At QDOBA, the traditional path to franchise ownership has been reimagined, placing convenience and efficiency at the heart of engagement. Spearheaded by Lori Osley, Vice President of Franchise Development, the brand has shifted from imposing, in-person Discovery Days to streamlined virtual events held every six weeks. This transformation reflects a broader move toward accessible, candidate-focussed franchisee recruitment.
These two-hour virtual sessions give prospective franchisees direct exposure to the CEO and key departmental leaders—from marketing to operations, training to IT. By offering thorough insight into QDOBA’s brand DNA and operational framework, the sessions provide transparency and clarity, enabling candidates to make well-informed decisions.
Flexibility defines the new format. Prospects choose between small-group environments or one-on-one sessions, tailoring their exposure to leadership and facilitating meaningful dialogue. The impact of this approach is clear: every attendee to date has signed a franchise agreement, resulting in a remarkable 100% conversion rate.
“For today’s multi-unit operators, convenience and transparency are paramount,” said Lori Osley. Her vision for the virtual Discovery Day not only addresses logistical barriers but also strengthens alignment between prospective franchisees and QDOBA’s support ecosystem. This development elevates the candidate experience from transactional to relational.
QDOBA’s approach underscores how digital-first strategies can enhance franchise development by reducing barriers to entry. By bringing leadership directly to candidates—on their terms—the brand amplifies its reach, efficient evaluation, and brand engagement, delivering a scalable model with measurable results.
As franchisees increasingly value transparent, flexible onboarding, QDOBA’s model serves as a valuable blueprint. By blending executive access with operational insight in a virtual setting, the brand establishes a precedent for how franchisors can align growth with candidate convenience and quality vetting.
