Joel Friedman currently is President of JSF Franchise Group Inc. that helps develop Brands through the Operational, Franchise and Real Estate side of the business. Prior to that he was with Shoeless Joe's Restaurants as Sr. VP - Franchising & Real Estate in June 2008. From 2003-2008, he worked with Prime Restaurants of Canada Inc. as Director, Strategic Development & Non-Traditional Channels as well as Manager, Licensing & Development Ontario & Atlantic Region. Joel was responsible for developing new franchise ownership strategies and exit strategies for all restaurants franchised by Prime Restaurants (Casey™, East Side Mario™ and Fionn McCool™). He was responsible for new franchise deals, establishing and improving existing processes, monitoring adherence to franchise law, and was the point of contact for banks on all financing. He was also a member of the Corporate Brand Development Committee and the Approval Board. He was a Senior Director Business Development for National Grocers Retail (Division of Loblaw™ Inc.) prior to joining Prime and worked for other companies such as Second Cup.