The International Franchise Entrepreneur

Highlights from the 2026 Multi-Unit Franchising Conference 2026

By Sean Goldsmith

Discover the key trends from the 2026 Multi-Unit Franchising Conference. Learn how top operators are scaling portfolios, winning MVP awards, and driving growth.

The 2026 Multi-Unit Franchising Conference delivered its strongest showing yet, drawing more than 2,200 attendees and uniting roughly 823 franchisees (750 from the U.S. and 73 international). These operators represented 550 distinct franchise enterprises, approximately 22,000 units, and more than $25 billion in annual systemwide revenue. Far from a generic industry gathering, MUFC positioned itself as the premier platform where sophisticated multi-unit and multi-brand operators—46% with 10+ units, 37% with 20+ units—came to scale, acquire, and innovate. Over half were return attendees, underscoring the event’s unmatched value for serious players.

Pre-event surveys painted a clear picture of intent: 77% of attending franchisees planned to add new brands to their portfolios, 77% were eyeing acquisitions of existing units, and the group collectively aimed to open around 4,400 new units in the next 12 months—accounting for more than a third of projected industry growth per the International Franchise Association and FRANdata 2026 forecast. Another 52% sought meetings with private equity and financing partners. The brand mix reflected the broader landscape: 52% food (QSR, fast casual, casual dining), 38% service, and 10% retail, with 430 unique brands represented and multi-brand ownership the norm (over 25% held two brands; nearly 20% held three or more).

Spotlight on Excellence: 2026 MVP Awards

The conference’s emotional centerpiece was the presentation of the Most Valuable Performer (MVP) Awards by Multi-Unit Franchisee Magazine. Selected from a record number of nominations by a panel of judges, the awards honored franchisees operating five or more units for at least two years who exemplified outstanding growth, innovation, leadership, and community impact. Winners were recognized on stage during the general session.

2026 MVP Award Winners:

  • Mega-Growth Leadership Award: Luke Andrus, Anytime Fitness – celebrated for exceptional expansion and scaling excellence.

  • Spirit of Franchising Award: Wade Oney, multi-brand operator with Qdoba Mexican Eats, Papa Johns, and Starbucks – recognized for enduring performance, growth, and community contributions.

  • Single-Brand Leadership Award (tie): Katie Lee and Hope & Brian Bayer, Goldfish Swim School; and Bryant Greene, Always Best Care – for demonstrating standout leadership within a single brand.

  • Veteran Entrepreneurship Award: Rick Cseak, Home Helpers Home Care – honoring outstanding performance, leadership, and innovation by a military veteran.

  • Influencer for Husband & Wife Team Award: Mark & Jan Mansfield, Sport Clips.

  • Noble Cause Award: Shak Patel, Potbelly Sandwich Works – for exceptional community involvement and purpose-driven leadership.

  • American Dream Award: Nadeem Bajwa, Papa Johns – spotlighting inspirational entrepreneurial achievement.

  • Innovation Award: Bart and Theresa Casiello, Zips Cleaners – for creative thinking and forward-looking operational advancements.

  • Multi-Brand Leadership Award: Ali & Emad Lakhany, Popeyes Louisiana Kitchen, Tim Hortons, and Andy’s Frozen Custard – recognized for masterful management across multiple concepts.

These awards underscored a core theme: the real drivers of franchising success are experienced, multi-unit operators who treat their businesses as sophisticated enterprises rather than side ventures.

Key Sessions and Takeaways: AI, Super Fans, and Scaling with Discipline

Programming zeroed in on real-world challenges and opportunities for large-scale operators. Sessions emphasized practical execution over theory:

  • AI and Technology Integration: A standout session from Miso Robotics (featuring Matt Forbush and Mary Pillow-Thompson) stressed identifying operational friction and inefficiencies before adopting tech. The message was clear—don’t chase shiny tools; evaluate readiness, focus on ROI, and implement automation that genuinely drives impact. This theme echoed throughout the exhibit hall, where suppliers showcased solutions tailored to multi-unit realities.

  • Creating Super Fans: Customer-experience expert Brittany Hodak delivered insights on building emotional loyalty and turning customers into advocates—critical for retention and organic growth in competitive sectors.

  • Leadership and Innovation: Keynote perspectives from magician and former NFL player Jon Dorenbos challenged attendees to think differently, while Greg Flynn (founder of one of the world’s largest franchise groups) shared hard-won lessons on building empire-scale operations.

  • Consumer and Labor Trends: Panels, including one featuring foodservice analyst David Henkes, explored shifting guest behaviors and workforce dynamics—topics that resonated deeply with operators facing ongoing staffing and demand challenges.

Peer-led sessions and brand showcases fostered direct connections between operators, franchisors, and vetted suppliers. The exhibit hall buzzed with conversations around capital strategy, infrastructure optimization, risk management, and multi-brand portfolio expansion.

Social Media and On-the-Ground Buzz

Social channels captured the event’s energy in real time. On LinkedIn, IFA President Matthew Haller’s post went viral within the franchising community, highlighting the staggering economic footprint of attendees and framing MUFC as the place for brands to meet sophisticated operators. Comments poured in praising the scale and quality of the room, with many calling it a “do-not-miss” event and noting return attendance streaks (one operator on their eighth year).

Instagram and Facebook featured exhibitor highlights—particularly around the AI-focused sessions—and booth activity from brands like PrimoHoagies, Farmer Boys, and tech providers. Posts emphasized networking, forward-thinking ideas, and the unique peer-to-peer learning environment. A popular Instagram reel recapped panel discussions and the electric atmosphere of connecting with like-minded multi-unit leaders.

Overall sentiment across platforms: This wasn’t just another conference—it was a high-caliber convergence of the industry’s most influential operators, where deals were discussed, strategies were refined, and relationships that drive real growth were forged.

The Bigger Picture

The 2026 MUFC reinforced a powerful truth about modern franchising: growth in 2026 and beyond belongs to disciplined, multi-unit operators who leverage data, technology, and proven systems while staying laser-focused on unit economics, talent, and customer loyalty. With franchisees openly signaling aggressive expansion plans, the event served as both a marketplace and a masterclass—proving that the most valuable performers aren’t just running locations; they’re building resilient, scalable empires.

For anyone serious about multi-unit franchising, the message from Las Vegas was unmistakable: the room where the industry’s future is shaped is the one filled with operators who already operate at scale—and they’re more motivated than ever to grow.