Alex Macedo

Whether opening unit No. 2 or 200, the real test of a brand is whether its identity holds as it grows. This session digs into how emerging and scaling concepts protect their core DNA while expanding into new markets, new formats, and new guest expectations. We’ll unpack the “portability” question (where does your concept truly fit?), and how to localize without losing yourself. From menu tweaks to design flexes to franchise vs. corporate growth paths, operators will share where they invest time, money, and energy to scale with intention.