Taking place October 19-20 in sunny San Diego, CA, this year's programming will expand beyond just marketing and technology. We'll focus on three tracks and what innovations are happening in those fields: franchise operations, franchise development, and marketing. (The colors correspond to the below schedule.)

FranTech is THE place to be to learn about new and innovative ways to streamline your business and grow your sales and customer base.

You will earn 300 CFE Education Credits towards the completion of the Certified Franchise Executive (CFE) accreditation by attending this program.


  • Innovative solutions to help your business
  • Interactive sessions to expand your network
  • Dynamic speakers to inspire your growth


Mitch Joel

Best-Selling Author and Digital Marketing Expert; President, Mirum

Jeff Dudan

CEO, AdvantaClean Systems, Inc.

Tony Hopp

CTO, AdvantaClean Systems, Inc.

George Labelle

IPC Chief Information Officer, Subway

Mike Rotondo

CEO, Tropical Smoothie Cafe


3:00 pm – 5:30 pmRegistration Desk Open

4:30 pm – 5:30 pmFranTech Task Force Meeting

6:00 pm – 7:00 pmNetworking Happy Hour

Join fellow FranTech attendees the evening prior to the start of the conference, at Tin Roof San Diego - located right in the heart of the Gaslamp Quarter - for an evening of networking in a casual setting.

7:45 am – 5:00 pmRegistration Desk Open

7:45 am – 8:15 am

Continental Breakfast in “The Lab”

Discover cutting-edge tools and see hands on demonstrations in The Lab. Network with other attendees and see what the latest our technology experts have to offer to help increase your franchise system’s productivity, brand awareness and customer engagement, generate qualified leads and streamline operations overall.

8:15 am – 9:30 am

Welcome and Opening General Session with Keynote Speaker

Welcome By: Robert Cresanti, CFE, President & CEO, International Franchise Association

Keynote Speaker: Mitch Joel, Best-Selling Author & Digital Marketing Expert; President, Mirium

Algo/Rhythm - How Technology Connects Consumers to Brands Like Never Before

We live in a culture of change. Most brands are overwhelmed by the massive shifts that they have to make to their business models. Disruption is everywhere. Digital transformation is imperative. We live in the Uber-ization of everything. There are several new (and dramatic) realities that will force businesses to rethink many of their commonly held beliefs about what works in business today, and what the future may look like. Still worried about websites over mobile applications? Still struggling with content marketing and social media? There’s something happening - here and now - that pushes beyond this. Digital visionary and president of Mirum, Mitch Joel, looks into the near-future and what it means for business today.

9:30 am – 10:45 amProblem Solving Table Exercise

10:45 am – 11:15 amRefreshment Break in “The Lab”

11:15 am – 12:15 pm

Concurrent Breakout Sessions

Innovation in Operations: Utilizing Modern Technologies to Drive System Performance


  • 10 Tech Trends to consider including Robotics, Mobile, IoT.
  • How to Plan for the Disruptive Trends.
  • Driving Profits with Mobile Apps, Ordering & Alexa/Google Home.

Speakers: Marina O'Rourke, Senior Director Franchise Operations, IT, ServiceMaster Company; George Labelle, IPC Chief Information Officer, Subway; Sarah Luna, SVP, Operations, Club Pilates

Driving Franchise Sales Through Social


Sales focused Development Officers deliver best practices using the top performing social media platforms – Facebook, YouTube, Linkedin, Twitter, Instagram and others.

  • Generating leads and sales through these social channels.
  • Breaking down the cost and ROI versus traditional lead generation.
  • How are franchisors effectively engaging prospects on these platforms?

Moderator: Jack Monson, Director, Digital Strategy, Qiigo, Inc.
Speakers: Michael Powers, CFE, Managing Director, Painting with a Twist, LLC; Dan Durney, CFE, Franchise Development, Ben’s Barkplace, Inc.



Retention of customers is everyone’s business and it has a major effect on a company’s profitability. Why it’s easier to sell a product to an existing customer than a new prospect. Top five tips for retention and how to leverage your CRM to:

  • Know and identify your VIP customers - Pareto Principle.
  • Target customers with relevant offers.
  • Identify most profitable customers.
  • Personalize your follow ups.
  • Schedule your follow-ups.

Moderator: Kevin Haaland, Co-CEO, The Better Software Company
Speakers: Larisa Walega, CFE, Director, Marketing, Ziebart International Corporation; Jodi Boyce, VP, Marketing, Teriyaki Madness

12:15 pm – 1:45 pm

2nd Annual FranTech Awards Celebration Luncheon

The FranTech Awards will recognize best in class marketing campaigns that leverage technology platforms to create innovative programs that have helped franchise companies enhance their brands and increase franchise sales. Likewise, innovation in the franchise industry will be celebrated with its own category – measuring how tech-driven solutions in franchising are creating enormous value for franchise brands.



1:45 pm – 2:05 pmBreak

2:05 pm – 3:05 pm

Concurrent Breakout Sessions

Assessing & Upgrading Technology? Where to Start.


  • Questions to ask and how to decide what are the right moves.
  • Who to include in decision making and how to integrate perspectives.
  • Realistic budgets and ROI.
  • Ensuring technology scales with growth.
  • Outsourced technology – when to buy vs build.

Moderator: Faraz Iqbal, Vice President, Technology Solutions & Delivery, Naranga
Speakers: Mark Sweetnam, Director, Branding & Technology, Fish Window Cleaning Services, Inc.; Chelsea Sauder Kapka, Vice President, SafeWay Driving Franchise, LLC

Creating Efficiencies in the Franchise Sales Process


Tech savvy franchise sales executives share ways to use technology in the sales process to more find the right franchisee, faster.

