The way prospective franchisees discover, evaluate, and engage with franchise opportunities is changing rapidly. AI-powered search, evolving digital behaviour, rising lead costs, changing validation patterns, and increased competition for qualified operators are reshaping franchise development across North America.

Drawing on industry research, search data, and franchise recruitment trends, this session explores how the franchise buyer journey is evolving, what is driving demand today, and where franchisors are seeing the greatest challenges and opportunities for growth.

Topics include:

- AI and the future of franchise search

- How candidates are discovering franchise opportunities

- Lead quality vs. lead volume

- Digital recruitment performance and emerging benchmarks

- Changing validation and due diligence behaviours

- Brand visibility and franchise recruitment

- The growing role of resales in franchise growth

- What development leaders should be watching in 2026

Learning Objectives

1. Understand the major market and digital trends influencing franchise development.

2. Assess how candidate discovery and research behaviours are evolving.

3. Identify opportunities and risks that may impact future growth strategy.

Complete a growth assessment worksheet to:

1. identify which market and recruitment trends are having the greatest impact on your brand

2. assess how prospective franchisees are finding and evaluating your opportunity today

3. compare your current development challenges against broader industry trends

4. identify areas where your franchise development strategy may need to evolve

Attendees will leave with a prioritized list of growth opportunities, emerging risks, and strategic questions to explore with their leadership teams.