2019 Conference Program - Workshop 9


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Partners from DLA Piper and an experienced franchise development executive discuss master franchising, and other commonly used expansion structures. Drawing from their work with multiple industries and brands, they will review the pros and cons of different structures, and why many franchisors choose to master franchise, while others choose to expand via corporate outlets, joint ventures, management programs, single unit development, multi-unit development and area representative structures. They will also explore the unique business and legal issues related to master franchising.

All course materials are presented in English only. All attendees receive admission to the exhibits and seminars on all three days.


Friday, May 31, 2019
2:00 PM - 5:00 PM


Advance: $210 includes exhibit hall admission and seminars
On-Site: $260 includes exhibit hall admission and seminars

CFE Accreditation

Individuals enrolled in the Certified Franchise Executives program will earn 100 education credits towards completion or recertification of the Certified Franchise Executive (CFE) designation by attending International Expansion: Master Franchising and Other Structures. For more information about the Certified Franchise Executives program, please call or email Rose DuPont (202-662-0771 -- rdupont@franchise.org) or visit www.franchise.org/certification.

Who Should Attend

Franchisors seeking to understand how master franchising and other development models can better serve their needs. Prospective master franchisees and developers. US franchisors seeking to determine how to go about master franchising in foreign markets. International investors seeking master franchisors to expand into their countries.

This Workshop Will Look At

What it takes for master franchising to succeed and prosper, at home and abroad, and when another model might be a better approach, including

  • When is master franchising the best approach? When is it not? What are the alternatives?
  • Identifying the markets best suited for master franchising.
  • Matching the right franchisor with the right prospect.
  • Structuring the relationship.
  • Determining the fees and other charges.
  • Establishing development schedules for the local market.
  • Administering advertising and promotional programs in the local market.
  • Capital requirements for the master franchisee and other funding considerations.
  • Dealing with local market conditions and cultures.
  • Maintaining system standards and protecting the brand.
  • Managing a network of master franchises.
  • How to avoid the pit falls of master franchising.
  • How to handle disputes.
  • Exit strategies.

Master franchising can be a very effective vehicle for expanding internationally. This workshop will consider the elements of successful master franchising from the perspective of the franchisor and master franchisee, with particular attention to the special advantages this technique may offer in the context of cross-border franchising. It will also discuss some alternative approaches to master franchising and when they might be preferable.

Presented by: Rick Morey, Partner, DLA Piper US LLP and Tao Xu, Partner, DLA Piper US LLP

Panelists: Mark Whittle, CFE, Chief Development Officer, Hooters of America, LLC

Rick Morey Partner - DLA Piper US LLP

Richard Morey’s franchise and distribution practice is focused on working with both experienced and startup franchise companies, helping them structure new franchise programs and determine the most appropriate methods of single- and multi-unit franchising. Richard counsels franchisors on everyday compliance and other franchise-related issues, such as registration and disclosure matters, negotiating agreements, maintaining good franchisee relations and resolving disputes with franchisees. He also works extensively on international franchising and licensing transactions, including master franchise, area development and single-unit licensing deals in Asia, Europe, Central America, the Middle East and the Caribbean, in addition to structuring other methods of international product distribution such as manufacturing and bottling arrangements. In his corporate practice Richard handles all aspects of small- and mid-market mergers and acquisitions transactions, with a special focus on representing franchisors in M&A transactions. He also represents non-franchise clients on corporate, organizational and contract-related matters, including financing arrangements, workouts and management arrangements.

Tao Xu Partner - DLA Piper US LLP

Tao Xu devotes his practice to franchising and distribution matters, especially international franchising, licensing and distribution transactions. Tao counsels a broad range of clients in their international expansions, including master franchising, multi-unit licensing, area development, single-unit licensing and direct investment (both joint venture and wholly owned). Tao is particularly active in food and beverage, hospitality and leisure, and retail industries, having acted for a number of high profile US brands in their international expansion efforts. Tao is deeply involved in franchising activities in China, having both acted for a number of clients in entering the Chinese market and lobbied on behalf of the International Franchise Association in connection with the Chinese government's franchise regulations and their implementation rules.

Mark Whittle, CFE Chief Development Officer - Hooters of America, LLC

Mark’s robust experience spans 31 years in corporate and franchise development, specifically in site selection, franchise sales, design and construction for the restaurant industry. Mark currently serves as Chief Global Development Officer for Hooters of America, the iconic 33 year old brand with over 420 restaurants in 28 countries. Prior to joining Hooters, Mark was the Chief Development Officer for Huddle House restaurants in Atlanta, Georgia.

Mark’s other experience includes Focus Brands, where he served as the VP of Real Estate for Carvel, Cinnabon, Schlotzsky’s, and Moe’s SW Grill, Krystal Company where he was the Sr. Director for Franchise Development, Churchs Chicken as the National Director of Real Estate, and Little Caesars Pizza where he was the Director, Corporate Development for North America.

Mark received his B.S. and MBA from California Coast University. He is also a Certified Franchise Executive (“C.F.E.”) through the International Franchise Association.

When not focused on the growth of Hooters restaurants, Mark serves as the President of the Georgia Fire Youth Softball Organization, a non-profit Corporation dedicated to providing support to young ladies in their advancement of their desires to play collegiate level softball, and helping them prepare themselves athletically and educationally for college. In addition, he serves as President and CEO of Barksalot Animal Rescue, Inc., a non-profit corporation dedicated to rescue and rehabilitation of all forms of animals.


Each Symbol Stands For:

Buying a Franchise

International Franchising

Master Franchising

Franchising Your Business

Franchisors Seeking Growth

Non-US Franchisors: Entering the USA

Small Business Growth and Development

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