Scaling Brands and Building Partnerships: Lessons from Jeff Sturgis

Franchise Today

After five years as Chief Development Officer at Another Broken Egg, Jeff Sturgis is making another bold pivot—returning to independent consulting.

In this conversation with host Stan Friedman, Jeff reflects on three decades in franchising, from his unexpected entry after leaving professional sports to senior leadership roles at Coldwell Banker, U.S. Franchise Systems, Focus Brands, Fantastic Sam’s, McAllister’s Deli, Fazoli’s, and Another Broken Egg.

Jeff’s story is one of adaptability, resilience, and relationships. He shares how chance encounters and career setbacks became springboards to new opportunities, why awarding franchises (not just selling them) remains his guiding principle, and where he sees opportunities for brands in today’s challenging market.

Whether you’re an emerging franchisor scaling from 20 units or a mature brand navigating growth hurdles, Jeff’s insights into development, strategy, and market dynamics are invaluable.

👉 Listen now to hear how one of franchising’s most seasoned leaders continues to shape the future of the industry.