Multi-Unit Franchising Conference 2026: What you have missed so far

By Sean Goldsmith

Secrets from the Multi-Unit Franchising Conference 2026. Discover AI tech, Superfan frameworks, and scaling strategies to dominate the industry now.

As the Multi-Unit Franchising Conference (MUFC) 2026 hits its stride at Caesars Forum, the energy in the hallways and Summit Ballroom feels less like a typical industry gathering and more like a high-stakes strategy session for the franchise operators who quietly power billions in annual revenue.

Now midway through its four-day run (March 24–27), the event—hosted by Franchise Update Media in partnership with the International Franchise Association—has delivered a potent mix of relationship-building, customer-experience frameworks, big-picture leadership lessons, and practical talk about navigating 2026’s shifting consumer and labor landscape. With hundreds of multi-unit and multi-brand franchisees in attendance representing tens of thousands of locations, the conversations are grounded, urgent, and forward-looking.

Day 1: Golf, Cocktails, and First Connections

The conference kicked off Tuesday with classic MUFC-style networking. Attendees teed off at the Siena Golf Club for the annual golf tournament, complete with carts, competition, and a post-round awards reception that doubled as an icebreaker. Later that evening, first-time franchisees gathered for an exclusive meet-and-greet with the Conference Advisory Board, top operators from brands like Jersey Mike’s Subs and Sola Salon Studios, while sponsors and exhibitors kicked off their own networking party.

A franchisee-only opening event at Carmine’s Restaurant brought cocktails, hors d’oeuvres, and direct access to the advisory board. Social media lit up with arrival posts: exhibitors like raynmakerai announcing their AI sales demo at Booth #2509, KeyHR confirming their team was on the ground at Booth #2535, and Spadea Lignana’s Lina Alibegil inviting in-person franchise law discussions. The tone was set: this is where deals get discussed and partnerships begin.

Day 2: From Superfans to Scaling Empires

Wednesday delivered the first full slate of general sessions, and it did not disappoint.

Chairman Mitch Cohen (a multi-unit franchisee with Jersey Mike’s Subs and Sola Salon Studios) opened the day in the packed Summit Ballroom, framing the conversations around practical solutions for growth amid fresh 2026 challenges.

The standout morning session came from customer-experience expert and author Brittany Hodak, who led an interactive workshop on “Creating Superfans.” In today’s Experience Economy, Hodak argued, loyalty isn’t built on transactions alone, it’s earned through emotional connections that drive raving fans, repeat visits, referrals, and glowing reviews. Attendees left with her five-part Superfan Framework and ideas they could reportedly “activate the moment they get home.” Pre-event buzz called it a can’t-miss for operators looking to differentiate on service.

That momentum carried into a timely panel: “The Consumer & Employee Reset: Rethinking Value and Service in 2026.” Moderated by multi-unit franchisee Gary Robins (Supercuts, Waxing the City), the discussion featured generational strategist insights alongside operators like Mike Kulp (KFC, Taco Bell, Arby’s, Sonic). Panelists unpacked how shifting demographics are reshaping where people work, spend, and place their trust—then translated those trends into real-world tactics around labor models, unit economics, and customer experience.

The marquee moment arrived with a rare fireside chat featuring Greg Flynn, founder, chairman, and CEO of Flynn Group—the world’s largest franchise operator with more than 2,900 locations across major brands including Applebee’s, Taco Bell, Panera Bread, Arby’s, Pizza Hut, Wendy’s, and Planet Fitness. Moderated by IFA President & CEO Matt Haller, the conversation explored scaling massive enterprises, building durable infrastructure, managing franchisor relationships, and leading with both profit and purpose. For ambitious multi-unit operators eyeing multi-brand growth, it was widely viewed as a masterclass.

The afternoon closed on an inspirational high with Jon Dorenbos, the two-time NFL Pro Bowler, world-class magician, and America’s Got Talent alum. Blending jaw-dropping illusions with his personal story of resilience—from foster care and tragedy to NFL success and open-heart surgery—Dorenbos challenged attendees to rethink perception, rewrite their own narratives, and bring mental agility to leadership under pressure.

Lunch and extended Exhibit Hall hours (described as the “Ultimate Deal-Making Forum” with 300+ franchisors and vendors) kept the networking momentum alive well into the evening.

On the Ground: Tech, Talent, and Growth Messaging

Throughout the first two days, the exhibit hall and social channels reflected the industry’s current priorities. AI and automation providers like Miso Robotics and raynmakerai promoted sessions and demos focused on practical implementation identifying operational friction before adopting tech and ensuring real ROI. Workforce solutions firms like KeyHR emphasized building strategic foundations for growth rather than reactive hiring. Brands such as Camp Bow Wow highlighted reduced-investment models, while others used the platform to showcase expansion momentum and invite connections.

Social activity has been steady but measured - mostly booth announcements, arrival posts, and invitations to connect, reflecting the event’s reputation as a place where the real value often happens in quiet conversations rather than public posts.

What’s Next and the Bigger Picture

As of Thursday (Day 3), breakout workshops on financing, marketing, succession planning, AI implementation, and profitability are underway, with the prestigious Most Valuable Performer (MVP) Awards scheduled for 1:30 PM in the Summit Ballroom. Categories include Mega-Growth Leadership, Multi-Brand Leadership, Innovation, Veteran Entrepreneurship, Noble Cause, and the American Dream Award. Winners will receive onstage recognition, magazine profiles, and VIP treatment—celebrating the peer-nominated standouts who embody excellence in franchising.

The conference wraps Friday with final sessions, but the real test will be what operators take home: new partnerships, refreshed strategies for customer loyalty, clearer paths to enterprise scaling, and inspiration to navigate whatever 2026 throws at them.

In a year defined by resets, consumer expectations, labor markets, technology adoption, and economic pressures - MUFC 2026 so far has lived up to its billing as the one event built by multi-unit franchisees, for multi-unit franchisees. As Chairman Cohen and others have emphasized, it’s not just about adding units; it’s about building sustainable, purpose-driven enterprises that can thrive in the years ahead.

Full recaps, attendee takeaways, and MVP winner details are expected to emerge in the coming days as the event concludes. For now, the consensus from the floor appears to be: the conversations that matter most in franchising are happening right here in Las Vegas.