L'Express Franchise invites you to their event
About this event
📅 April 29 | 11:30 BST | Live B2B
On paper, most markets look like a good idea. Until you start working through the detail.
From choosing the right master franchisee to navigating legal frameworks, adapting menus, and aligning operations with marketing, international expansion is rarely straightforward, and the margin for error is small.
In this session, we’ll move beyond theory and focus on real-world experience. Drawing on Chicken Cottage’s growth across Africa, South Asia, Europe, and the Middle East, we’ll look at what works, what doesn’t, and what brands often underestimate when entering new territories.
We’ll also explore how to build marketing momentum at every stage - from pre-launch awareness through to long-term customer engagement - and why local relevance matters just as much as global consistency. Expect an honest look at both the successes and the moments when things didn’t quite go to plan.
To explore these matters and more, L’Express Franchise and Sadaf Kazi and Ria Dharmija from Chicken Cottage host a live session focused on the realities of international expansion.
💡 Understanding expansion in practice
A grounded look at what international growth involves, beyond surface-level opportunity.
Key risks, structural challenges, and what brands often underestimate when entering new territories.
⚙️ Market entry strategy
Assessing demand, reading local behaviour, and identifying the right locations.
Integrating legal frameworks and cultural context into decision-making.
🤝 Choosing the right master franchisee
Why partner selection shapes long-term performance.
How to evaluate alignment, capabilities, and execution on the ground.
📊 Brand consistency and local adaptation
Maintaining a clear identity while adapting to local expectations, pricing, and offer structure.
Understanding where to standardise and where to adjust.
📣 Marketing in new territories
Building momentum at every stage, from pre-launch awareness to sustained engagement.
Digital strategy, local activations, and creating meaningful connections with the community.
🔗 Aligning operations and marketing
Ensuring that operational delivery supports the brand promise.
Equipping franchisees to execute campaigns with clarity and consistency.
📈 Measuring performance
Tracking the right indicators, from acquisition to retention.
Using data to refine strategy and guide development decisions.
🗣️ Lessons learned
An honest look at what works, what does not, and where execution tends to fall short.
Sadaf Kazi
Head of Franchise Development – Chicken Cottage
Ria Dhamija
Head of Marketing – Chicken Cottage
Because international expansion is rarely straightforward.
This session is designed for franchisors, multi-unit operators, and development leaders who want to approach new markets with a clearer framework and a more grounded understanding of execution.
Drawing on real experience of expansion across Africa, South Asia, Europe, and the Middle East, this session will bring practical insight into how brands approach new markets in current conditions.
📅 Join us on April 29 at 11:30 BST
Hosted by
L’Express Franchise UK is the European leading digital platform helping franchisors attract high-quality, pre-qualified candidates through strategic content, data-driven visibility and expert industry insight.
