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
Speaker:
Kirk Allen is a former member of the CFA Board of Directors and Co-Founder of Reshift Media, an award-winning digital marketing agency based in Toronto. Reshift’s latest accolades include the CFA 2025 Distinguished Franchise Supplier Recognition Award and the 4-time winner of the Best Franchise Marketing Firm at the Global Franchise Awards held in Las Vegas at the IFA Convention in February 2026. Reshift has developed a proprietary digital marketing platform to generate superior leads designed specifically for franchise development professionals.
