Peter Wright: Stop Chasing New Customers

About this episode

Peter Wright discusses the importance of choosing the right franchise partners and optimizing for values in restaurant scaling.

What if the biggest risk in scaling your restaurant isn’t the market, but the people you trust to grow it? Peter Wright has spent decades inside brands like Starbucks, Panera, and now Jollibee, building systems that scale through people. But what he’s learned is simple: most operators focus on experience and capital, while the best brands optimize for something far less obvious. In this conversation, we get into how to identify franchise partners who will actually protect and grow your brand, why humility beats track record, and how values move from posters on a wall to decisions on the floor. If you’re thinking about scaling through people, this is the filter you didn’t know you needed. To learn more about Jollibee Group North America and their expanding franchise program, visit jollibeefoods.com . _________________________________________________________ Free 5-Day Restaurant Marketing Masterclass – This is a live training where you'll learn the exact campaigns Josh has built and tested in real restaurants to attract new guests, increase visit frequency, and generate sales on demand. Save your spot at restaurantbusinessschool.com

People in this episode

Host: Josh Kopel

Guest: Peter Wright

Topics covered

• restaurant scaling
• franchise partnerships
• business values
• trust in business
• marketing strategies

Keywords

• restaurant industry
• franchise growth
• business strategy
• customer acquisition
• marketing campaigns

Sponsors

Restaurant Business School

Mentioned in this episode

Organizations: Starbucks, Panera, Jollibee, Jollibee Group North America

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