How Cheech & Chong is powering independent dispensaries nationwide without becoming an MSO
15active dispensaries across 6+ states, with plans to expand to 100+ locations
About Cheech & Chong’s Cannabis Company
Cheech & Chong is one of the most iconic brands in cannabis history.
For more than five decades, Cheech Marin and Tommy Chong have shaped how cannabis is portrayed, discussed, and ultimately normalized in mainstream culture. Long before legalization, they helped bring cannabis into the public conversation through comedy, storytelling, and counterculture credibility that still resonates today.
Rather than becoming a traditional multi-state operator (MSO), the company operates a reverse licensing model — partnering with independently owned dispensaries to bring the Cheech & Chong brand, retail design, technology, and national marketing engine into local stores, while allowing operators to retain ownership and autonomy.
Today, Cheech & Chong supports 15 dispensaries operating or in buildout across 6+ states, with plans to expand to 100 branded locations nationwide over the next 12-18 months.
"Our goal has always been simple. Independent retailers deserve the same level of tools, data, and operational support as MSOs."
Jonathan Black
CEO, Cheech & Chong’s Cannabis Company
A network built for independent operators
Cheech & Chong’s reverse licensing model unlocks growth, but it also introduces operational complexity.
Each dispensary partner is independently owned, often operating under different licenses, ownership groups, and state regulations. To scale nationally, Cheech & Chong needed technology that could support:
Multiple ownership groups across states
Clean data separation by licensee
Centralized access to sales and performance data
Seamless integration with Headset and custom systems
Flexibility to support national brand and loyalty initiatives
"We’re not in control of all of these assets. We license the brand, but the operators are in control. We needed infrastructure that respected that — without forcing everything into a single rigid system.”
Jace Bueno
Chief Operations Officer, Cheech & Chong’s Cannabis Company
That’s where Flowhub came in.
Why Cheech & Chong chose Flowhub
Flowhub’s open architecture and multi-location capabilities made it possible to support Cheech & Chong’s reverse licensing model without sacrificing control or visibility.
Rather than forcing retailers into a one-size-fits-all system, Flowhub allows each dispensary to operate independently while still giving Cheech & Chong centralized access to aggregate data across stores.
“We don’t want to log into 14 different systems and stitch reports together,” says Bueno. “We want clean, centralized access to the data we need.”
Flowhub’s real-time APIs also enable Cheech & Chong to integrate directly with Headset and build custom reporting workflows.
“We’ve got over 420,000 customers every year. For us, access is everything. Technology lets us create that access faster. When brand, operators, and technology work together, you get one holistic message and a much better experience for everyone.”
Jace Bueno
Chief Operations Officer, Cheech & Chong’s Cannabis Company
Cheech & Chong’s reaches hundreds of thousands of consumers each year through retail, digital, and cultural channels. Flowhub provides the operational backbone that turns that demand into consistent, high-quality retail experiences while allowing each location to stay rooted in its local community.
The impact: Infrastructure that preserves independence
For Cheech & Chong, Flowhub isn’t just a POS provider — it’s long term infrastructure. "Flowhub strengthens the foundation of our partner ecosystem and gives dispensaries the confidence to run smarter, more efficient businesses," says Black.
The partnership enables Cheech & Chong to scale a national retail presence without compromising the independence of its partners, while giving operators access to enterprise-level tools typically reserved for large MSOs.
“This is about giving retailers real support, not just branding. When you combine the right technology with trusted partners and a clear operating framework, you give independent stores a real chance to compete and grow.”
Jace Bueno
Chief Operations Officer, Cheech & Chong’s Cannabis Company
It’s a model designed for the long game, one where independence, infrastructure, and community grow together.
Thank you Cheech and Chong’s Cannabis Company! It’s a dream to partner with such an iconic brand. We’re honored to help bring your vision for independent, modern cannabis retail to life.
