The International Franchise Association has appointed Peter Ortiz, Chief Development Officer at Ascent Hospitality Management, to its newly formed Hispanic Latino Franchise Leadership Council. This council operates under the IFA Foundation's Diversity Institute with a mission to empower Latino entrepreneurs through networking, educational resources, and mentorship programs. The appointment signals a strategic move to leverage Ortiz's extensive experience in restaurant brand development to support Hispanic franchise ownership across the United States.
Ortiz brings decades of industry expertise from leadership roles at prominent brands including Perkins American Food Co., Huddle House, Focus Brands, QDOBA, and Potbelly Restaurants. His background in restaurant brand development positions him to contribute meaningfully to the council's objectives of creating pathways for professional growth and business development within underrepresented communities. The HLFLC specifically aims to address the growing economic impact of Hispanic and Latino entrepreneurs in the franchise industry, which represents a significant market opportunity for HR vendors serving this sector.
Matthew Haller, President & CEO of the International Franchise Association, emphasized Ortiz's commitment to supporting Hispanic and Latino entrepreneurs, noting his potential to advance the organization's mission. Javier N. Solis, Chair and Founder of the council, highlighted Ortiz's capacity to drive meaningful progress and open doors for emerging franchise leaders. These endorsements underscore the strategic importance of this appointment for both the association and the broader franchise community.
For HR vendors and industry professionals, this development has several implications. The formation of specialized councils like the HLFLC indicates a growing institutional focus on diversity, equity, and inclusion within the franchise sector. This creates opportunities for vendors offering diversity training programs, recruitment services targeting underrepresented groups, and consulting services for inclusive workplace practices. The council's work through the International Franchise Association and its Diversity Institute may lead to increased demand for HR solutions that support Hispanic and Latino entrepreneurs in navigating franchise ownership.
Through his involvement with HLFLC, Ortiz will contribute to shaping initiatives that foster inclusion and provide critical resources for Hispanic and Latino franchise professionals. This work ultimately strengthens the entrepreneurial ecosystem by addressing systemic barriers and creating more equitable access to franchise opportunities. For HR vendors, this represents both a responsibility and an opportunity to develop products and services that align with these inclusion goals, potentially tapping into a growing market segment while contributing to positive social impact.
The appointment reflects broader industry trends toward more intentional diversity initiatives in business development. As franchise organizations increasingly recognize the value of diverse ownership, HR vendors may see increased demand for tools and services that support these efforts. This includes everything from culturally competent recruitment platforms to leadership development programs designed for diverse entrepreneurs. The HLFLC's focus on networking, education, and mentorship aligns closely with core HR functions, suggesting natural partnership opportunities between such councils and HR service providers.
