Jorge Armenteros
AUTHOR

Jorge Armenteros

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Jorge Luis Armenteros is a franchise executive, author, and mentor with over five decades of hands-on experience in the franchise industry. 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’, Pollo Campero, and The Joint Chiropractic—his journey reflects perseverance, adaptability, and an unwavering commitment to people. Over the course of his career, Jorge has served as a franchisee, franchisor executive, consultant, and operator, giving him a rare full-spectrum perspective on what truly drives franchise success. He has helped launch and expand hundreds of franchise locations across the United States, led complex turnarounds, developed high-performing field teams, and shaped strategies focused on sustainable unit-level economics and long-term brand health. He is the author of The Franchise Gambit: Powering the People Behind the Brand, a practical guide for franchise professionals seeking alignment, accountability, and performance across systems. Expanding beyond business leadership, Jorge also wrote Tales of the Self: Remembering Who You Were Before Life Told You Who to Be, a reflective work exploring identity, personal alignment, and the quiet thresholds where people rediscover who they’ve always been. He is the founder of Life Arc Books, an independent publishing platform dedicated to works that help readers grow in business, leadership, and self-awareness. Through his writing, speaking, and advisory work, Jorge continues to champion one core belief: success—whether in franchising or in life—begins with alignment between who you are and how you lead.
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