Franchise development is being reshaped by changing buyer behavior, rising acquisition costs, longer decision cycles, new technology and heightened expectations for measurable growth. What worked yesterday may no longer be enough to build a healthy, sustainable pipeline.

In this forward-looking Growth Lab, franchise leaders will examine the most significant changes and predictions affecting franchise development marketing and sales. The panel will explore how brands are adapting their lead-generation strategies, using AI and automation responsibly, redefining sales effectiveness and aligning development teams around stronger unit economics and candidate quality.

The conversation will also address what CEOs now expect from franchise development leaders—including clearer forecasting, greater accountability, stronger cross-functional alignment and a more direct connection between development activity and long-term system health.

Following the 25-minute panel, participants will move into facilitated roundtables to discuss:

• Which franchise development strategies are becoming less effective—and what is replacing them
• How marketing and sales roles, capabilities and metrics must evolve
• Where AI, automation and data can improve the candidate journey
• What CEOs need to see to confidently invest in franchise development
• The most important changes brands should make over the next 12–24 months

Attendees will leave with peer insights, practical ideas and a clearer view of how to prepare their franchise development organizations for what comes next.