Every year, brands go to the Multi-Unit Franchising Conference (MUFC) hoping to sell more franchises.
And every year, most of them leave thinking:
“Why didn’t we get better results?”
The answer is simple—they approached it the wrong way.
MUFC Isn’t a Typical Franchise Event
MUFC is not filled with first-time buyers looking for their first business.
It’s filled with:
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Experienced franchise owners
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Multi-unit operators
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Investors looking to grow
These people already own businesses. Many of them own multiple brands.
They are not looking for “a good idea.”
They are looking for their next growth opportunity.
What Operators Are Really Thinking
Most brands show up talking about:
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Their story
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Their support
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Their brand
But that’s not what serious operators care about.
They are asking:
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Can this business give a multi-unit franchisee the tools and structure to grow to 10, 15, or even 20 locations?
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How fast can I grow?
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Will this be simple to operate across multiple units?
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Will this make money consistently?
In other words:
They are not buying a franchise.
They are investing in a system that can grow.
Why Most Brands Struggle at MUFC
Here’s where things go wrong.
Many franchisors:
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Wait for people to walk up to their booth
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Lead with brand story instead of business model
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Don’t clearly show how the system supports rapid multi-unit growth.
But MUFC doesn’t reward visibility.
It rewards preparedness and clarity.
What Actually Works
If you want real results from MUFC, you need to change your approach.
1. Book meetings before the event
The highest-value conversations are scheduled in advance, not left to chance.
2. Lead with growth, not the brand
Skip the story. Show operators exactly how they can expand with you.
3. Demonstrate scalable systems
Highlight the structure, tools, and processes that support multi-unit growth.
4. Focus on the numbers
Be ready to discuss unit economics, time to open, profit potential, and operational simplicity.
5. Build real relationships
The most meaningful discussions happen off the floor—in hallways, dinners, and small groups.
The Big Mindset Shift
The biggest mistake brands make is this:
They think they are there to market their franchise.
They’re not.
They are there to be evaluated like an investment opportunity.
In conclusion, MUFC can be one of the most valuable events in franchising.
But only if you approach it the right way.
The brands that win don’t try to impress people with their story.
They show operators exactly how they can grow and why it’s worth it.
That’s what gets deals done.
Keith Gerson, CFE, is a globally recognized franchising expert with 50 years of experience. As President & CEO of Gerson Advisory Services, he’s known as a super-connector, trusted advisor to top franchisor CEOs, and thought leader whose webinars, articles, and the FranConnect Franchise Sales Index Report have earned him a massive industry following.