Kiani Alvarez
kiani@franquiciasmagazine.com
FORT LAUDERDALE, FLORIDA - September 15, 2024. The Franchise Expo South, one of the largest and most anticipated events in the southern United States in the franchise world, took place from September 6 to 7 at the Broward County Convention Center in Fort Lauderdale, Florida. Organized by MFV Expositions and Comexposium, this event brought together over 200 exhibitors and attracted more than 2,000 entrepreneur candidates looking for franchise ownership opportunities.
Franchise Expo South is the largest franchise industry event in the southern United States, offering more than two dozen workshops and sessions to educate attendees about the investment process in franchises, growth, and expansion. Martin Joksimovic, president of MFV Expositions, highlighted the importance of the location by stating that “South Florida is the perfect place, with a business-friendly environment.” Following previous successes in expos in New York and Los Angeles, Franchise Expo South seeks not only to connect franchisors with motivated entrepreneurs but also to provide a platform to experience the potential of the thriving franchise industry.
This year, the event stood out for including a wide range of sectors such as food and beverage, healthcare, retail, services, and more. From emerging brands to influential franchises like 7-Eleven, Burger King, IHOP, Little Caesars, and Retro Fitness, all were present, seeking opportunities to close significant deals and expand their networks. A notable example was TruGolf Links, an emerging franchise that signed an agreement to open 40 new locations at the most recent expo.
The Latino Pavilion: A Milestone for Latino Franchises
For the first time in the history of this event, MFV Comexposium allowed the Latino Franchise Association (LFA) to have an exclusive pavilion for Latino brands, representing a significant advancement for Latino franchises in the U.S. market. This space not only highlighted the diversity of Latino businesses but also facilitated these brands connecting with potential investors and exploring new growth opportunities.
Among the Latino franchises that participated were: Butaque Tex-Mex Restaurant, an emerging Tex-Mex food franchise with Puerto Rican roots; Threenity, a Brazilian franchise offering an exclusive selection of jewelry, watches, and sunglasses; Bambu Brasil, a Brazilian-owned boutique specializing in bikinis, swimwear, and activewear; and Movita Juice Bar, a health-focused brand selling natural juices to maintain physical wellness. These brands showcased a rich variety of products and services that emphasize the dynamism and impact of Latino franchises across different sectors.
The CEO and Founder of the Latino Franchise Association, Rafael Alvarez, expressed his gratitude to Martin Joksimovic, president of MFV Comexposium, for providing this great opportunity to the Latino community:
"I want to thank Mr. Martin Joksimovic for allowing us Latinos to showcase our franchise brands at this important event. This is a historic moment in which, for the first time, we are allowed to have a Pavilion of Latino Brands at Franchise Expo South. This is a testament to the growing impact and potential of our businesses in the franchise industry."
The Latino pavilion was a focal point of the event, attracting the attention of entrepreneurs interested in investing in businesses that resonate with the growing Latino communities in the U.S., providing a platform for growth and visibility for these brands in a competitive business environment.
Special Programming and Workshops
Franchise Expo South offered a wide array of exclusive and educational programming. In addition to the participation of leading franchise brands, the event included informative workshops such as the Emerging Pavilion, a space dedicated to emerging franchisors, and the Business Resource Center, where providers and vendors specializing in franchises offered their services.
This year, the Latino Franchise Association also organized the conference "The Progress of Latinos in Franchising," a highlighted event within the expo, featuring recognized Latino leaders in the franchise industry such as: Rafael Alvarez, Ricardo Rivera, Ivan Jimenez, Richard Santos, Christian Lopez, Nathali Oliveira, Paulo Argollo, Reinaldo Pirela, Gregory Ugwi, Martin Joksimovic, Dr. John Hayes, Monica Tapia-Mularski, Terri Braun, Jason Anderson, Louis Picazo, Tariq Johnson, Cecilia Bonilla, and Jorge Campos.
The agenda of the conference included several key panels addressing essential topics for the Latino community in franchising:
- The Progress of Latinos in Franchising
- Latino Owners and Founders of Franchise Brands
- Why are there few Latinos in the franchise industry and what should we do to change that?
- Special presentation by Dr. John Hayes on the importance of education in the franchise industry
- Start-up and Emerging Franchise Competition
These panels allowed for discussions on the opportunities and challenges faced by Latino entrepreneurs in the industry, highlighting success stories and offering strategies to foster greater Latino representation in the world of franchising.
International Outlook
Exciting news for international visitors was the inclusion of the event in the TEPP program by the U.S. Department of Commerce, designed to recruit foreign delegations and connect U.S. franchisors with international markets such as Latin America and the Caribbean. This presents a perfect opportunity for franchises seeking to expand into these regions.
A Promising Future for Latino Franchises
The participation of the Latino Franchise Association in Franchise Expo South was a milestone for Latino franchises, highlighting the tremendous growth potential of this sector in the U.S. and beyond. With the visibility and support provided by these events, Latino entrepreneurs are better positioned to take their businesses to the next level.
About MFV Expositions: MFV Expositions is the world’s largest producer of franchise expos, known for its successful events across the U.S. and abroad. The company connects franchisors with potential franchisees, offering unique growth opportunities for both parties.
About the Latino Franchise Association (LFA): The Latino Franchise Association (LFA) is an organization dedicated to promoting and supporting Latino entrepreneurs in the franchise world. Its mission is to provide resources, education, and a network of contacts to help Latinos enter, grow, and thrive in the franchise industry. Through events like Franchise Expo South, the LFA aims to increase the visibility and representation of Latinos in the sector, highlighting the impact and potential of Latino-owned businesses.
