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2017 New Markets Concurrent Session

“Are You Poised to Ride the

Latino Boom Wave into the Future?”Tuesday, January 31, 2017

10:15 am – 11:45 am

Speakers

Moderator

Earsa R. Jackson, Esq., CFE

Partner, Strasburger & Price

Chair, Diversity Institute Board

Panelist

Linda G. AlvaradoPresident, Palo Alto Inc.

Co-Owner, Colorado Rockies (Major League Baseball)

Taco Bell Franchisee

Panelist

Erik PremontDirector, Franchise DevelopmentBoston’s Restaurant & Sports Bar

Goals of Program

• Profiles of growing Latino population in U.S.

• Benefits & Challenges

• Recruiting & Relationship Tips

Demographics

• Hispanic population – 56.6 million (7/1/2015)

• 119 million projected by 2060

Background

• Franchisor’s growing interest in Latino community

• Pathway to franchise ownership –Franchisee’s Perspective

Demographics

• Hispanic population accounted for nearly half of the population growth between 7/1/2014 and 7/1/2015.

States with Highest Concentration of Hispanic Residents

(1Millon+)

Arizona New Jersey

California New Mexico

Colorado New York

Florida Texas

Illinois

Impact on Local Community

• Job creation

• Expansion of brand

• Brand loyalty

Recruiting Efforts

• Ideal Candidate = ?

• Finding the Ideal Candidate

• What is it?

• How does it work?

• What are the benefits?

Rules of Engagement

• Cultural sensitivity

• Modification of marketing materials

• Investment in growth of local community

Challenges

• Financing challenges in inner city

• Lack of prior knowledge of brand

• Risk with new/unknown operator or unfamiliar community

Keys to Success

• Clear game plan for franchisee to execute

• Franchisee Support & Technology

• Effective marketing efforts

Generational Benefits

• Transfer of skill

• Transfer of wealth

• Validators to future franchisees a/k/a “brand ambassador”

Take-Aways

• Profiles of

Latino Population

– Accounts for about half of annual US population growth

– Fastest growing ethnic minority population in US

Take-Aways

• Benefits & Challenges

Take-Aways

• Recruiting & Relationship Tips

Moderator

Earsa R. Jackson, Esq., CFE

Partner, Strasburger & Price

Chair, Diversity Institute Board

Panelist

Linda G. AlvaradoPresident, Palo Alto Inc.

Co-Owner, Colorado Rockies (Major League Baseball)

Taco Bell Franchisee

Panelist

Erik PremontDirector, Franchise DevelopmentBoston’s Restaurant & Sports Bar