Franchise Summit 2026: Profitability and technology on the agenda

Outlet performance, franchisor–franchisee relationships and the use of technology are on the agenda at Franchise Summit & Expo 2026. Taking place on 27 and 28 November at the Faliro Olympic Centre in Athens, the event combines an exhibition with a two-day conference on the financial, operational and legal challenges facing the franchise community.

From network growth to financial performance

According to the organisers’ overview, the conference will examine the financial performance of franchise businesses and ways to improve profitability. This shifts the discussion from expanding a network to the day-to-day running of its outlets: not just where a brand can grow, but how its business performance is assessed.

The agenda also includes strategies for entering new markets and adapting to local conditions. Considering these topics together allows prospective investors and franchisees to explore growth alongside business operations, rather than treating them as two separate decisions.

For a prospective franchisee, a useful way to prepare is to draw up separate questions about the initial investment and ongoing operations. Attending a discussion on profitability is no substitute for scrutinising a specific franchise opportunity. It can, however, provide a starting point for more focused questions about the assumptions behind a business plan.

Franchise relationships as a topic in their own right

Building strong relationships between franchisors and franchisees is another announced conference theme. The event is aimed at entrepreneurs, investors and both sides of a franchise partnership, with the goal of exchanging knowledge, ideas and experience.

This topic is particularly relevant to the franchise community, as it brings together the expectations of the network and the needs of the entrepreneur running an outlet. For visitors, the task is to turn a broad discussion about partnership into practical questions: what support do they need, how would they like to communicate with the franchisor, and which aspects of an agreement must they understand before committing?

The programme also covers legal issues and the latest legal developments affecting franchising. This describes the conference’s subject matter; it is not an announcement of any specific new regulation. When assessing a contract, information gained at the conference should complement tailored legal advice.

Digitalisation, artificial intelligence and customer experience

Customer experience, maintaining brand identity and adopting innovative technologies form another strand of the event. The conference overview explicitly names digitalisation and artificial intelligence as topics for discussion.

The focus here goes beyond presenting technology as a new opportunity. For an existing or prospective franchisee, a meaningful approach is to connect each discussion to specific operational needs. What problem is a tool intended to solve? What training does it require? How could its contribution to customer service be assessed?

These are suggested questions to help attendees prepare, not announced product presentations or commitments by the organisers. The agenda sets out the themes without providing evidence of specific results from technology deployments. This distinction should help participants approach the discussions with both interest and clear evaluation criteria.

Admission and preparation for the two-day event

Franchise Summit & Expo 2026 will take place on Friday 27 and Saturday 28 November at the Tae Kwon Do venue within the Faliro Olympic Centre. The announced opening hours are 11:00–19:00. Admission to the exhibition is free, while a ticket is required to attend the conference.

The distinction between the exhibition and the conference matters when planning a visit. Those interested in the conference need to arrange admission separately. Speakers from Greece and abroad are expected to take part in discussions covering legal, financial and operational issues in franchising.

Practical takeaway: Before visiting, choose a few specific questions about performance, franchise relationships and technology. Use the two days to gather information and make contacts, while keeping financial and legal due diligence on any potential investment as a separate process.