franchisor financing
- Not offered
- Item 10
- POS system
- Verifone, NCR or Gilbarco
- Operating tech stack
Items 5 & 11
Franchisor Support
Technology: Verifone, NCR or Gilbarco
Item 20 · call current owners
Franchisee Contacts
2 owners to call
Name · phone · city · state. Extracted from FDD Item 20
FDD download
DASH IN · FDD (2024) PDF
Frequently asked questions
Frequently Asked Questions
How much does it cost to open a DASH IN franchise?
The total investment to open a DASH IN franchise ranges from $120K – $680K, with an initial franchise fee of $25K. This includes real estate, equipment, inventory, and working capital as disclosed in their Franchise Disclosure Document (FDD).
What do DASH IN franchise owners earn?
DASH IN does not disclose average franchise owner earnings in their FDD Item 19. Not all franchisors are required to make financial performance representations. We recommend asking existing franchisees directly about their financial experience.
What is Item 19 in the DASH IN FDD?
The FDD section where a franchisor may disclose financial performance of its outlets. Disclosure is optional and formats vary; figures are typically gross sales, which is revenue before expenses, not profit. FranchiseVerdict extracts these figures directly from the DASH IN FDD and qualifies whose outlets they describe.
What is DASH IN's franchise failure rate?
SBA 7(a) loan charge-off data is not available for DASH IN (fewer than 10 loans on file). Charge-off rates are one way to gauge franchise risk, but not all franchise loans go through the SBA program. We recommend reviewing turnover and closure data in the FDD and speaking with current franchisees.
How many DASH IN franchise locations are there?
As of their most recent FDD filing, DASH IN has 54 total units in the United States, including 39 franchised units and 15 company-owned units. 1 new units were opened in the latest reporting year.
Is DASH IN a good franchise to buy?
FranchiseVerdict rates DASH IN as a A-grade franchise with a verdict score of 65 out of 100 (higher is better), based on our analysis of investment costs, revenue data, SBA loan performance, and growth trends. Our rating is based solely on publicly available FDD and government data; we recommend speaking with current franchisees before making any investment decision. This is not investment advice.
Data sourced from public FDD filings and SBA 7(a) FOIA records. Not financial advice.
For franchisors
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Data extracted from public FDD filings and SBA 7(a) loan disclosures (FOIA). This information is provided for research purposes only and does not constitute financial, legal, or investment advice. Verify all figures with the franchisor's current Franchise Disclosure Document before making any investment decision.