We see it all the time: brands opening franchised stores in our neighborhoods, across the country, and wherever we travel. Food and beverage brands make up the largest segment of these global franchises, but hotels, fitness centers, and other service brands are all players in the marketplace for accelerated franchise brand expansion. This column follows a recent American Bar Association Forum on franchising program titled, "Exponential International Brand Expansion Through Sub-Franchising & Sub-Licensing," sponsored by the Forum's International Division. It was a privilege to present with fellow panelists Johanne Assellin (Shell), Kyle Lennox (Greenberg Traurig), and John Matter (Papa John's International).

Among the different ways a franchise brand could expand (e.g., company- or affiliate-owned units, joint venture relationships, multi-unit development agreements, or individual franchise agreements), master franchising, which in turn allows for sub-franchising and/or sub-licensing the franchise brand, can serve to facilitate exponential domestic and international growth in franchise units if done correctly and at the right time for the brand. New York has its own important wrinkle in connection with such growth, as discussed below.