Tech-Driven Franchise Growth: Leveraging Innovation for Scalability and Support


This session will focus on how technology can be strategically employed to optimize franchise operations, streamline communication between franchisors and franchisees, enhance data management for performance insights, and support rapid and sustainable growth across a franchise system.

Panelists
Aaron LeClair
Vice President of Technology
Jeff’s Bagel Run
As Vice President of Technology, Aaron LeClair is the tech mastermind behind Jeff’s Bagel Run’s cutting-edge systems — from our streamlined operations to our seamless customer experience. Since joining in September 2023, Aaron has been instrumental in shaping our in-house technology, ensuring every innovation supports our growth and keeps us ahead of the curve. Aaron’s career spans leadership roles across multiple industries, including serving as Chief Technology Officer at Cambium Carbon PBC and SecureNet Technologies, where he led teams through rapid technological advancement. Before that, he spent nearly three years as Director of Engineering, Technology & Support at uBreakiFix, where he built scalable tech solutions to power the brand’s nationwide expansion. With a passion for creating smart, efficient systems and a knack for making technology work for people — not the other way around — Aaron is helping shape the future of Jeff’s Bagel Run one innovation at a time.
Peter Wiley
Director of Marketing & IT
Hot Head Burritos
Peter Wiley forged his skills in multimedia, live video production, broadcast television, web, social media and marketing while working with music artists and church organizations in the Northwest. In 2007, Ray recruited him to help launch the Hot Head Burritos brand. Over the last 10+ years, he has produced countless TV, radio, online, print, and in-store marketing campaigns for Hot Head Burritos.
Moderator
Catriona Harris
VP of Marketing
Jeff’s Bagel Run
With over 25 years of experience in strategic marketing and communications, Catriona Harris joined Jeff’s Bagel Run as Vice President of Marketing in April 2024. Prior to joining us, Catriona served as the CEO and Co-Founder of Uproar PR, where she led a team to create successful campaigns for major national and international brands, including many in the restaurant industry. Her expertise in brand positioning, earned and owned media and creative strategy makes her the perfect fit to amplify the Jeff’s Bagel Run brand across all channels. Catriona is passionate about crafting compelling stories and experiences that resonate with customers and drive long-term loyalty. Catriona is committed to building a marketing strategy that takes Jeff’s Bagel Run from a local favorite to national powerhouse — all while keeping the brand’s unique spirit and community-driven mission front and center.
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