On this episode of the FranchiseU! Podcast, host Dr. Kathy Gosser interviews Felipe Martinez, Vice President of Franchise Development at Estrella Insurance, about franchise ownership, franchise development, due diligence, and finding the right franchisees for long-term growth.

Estrella Insurance has more than 45 years of operating history and over 240 franchise-owned locations across nine states. Felipe has helped lead the brand’s franchise development efforts for the past nine years, guiding prospective owners as they evaluate the Estrella Insurance business model, the insurance industry, and whether franchise ownership is the right fit.

Felipe explains why successful franchise development is about more than selling an opportunity. It requires carefully qualifying candidates and, at times, saying no when the fit is not right. He shares the qualities he looks for in successful franchise owners, including strong communication skills, a customer-service mindset, sales ability, leadership, and a willingness to follow a proven franchise system.

Felipe also discusses one of the biggest mistakes prospective franchisees can make: allowing emotion to replace proper franchise due diligence. He emphasizes researching the opportunity, understanding the business model, asking difficult questions, and speaking with both current and former franchisees before making a decision.

In this episode, you’ll learn:

• What franchise development professionals look for in prospective franchisees
• How to conduct effective franchise due diligence
• Why speaking with current and former franchisees is critical
• What makes a successful franchise owner
• How franchising can support first-time business owners

Felipe Martinez is Vice President of Franchise Development at Estrella Insurance, where he helps entrepreneurs evaluate franchise ownership and pursue responsible business growth. His background includes sales, franchise development, coaching, consulting, real estate development, business development, and negotiation.

Estrella Insurance is an established insurance franchise brand with more than 45 years of operating history and more than 240 franchise-owned locations across nine states.

Make sure to listen and subscribe to the podcast on Spotify, iTunes, or wherever you enjoy your favorite shows.

Learn more about the Yum! Center for Global Franchise Excellence at the University of Louisville College of Business.

Don’t miss out on all things FranchiseU!:

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Reach out directly to Dr. Kathy Gosser via LinkedIn.

This episode proudly brought to you by the Yum! Center for Global Franchise Excellence at the University of Louisville College of Business.

In this episode of FranchiseU!, Dr. Kathy Gosser sits down with Lori Riddle Eberenz, Director of Global Public Relations and Storytelling for Yum! Brands, to discuss how storytelling builds brands, strengthens franchise relationships, supports business strategy and helps leaders communicate through change and crisis.

Lori shares her journey from journalism and agency work to nearly a decade with KFC and her current global role at Yum! Brands. She reflects on memorable KFC campaigns and explains that the best brand stories give people a reason to care, support the business strategy and remain authentic to the brand.

She also discusses the importance of trust and relationships in franchising, including the story of KFC franchisee Clinton Lewis, who began as a teenage cook and later became an owner.

Lori and Kathy explore how public relations has evolved as companies rely more on owned media, including social channels, corporate newsrooms, podcasts and video. Lori also shares practical lessons from crisis communications, including why organizations should respond quickly, communicate what they know and avoid waiting until every detail is available.

The conversation becomes personal as Lori reflects on surviving Stage II breast cancer. She shares how the experience changed her priorities, strengthened her focus on health and reinforced the importance of finding small moments of joy. She also explains the idea of “don’t hog your journey,” and why sharing difficult experiences can help others facing similar challenges.

The episode closes with Lori’s advice to students and young professionals: pursue internships, learn what kinds of work energize you and begin building relationships with mentors early in your career.

Topics Covered

• What makes a great brand story
• Storytelling as business strategy
• Lori’s career at KFC and Yum! Brands
• Building trust with franchisees
• Modern PR and owned media
• Crisis communication
• Leadership and franchisee alignment
• Surviving breast cancer and finding joy
• “Don’t hog your journey”
• Internships, mentors and career development

About Lori Riddle Eberenz

Lori Riddle Eberenz is Director of Global Public Relations and Storytelling for Yum! Brands. Over more than a decade with Yum! Brands and KFC, she has helped lead communications during periods of innovation, growth and transformation.

Previously, Lori led public relations and partnerships for KFC U.S. She is a PRWeek 40 Under 40 honoree and holds degrees from Lindsey Wilson University and the University of Missouri School of Journalism.

A breast cancer survivor, Lori is passionate about helping others find joy and share the lessons from their own journeys. She lives in Louisville with her husband, Josh, and their two daughters.

Click below to listen and subscribe to the podcast on Spotify, iTunes, or wherever you enjoy your favorite shows.

Don’t miss out on all things FranchiseU!:

Website: FranchiseU!

Instagram: @franchiseu_podcast

Facebook: @FranchiseU Podcast

Twitter: @franchiseupod

TikTok: @franchiseupod

Reach out directly to Dr. Kathy Gosser via LinkedIn.

This episode proudly brought to you by the Yum! Center for Global Franchise Excellence at the University of Louisville College of Business.