MFV Expositions is preparing to bring the International Franchise Expo back to New York City on May 29th and 30th, with organizers expecting attendees from more than 60 countries and a show floor featuring more than 150 franchise brands. Set for the Jacob Javits Convention Center in Manhattan, the event is positioned as both a marketplace for franchise opportunities and a meeting point for investors, operators, and development groups looking at growth in the U.S. and abroad.
For Franchise Brief, the more notable story may be what that level of participation says about the franchise climate in 2026.
In a Q&A with Franchise Brief, Martin Joksimovic, president of MFV Expositions, said the expected international turnout points to continued confidence in franchising, even as brands and investors navigate economic uncertainty, geopolitical pressure, and travel complications.
“The level of international participation we’re seeing, especially given everything happening globally, really speaks to the resilience of franchising as a business model,” Joksimovic told Franchise Brief. “Overall, what this tells us is that while the environment may be more complex, the demand for franchise opportunities, particularly structured, proven business models, remains very strong worldwide.”
That perspective adds weight to the annual event preview. The expo is not only drawing domestic prospects from the Tri-State region, it is also serving as a live testing ground for how brands are thinking about expansion, how investors are evaluating concepts, and how entrepreneurs are approaching business ownership in a more research-driven market.
International franchise growth remains a major focus
The 2026 edition of the International Franchise Expo appears set to reinforce MFV’s role as a connector between franchise brands and international development prospects. This year, the show will include dedicated pavilions for Japan and Kyrgyzstan, while also welcoming international brands from Europe, including the United Kingdom, France, and Spain. MFV said the layout is designed to help facilitate conversations among franchisors, investors, trade delegations, private equity groups, and master franchise candidates.
Joksimovic told Franchise Brief that the event has grown into an important entry point for international development conversations on both sides of the border.
“IFE has become one of the key entry points for international franchise expansion into the U.S. and, just as importantly, for U.S. brands looking to grow abroad through master franchise agreements,” he said. “In that sense, IFE is not just a discovery platform, it’s a transaction-driven environment where real expansion decisions begin.”
That matters in a franchise environment where speed and access often shape development strategy. Rather than relying on months of outreach, travel, and intermediary introductions, brands can meet qualified prospects in person across a two-day event. Joksimovic said MFV’s collaboration with the U.S. Commercial Service also helps broaden the expo’s international reach by promoting the show abroad and helping connect organizers with investors and delegations.
The release also notes that MFV expects strong participation from institutional investors and international franchisors looking to sign master franchisee agreements in their home countries. That suggests the expo is serving a dual purpose: it remains a place for first-time franchise exploration, but it is also increasingly a venue for larger, multi-unit and cross-border discussions.
Legacy names and emerging concepts will share the floor
This year’s exhibitor lineup includes established franchise names such as McDonald’s, Nathan’s Famous, Perkins American Food Co., Xponential Fitness, and Juan Valdez Colombian Coffee. At the same time, the show will feature newer concepts, franchise suppliers, service providers, and industry advisors across sectors including automotive, home improvement, healthcare, retail, fast casual dining, and fitness.
That mix is one of the expo’s strengths. A prospective franchisee can compare a mature system with a long operating history against a newer brand that may offer a different kind of growth opportunity. For franchisors, it creates a more competitive and revealing environment because attendees can evaluate multiple models, support structures, and investment levels in one place.
Joksimovic said several categories continue to stand out heading into the event.
“Service-based franchises, particularly in home services, restoration, and maintenance, continue to perform extremely well due to lower overhead and consistent demand,” he told Franchise Brief. “Health, wellness, and fitness concepts are also evolving rapidly, with more specialized and boutique offerings gaining traction.”
He added that on the food side, fast-casual and scalable QSR concepts remain active, but brands are placing greater emphasis on operational efficiency and simpler models.
Another category to watch is the emerging franchise segment. MFV has once again reserved floor space for its Emerging Brand Pavilion, an area dedicated to franchisors that typically have 10 locations or fewer. According to the company, it is often one of the busiest sections of the expo floor.
Joksimovic said those younger systems are arriving with sharper positioning than in years past. “These are brands are now entering the franchise space with strong branding, technology integration, and very refined go-to-market strategies,” he said.
For attendees, that side-by-side comparison between established operators and new entrants may be one of the event’s most practical advantages.
Education is becoming more important
MFV Expositions has long paired its expo floor with educational programming, and this year’s schedule continues that approach with more than 40 workshops and sessions.
Returning programs include:
- Should You Franchise Your Business by Steve Beagelman – SMB Franchise Advisors
- How to Franchise Your Business by Mark Siebert – iFranchise Group
All of these designed to give attendees more direct guidance on evaluating or expanding a franchise system.
The speaker lineup also reflects a focus on practical franchise education. Planned sessions include “What You Should Know Before You Buy a Franchise,” co-led by Dale E. Cantone, assistant attorney general of Maryland in the Securities Division, and Joseph Punturo, head of the Franchising Unit in the New York State Attorney General’s office. Other scheduled speakers include John Hayes of Palm Beach Atlantic University and Andre Kay, founder and CEO of Sociallybuzz.
Joksimovic told Franchise Brief that today’s attendees are coming in with more knowledge than in previous years, which is changing the tone of the conversations on the floor.
“Today’s attendees are significantly more informed before they even walk onto the show floor,” he said. “They’ve done research, they understand the basics of franchising, and they’re coming in with more targeted questions around investment levels, territory rights, and operational support.”
That shift may be one of the clearest signs of where franchise events are headed. Buyers are no longer showing up just to browse; many arrive ready to discuss financing structures, legal issues, multi-unit ownership, and operational support. Joksimovic said MFV’s education track is designed to meet both first-time attendees and more sophisticated investors at that higher level.
MFV, which has produced franchise expos for 35 years, appears to be leaning into that evolution. Along with the expo floor, the event will include the Business Resource Center and IFE Unplugged, where the Social Geek Radio team will conduct onsite podcast interviews with franchise executives and industry voices. The result is an event that functions as a brand showcase, an education forum, and a networking venue at the same time.
As the May event approaches, the International Franchise Expo looks positioned to offer a snapshot of where franchising stands right now: internationally active, category-diverse, and increasingly driven by better-informed candidates looking for structured growth opportunities. For Franchise Brief readers, that makes this year’s show more than a calendar item; it is a useful indicator of how brands and buyers are approaching the next phase of franchise expansion.
