Happy Monday! In this issue, we highlight growth potential at Church's Chicken as well as the impact of tech on franchise operations.

Here's what else is on tap:

• Full-service restaurants expand value beyond price to experience
• Wellness tourism drives higher guest spending, room rates
• Firehouse Subs sells gravy extinguisher for charity

Bobby Morena, the new chief development officer at Church's Chicken, discusses growth momentum at the brand and the strength of the executive team. Key efforts will include analyzing franchisee health, testing a smaller footprint and igniting expansion in markets with the most potential. "Those markets can be contiguous markets to where our brand is known and loved today," Morena says.

Firehouse Subs unveiled the Gravy Extinguisher, a festive, bright red mini-dispenser designed to spray gravy as a playful nod to the brand's firefighting roots. The item, available for $20 during the holiday season, serves as an alternative to the traditional Thanksgiving gravy boat and ties into the company's ongoing holiday promotions. Proceeds from sales of the Gravy Extinguisher will go to the Firehouse Subs Public Safety Foundation, which supports first responders.

Leadership during the age of AI will belong to those who can use the technology as a tool without losing sight of the limitations of AI, writes Naphtali Hoff, an executive coach. "The leaders who thrive long-term will be those who wield AI responsibly -- ensuring it amplifies human potential rather than erodes it," Hoff writes.

Multiunit franchisees discuss the impact of technology on recruitment and other crucial operations, including training and inventory tracking. "Technology that creates automation and efficiencies is and will be vital in the overall performance of our locations," says Andrew Jones of TAM Group, franchisee for PJ's Coffee, one Zaxbys. "With that said, I do believe there will always be a need for that personal interaction."

The definition of "value" in full-service dining has evolved from simply offering low prices to delivering a more comprehensive experience. Some brands have embraced an approach that involves menu innovation and larger-sized portions.

Wellness tourism has emerged as a key revenue driver within hospitality, now valued at over $830 billion and outpacing general tourism growth. Data from the Global Wellness Institute shows that wellness travelers spend significantly more than average tourists, with premiums on average daily rates and guest spend ranging from 40% to 175%. These spending premiums apply not only to primary wellness travelers, but also to those who engage in wellness activities incidentally during their trips -- emphasizing that simply offering wellness options can boost overall guest spending.

Maryland's new Fast Track Franchise Registration Pilot Program launches with the 2026 renewal cycle and aims to speed up the review process for eligible franchisors. Join us November 19 at 1:00 PM ET (Virtual) for an in-depth overview of how the program works, who qualifies, and how franchisors and legal teams can prepare now to take advantage of accelerated registration. Register here.