Global Franchise Issue 10.1

04 Hard truths on market entry Dugan Aylen from UK franchise consultancy firm, The Franchising Centre, added a layer of caution, explaining that a number of franchise systems launched in the UK and U.S. since the ‘90s are no longer in operation. Why? Aylen believes many underestimated the time, investment, and strategy needed to grow internationally. Pitfalls like weak partner selection and unrealistic growth projections are common. Dugan’s message was clear: successful expansion isn’t about speed – it’s about building solid foundations in the right markets, with the right support. 05 Sales & recruitment trends After lunch, FranConnect’s BartVan Dessel shared insights drawn from 800+ brands.While most leads come from internet and brokers, it’s actually referrals and existing franchisees which convert much more efficiently. The IFA’s economic data also showed franchising’s ongoing strengths and why it contributed $936B to the U.S. economy in 2024. Multi-unit deals are growing, private equity is playing a bigger role, and brands are using AI, automation, and creative formats like co-branded units to push development further. In short, smart growth is winning over fast growth. 06 Strategy, not templates Fernando López de Castilla of GNFWorldwide didn’t sugarcoat his message in a lively and entertaining session: copy-paste expansion doesn’t work. His advice to franchisors? Focus on the when, how, and where, because faster growth often means less control. He outlined strategic options like master franchising, joint ventures, and area development, encouraging brands to align their approach with their goals and capacity. His closing remark raised chuckles and several nods of agreement: “If you think your concept is the hottest thing since the Big Mac, you’re not yet ready to expand.” Success in action The day wrapped up with a lively panel moderated by Mary Kennedy Thompson, CEO of BNI Global and Chair of the IFA. Speakers included Enrique Kaufer (Dine Brands), Stuart Harley (ComputerXplorers), and Gary Robins (The G & C Robins Company). Each shared their international franchising journey – the challenges, the wins, and the importance of staying grounded in mission. Matt Haller and Mary Kennedy Thompson closed the session with this challenge: Don’t just expand. Embed. Grow with purpose... and build something that lasts. “If you think your concept is the hottest thing since the Big Mac, you’re not yet ready to expand” Fernando López de Castilla, GNF Worldwide 75 GLOBAL-FRANCHISE.COM IFA Internat iona l Market Entry Seminar