  • How to convey key messages to franchise prospects more efficiently.
  • The importance of a robust CRM program.
  • Reaching prospects and keeping them intrigued through a variety of digital marketing strategies.

Moderator: Jam Hashmi, CEO, ClickTecs
Speakers: Rachel Rudisill, CFE, Director, Marketing, Express Services, Inc.; Gerry Henley, CFE, Executive Vice President, Office Pride Commercial Cleaning; Renuka Salinger, VP, Franchise Development, Camp Bow Wow

Loyalty Programs - The Data Driven Goldmine for Marketing & Franchise Sales


Focus on the data and take a deep dive into loyalty programs. How loyalty programs can help with finding new store locations, what marketing programs are driving sales, identifying who your customer really is, spending patterns etc.

  • Loyalty is not just about driving sales – although it does!
  • How can the data help with refining your overall marketing effectiveness?
  • How can the data help with decisions about product mix?
  • The rich data points loyalty brings can be even more valuable.
  • How can that data help with franchise development – both sales and site selection.

Moderator: Tom Epstein, CFE, CEO, Franchise Payments Network
Speakers: Reid Bechtle, CEO, ZIPS Franchising LLC; Mike Rotondo, CFE, CEO, Tropical Smoothie Cafe

3:05 pm – 3:30 pmRefreshment Break in “The Lab”

3:30 pm – 5:00 pmCase Study

5:00 pm – 6:00 pmReception in “The Lab”

7:30 am – 1:30 pmRegistration Desk Open

7:30 am – 8:00 amContinental Breakfast in “The Lab”

8:00 am – 9:30 am

General Session

Tackling Technology in a Growing Franchise Brand

Jeff and Tony will trek through the information technology landscape of a franchise organization and share technology lessons learned, offer solutions, and discuss today’s opportunities for franchisors. You will also learn:

  • How to avoid costly technology mistakes.
  • How to determine the total switching and integration cost of a new technology.
  • When is the right time to hire a CTO?

Let’s take a step back and look at what our employees, our franchisees, and our customers expect from our technology platforms, and how we can meet those expectations in this time of accelerated innovation, industry disruption, and unprecedented rates of change.

Speakers: Jeffrey Dudan, CEO, AdvantaClean Systems, Inc.; Tony Hopp, CTO, AdvantaClean Systems, Inc.

9:30 am – 10:45 amRoundtables

10:45 am – 11:00 amReception Break in “The Lab”

11:00 am – 12:00 pm

Concurrent Breakout Sessions

Getting the Team Onboard with Innovative Technology – Best Practices in Implementation and Adoption


  • Creating the best organizational environment for successful adoption with franchisees, corporate staff, and customers.
  • Creating and managing realistic timelines.
  • Identifying internal champions and working with vendors as partners in the process.

Moderator: Keith Gerson, CFE, President & Chief Client Advocate, FranConnect
Speakers: James Mowery, CFE, President, Fetch! Pet Care, Inc.; Bryon Stephens, President & CDO, Marco’s Pizza

Technology and Innovation in Franchise Development


One brand will share their success in franchise development focusing on:

  • The role technology plays in the sales process.
  • Innovations and efficiencies discovered and implemented to drive sales.
  • Where technology requires the most resources and investment.
  • Advice for revamping the sales process and tools.

Speakers: Kelly Crompvoets, Vice President, Marketing, Home Franchise Concepts, Inc; Jonathan Thiessen, Executive Vice President, Franchise Licensing, Home Franchise Concepts, Inc.

Creating an Engaging Environment, Outside Your Store


Explore the channels to effectively reach customers outside the store to keep them engaged and drive traffic to locations. Speakers will share their digital media strategies including mobile friendly ordering, aesthetically appealing websites, mobile apps and other changes they’ve made to improve their experience outside the stores, plus tools to personalize the message to consumers on various platforms.

Moderator: Jenna Shaffer, Regional Product Training Specialist – Midwest, Constant Contact
Speakers: Sarah Broadwater, Director, Marketing, Winmark Corporation; Jeremy LaDuque, CFE, Franchisee, Sport Clips, Inc.; Derik Beck, VP, Digital Marketing, Cottman Transmission and Total Auto Care

12:00 pm – 1:30 pm

General Session & Luncheon with Presentation

Franchise of the Future: Panel of Innovators

Join our Panel of IT Innovators for a conference wrap up session focused on three companies and where they are now with their technology and what they are planning for 3-5 years out.

Panelist: Chuck Lennon, President, TeamLogic IT

1:30 pmConference Adjourns

The Westin San Diego
400 West Broadway
San Diego, CA 92101

FranTech 2017 will take place at The Westin San Diego in San Diego, CA. Our room rate for a standard room is $239 per night, and includes airport shuttle service, complimentary internet access in guestroom and automatic upgrade to a Deluxe Bay View Room. You may reserve your hotel room via phone by calling 619-239-4500 and referencing the International Franchise Association, or online by visiting the below link. The deadline for making a reservation is September 27, 2017 (or when the IFA room block is filled, whichever is first). Once the room block is sold out, reservations will be accepted on a space availability basis at the group rate.






To contact the IFA Conferences Department, please email or call 202-662-0763.

This event is for Franchisors and Franchisees ONLY. Supplier companies are only permitted to attend if they are sponsoring the event.

Do you have a speaker suggestion for this, or any other IFA eventLet us know!