Meet Safiah Arooz, CFE!
Safiah joined COBS Bread in August 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 as V.P. Development for over 6 years and New York Fries and South St. Burger for over 13 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. She completed her MBA in 2023 graduating with a specialization in Entrepreneurship and earned a position on the Dean’s list. Safiah recently earned the Certified Franchise Executive (CFE) designation, a recognized credential within the franchising industry, signifying a commitment to professional development and expertise in franchising
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!
What inspired you to join the CFE program?
As an advocate of continuous learning, the CFE program offered the right balance of knowledge and skills in various facets of franchising.
What does having your CFE Designation mean to you?
The CFE designation is considered the “gold standard” for Franchising professionals. It not only validates a commitment to excellence, but it also signals expertise in the franchising industry.
What has been the most challenging part of obtaining your designation?
Time and dedication required to complete the various components of the program.
Do you have any advice for current CFE participants or those looking to get started?
Stop thinking and start doing. Don’t build your own roadblocks. Special kudos to the CFA team for nudging me to the finish line!