With thousands of already-established franchise businesses to compete with, newer franchisors have to innovate in order to make their concept stand out from the crowd. Here are seven of the most innovative companies from Entrepreneur’s 2017 Top New Franchises ranking, and what they’re doing differently.

Related: 2017 Top Franchises from Entrepreneur’s Franchise 500 List

Blaze Fast-Fire’d Pizza

Blaze Fast-Fire’d Pizza

Ranked #2 on the 2017 Top New Franchises list

2017 Curio

Curio — A Collection by Hilton

Ranked #29 on the 2017 Top New Franchises list

In franchising, conformity is often seen as one of the keys to success. Most hotel franchises, for instance, want guests to experience the same style and service at every location around the world. Of course, many travelers are much more interested in experiencing the new and novel than the comfortable and familiar.

That’s where Curio comes in. Each high-end hotel in the collection is unique, from the name it does business under (like The Darcy in D.C. and Boulders Resort & Spa in Carefree, Ariz.) to its locally inspired design elements and amenities. A number of historic hotels have also joined the brand, like the St. Louis Union Station Hotel, with its famous hand-cut Tiffany glass Allegorical Window, built in 1894.

Two Maids & A Mop

Two Maids & A Mop

Ranked #36 on the 2017 Top New Franchises list

Bram Wahl

Apex Energy Solutions

Ranked #58 on the 2017 Top New Franchises list

Nathaniel Norton

Midtown Chimney Sweeps Franchising

Ranked #68 on the 2017 Top New Franchises list

Christian Thomas Hynes

Cousins Maine Lobster

Ranked #76 on the 2017 Top New Franchises list

Snapology

Ranked #99 on the 2017 Top New Franchises list

There are plenty of franchises using Lego blocks to teach STEM skills, but Snapology believes they can be used to make the world a better place in other ways, too — like combating bullying. The company’s new Building Commitment to End Bullying program uses interactive, hands-on activities and celebrity videos to help kids see bullying situations from the perspective of the bully, the victim and the bystander. They’re taught empathy for both victim and bully, and empowered with practical ways to intervene if they find themselves as bystanders. The company also offers a number of programs for special-needs children, such as Bricks & Buddies, which pairs them with a teen or preteen to play, learn and build friendships.