Charitable efforts have always been at the core of Painting with a Twist. Just ask co-founders Cathy Deano and Renee Maloney.
“That’s how we met, at the grammar school that our kids were in,” Deano said. “We were doing fundraising for the schools. It just makes you feel good.”
Deano and Maloney started the paint-and-sip concept in 2007. After closing about 30 studios since 2021, the duo is growing the concept again. Nearly 20 years since its first opening, Painting with a Twist has more than 230 studios in 37 states and is one of three franchise concepts under parent company Twist Brands, which also owns Color Me Mine and Pinot’s Palette.
“Before we started this company, I had always been a community volunteer. … We were always doing fundraisers and were always out in the community asking people to help with our fundraisers,” Deano said. “When we started our company, we saw there was an avenue of giving back to the community and doing these Painting with a Purpose classes.”
Painting with a Twist co-founder Cathy Deano
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Deano said they recognized the chance to scale up their giving initiatives when Painting with a Twist began franchising in 2009. Prospective franchisees, she said, are further enticed to invest in the concept due to the focus on charitable work.
“People come and say they chose us because of our give back program,” she said. “It really resonated with us that it wasn’t just us who would be do-gooders. The world’s full of do-gooders, and they want to be a part of that. That was one of the points of why we wanted to do this and why we wanted to incorporate it into our franchising.”
Painting with a Purpose’s systemwide events take place two to four times a year, with the company not charging any royalties from event sales. Painting with a Twist’s website notes this initiative has resulted in nearly $7 million donated to nonprofits including Make-A-Wish Foundation, Habitat for Humanity and the Vera Bradley Foundation for Breast Cancer.
Franchisees can host a monthly Painting with a Purpose class toward a nonprofit of their choice. These monthly events tend to benefit local causes, allowing franchisees the freedom to support their communities in how they see fit.
Deano said classes have historically supported animal rescues, women-centric causes, children’s charities and cancer awareness. Franchisees are required to donate at least half of the proceeds to the nonprofit, but Deano said most give 100 percent.
While the initiative is not a requirement in the franchise agreement, Deano said most franchisees buy into it: “I mean, who wants to say, ‘No, I don’t want to give back’?”
The initial investment required to open a Painting with a Twist franchise ranges from $119,000 to $255,500. Unit sales in 2023 averaged $251,747, according to the brand’s franchise disclosure document.
When it comes to charitable work, Deano learned genuine involvement needs to be a two-way street between the brand and nonprofit.
“It has to not just be a PR stunt,” she said. “You really need a nonprofit who’s willing to get involved … with people who are trying to help and are not just someone that wants the company to promote their nonprofit. You want a real partner when you choose your nonprofit, and you want nonprofits that speak to your customers.”
The brand sees additional benefits from a business standpoint. Deano noticed customers feel more inclined to frequent a brand authentically invested in charitable efforts, especially when those efforts feed back into their communities.
“Franchising is not easy—not just for the franchisor, but the franchisees,” she said. “They’re putting a lot out there on the line, and they’re working hard. This was a way to make them feel like there was more to it than, ‘Let’s just make some money.’ We’re doing more. In my mind, it speaks to my heart, and we found it speaks to most people’s hearts.”
