Joe Mathews, CEO

Franchising Thought Leadership

Joe Mathews has over 35 years of franchising experience. He specializes in the area of franchisee recruitment, sales, and franchisee performance.

He is the author of Amazon's best-selling book on franchising: Street Smart Franchising as well as Franchise Sales Tipping Point, Future of Franchising, How to Create a Franchise Sales Breakthrough...Guaranteed, and Developing Peak Performing Franchisees.

Joe has written or contributed to over 90 articles and podcasts featured in such publications as Wall Street Journal, Fortune, Franchising World, Franchise Times, USA Today, Entrepreneur, Business Week, Working Woman, Inc., and other major newspapers around the country.

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Early in his career, Joe was a part of the original 40-member team which built Subway from 400 locations to 3,000 locations in 3 years. Since then, he has worked with over 130 brands, and managed or assisted in over 4,000 new start up or resale business transactions.

Joe was the author of the Franchise Sales training module and was one of two instructors for the Certified Franchise Executives (CFE) program sponsored by the largest franchise trade association in the world, the International Franchise Association (IFA).

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FPG includes a full digital marketing agency

that specializes in franchise recruitment, and uses modern marketing tools to help brands reach more buyers — not just leads. 

Our toolkit includes:

  • Google advertising (display, CPC and retargeting)
  • Bing advertising (CPC and retargeting)
  • Facebook advertising (display and retargeting)
  • LinkedIn advertising (sponsored content, InMail, and conversation-based ads)
  • Search Engine Optimization (SEO)
  • YouTube advertising Streaming Channel ads (Hulu, Pluto, Tubi, etc.)
  • Programmatic advertising Geo-targeting
  • Geo-targeting
  • Geo-fencing
  • Geo-framing
  • Copywriting
  • Video production
  • Lead nurture emails and texts
  • E-blasts
FPG will analyze your brand, buyer archetype, goals and budget to determine what platforms from this listing should be used and how.

Industry Accolades

  • Founder and CEO of Franchise Performance Group in 2002
  • Recognized at one of the top suppliers to franchisors by Entrepreneur since 2015
  • Recognized as a top 100 franchising influencer by 1851