the franchise gambit

Jorge Luis Armenteros
Franchise Executive • Author • Mentor

With over five decades of hands-on experience, Jorge Luis Armenteros is a seasoned franchise leader who has dedicated his life to empowering franchise systems and the people who power them. From flipping burgers at McDonald’s as a teenager to serving as a senior executive for some of the most respected brands in the industry—including McDonald’s, Dunkin’ Donuts, Pollo Campero, and The Joint Chiropractic—Jorge’s journey is a testament to perseverance, adaptability, and a deep commitment to people.

He has worked as a franchisee, franchisor executive, consultant, and operator, bringing a rare, full-spectrum perspective to franchising. Along the way, he’s helped launch and expand hundreds of franchise locations across the U.S., led complex turnarounds, developed field teams, and shaped strategies that drive unit-level success.

 Jorge is passionate about mentoring emerging leaders, simplifying complex franchise systems, and restoring humanity to franchising—one relationship at a time. The Franchise Gambit is his way of giving back to an industry that gave him everything: a career, a purpose, and a platform for making a difference.