Think National. Win Local: How Franchisees Can Market Smarter Without Breaking Brand Rules


The best franchisees know how to make a national brand feel like the neighborhood favorite. Discover practical ways to empower local marketing while protecting brand standards, plus ideas your operators can start using immediately. 

Attendees will learn to:

  • Build brand standards and SOPs that scale cleanly across new and existing markets. 
  • Set up quality and audit systems that catch drift before it becomes a brand problem.
  • Create local store marketing frameworks that empower franchisees inside clear guardrails.
Panelist
Peter Wiley
Vice President and CMO / CTO
Hot Head Burritos
Peter grew up working in the restaurant industry, waiting tables at 12 years old in Skyline Chilis his family operated. He has done everything from washing dishes to being a line cook, to bartending, to being a store manager. He has spent the last 20 years developing brands and marketing materials across a wide variety of platforms, including live events, TV, radio, print, web, mobile apps, and social media. In 2007, Ray recruited him to help develop the Hot Head Burritos brand, where he now serves as the Vice President of Marketing and IT. He also oversees the operation of 10 Hot Head Burritos locations in the Toledo, Youngstown, Akron, and Cleveland markets. Peter is married with 5 kids, 3 grandchildren, 3 cats, and 2 dogs. He enjoys fine bourbon, wine, camping, and running sound for a local country band in his free time.
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