NEW YORK CITY — The franchise industry has always been a counter-cyclical economic force, moving in the opposite direction of the overall economy.
Accordingly, despite soaring prices, a weak job market and the conflict in Iran, organizers of this year’s International Franchise Expo at Javits Center, which is set for May 29-30, are expecting strong turnout from both exhibitors and attendees.
“In many ways, we are seeing the opposite of a slowdown,” Martin Joksimovic, President of show organizer MFV Expositions, said. “While the broader economic environment continues to present challenges — from inflationary pressures to ongoing geopolitical uncertainty — the franchising sector has remained notably resilient. Periods of uncertainty tend to drive increased interest in business ownership, as individuals look for more control over their professional futures.”
He has seen a shift, however, in how exhibitors measure their participation.
“Companies are prioritizing high-quality lead generation and meaningful conversations over sheer volume,” Joksimovic said. “We are also seeing strong momentum among service-based and lower-investment franchise concepts, which are particularly attractive in the current environment.”
The show’s more than 150 exhibitors span many industries, from wellness to restaurants to childcare, and include big names like McDonald’s and 7-Eleven.
The show attracts a diverse group of attendees, from aspiring entrepreneurs and first-time business owners to experienced multi-unit operators and investors.
With more than 5,000 attendees expected over the course of the two-day event, Joksimovic has observed continued growth in pre-registrations and sustained interest on the international side.
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Travel and Security Headaches
Though this is a challenging time for air travel, the show’s location has mitigated many attendees’ concerns, with Joksimovic calling it “one of the most accessible destinations in the world.”
Strong security is already in place at Javits, including controlled access points, on-site security personnel and comprehensive monitoring, and there have been no concerns raised by exhibitors or attendees regarding safety.
Rising travel costs and airport delays are not stopping international attendees from France, Spain and the U.K., as well as broader international participation and organized delegations from Kyrgyzstan.
The show also has a strong regional audience, with a significant portion of attendees coming from the Tri-State area.
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