Safiah joined COBS Bread in 2023 as the Director of Franchise Recruitment, North America managing the brand’s expansion across Canada.

Safiah brings considerable experience to her position, having worked in franchising leadership roles with Mary Brown’s Chicken, New York Fries and South St. Burger for over 15 years. She has acquired a solid knowledge of all aspects of the quick-serve restaurant business: operations, legal, marketing and of course, franchise development. Safiah is particularly excited about COBS Bread evolution and progression as a company and her role in helping shape the brand’s growth across Canada.

Safiah is skilled in liaising with clients on a global level – giving her the opportunity to explore her greatest passion – meeting and enjoying people from all walks of life. Safiah brings her joie de vivre to every interaction, evident in her zest for COBS Bread franchising and the industry as a whole! She holds a BCOM in Hospitality & Tourism Management and an MBA (Hons) with a specialization in Entrepreneurship.