Build your franchise.
Scale the world.
I help food and retail founders turn domestic brands into protected, cross-border operating systems before signing away territory rights.
Trusted by leading founders and multi-unit operators across Europe and the Middle East:
The Founder
Built across eight countries.Broken in one. Better for both.
In 2010, I co-founded eyescream and friends in Barcelona. We won an international design award, scaled across three continents, and signed master franchise agreements from Cairo to Singapore.
Along the way, I made the expensive mistakes so you do not have to. I watched a €340,000 deal collapse in Egypt because we vetted for capital instead of operational grit. I learned that a signed development agreement is not an operating store, and that national borders tell you almost nothing about street-level economics.
I do not advise from an academic ivory tower. I built the systems, lived through the friction when they broke, and rebuilt them so they survive under real foreign market pressure.
Read my full story8
Countries Expanded
47
Cross-Border Deals
3
Continents Reached
20+
Years of Experience
Advisory
Strategic architecture
for global expansion.
Diagnostic & Readiness
The GSM™ Diagnostic & Market Readiness
A rigorous 24-point audit across your brand portability, municipal unit economics, supply chain resilience, and regulatory posture before committing capital or signing away territory rights.
Best for: Founders evaluating international market entry over the next 6 to 12 months.
Project Advisory
Cross-Border Partner Vetting & Deal Architecture
Hands-on support auditing candidate operating groups on the ground, assessing multi-unit capability, and structuring master franchise agreements that protect brand standards.
Best for: Brands actively negotiating with foreign operator groups.
Strategic Partnership
Retained International Advisory
Long-term strategic direction through JL International, guiding your rollout city-by-city across Europe, MENA, and Asia as an extension of your executive leadership team.
Best for: Emerging and established concepts executing cross-border pipelines.
Governance & Stewardship
Board & Non-Executive Advisory
Independent boardroom oversight for retail groups, funds, and founders to govern international franchise risk, capital allocation, and partner standards.
Best for: Boards and leadership teams seeking cross-border operational governance.
The Operator's Field Guide
Before You Sign AnythingA Founder's Guide to International Franchise Expansion
The 73% failure rate in international franchising is not an accident. It happens because founders sign deals based on partner charm, optimistic financial models, and national averages.
This book details the frameworks, warning signs, and contract clauses required to protect your brand equity before the ink dries.
Order the Book
UAE
Bonbird Chicken
Spain
Demasie
UAE
Pickl
Spain
Las Muns
UAE
Bonbird Chicken
Spain
Demasie
Lithuania
Boom Cakes
Spain
Las Muns
UAE
Bonbird Chicken
Spain
Demasie
UAE
Pickl
Spain
Las Muns
UAE
Bonbird Chicken
Spain
Demasie
Lithuania
Boom Cakes
Spain
Las Muns
Beyond Borders Newsletter
The Weekly Operational Memo
Every Sunday, I break down the real-world economics, partner dynamics, and operational mechanics behind cross-border franchise expansion. Read by founders and operators across 30+ countries. No fluff. No borrowed theory.
Delivered every Sunday morning. Zero spam. Unsubscribe anytime.
Ready to engineer your expansion?
I work with a strictly limited number of food and retail brands each quarter. If you are ready to evaluate a new market with precision, reach out directly.
Inquire for Advisory