Building Your Brand Personality for Franchise Development

Successful franchisors understand that the average consumer isn’t their only customer. In fact, future business owners are just as important as lunch and dinner customers when it comes to building your business. This session will show you how to use marketing techniques, including social media, for franchise development.


Scott Davis | Chief Concept Officer | CoreLife Eatery

Scott Davis is a leader and Innovator in the Fast Casual Restaurant industry specializing in brand positioning and clean/healthy menu development. In September 2016, he joined the CoreLife Eatery team to head up menu development and guide strategic brand growth. Scott’s experience during the growth of both Au Bon Pain and Panera Bread make him an invaluable asset for the CoreLife team. In his role as the Chief Concept Officer for Panera Bread from the inception of the brand until December 2014, Scott oversaw all menu development, category management, design and sustainability efforts. Scott was also an integral part of Panera’s marketing and strategy teams guiding the brand’s evolution.

Kevin King | Chief Development Officer | Smoothie King

Kevin King has been Smoothie King’s Chief Development Officer since May of 2016. Prior to joining Smoothie King he was the managing member of Project Pie, LLC in Carlsbad, CA from June of 2015 to May of 2016. Kevin was Chief Development Officer of Papa Murphy’s in Vancouver Washington from 2011-2015. Before that he held senior positions in operations and development since 2005. Kevin has also had senior level positions with Chase and Donatos Pizza.

Jeff Sturgis | Chief Development Officer | McAlister’s Deli

Jeff Sturgis has nearly 20 years of experience in the areas of franchise sales, franchise development and franchise strategy. In his current role with McAlister’s Deli, Jeff is responsible for the strategic planning and execution of all franchise development activities. Prior to joining McAlister’s, Jeff was the Founder and President of Franchise System Advisors, a consulting and strategic planning firm focused on the franchise industry. At Franchise System Advisors he worked with franchisors to help them evaluate, develop and implement successful franchise sales & development strategies. Prior to founding FSA, Jeff spent 3 ½ years as the Vice President of Franchise Development for Fantastic Sams Hair Salons. Prior to Fantastic Sams, Jeff spent 4 ½ years as the Regional Vice President of Franchise Sales for FOCUS Brands. In this role, Jeff was responsible for all US franchise sales activities for Carvel Ice Cream and Cinnabon.


Matt Silk | Head of Strategy | Waterfall

As Head of Strategy at Waterfall, Matt Silk drives innovative mobile marketing programs for restaurants serving to increase consumer engagement, generate revenue and expand the brand’s footprint. These marketing programs integrate traditional marketing channels with the new and emerging technologies of today. Prior to Waterfall, Matt held senior positions with E*TRADE Financial including Director of Retail Product Management, where he was responsible for web brokerage and core user experience. He began his career at the Wharton Small Business Development Center, where he managed a portfolio of clients and provided one-on-one management consulting to entrepreneurs in the Philadelphia region.

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