About The Author

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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 franchise 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 Luis Armenteros 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.

Born in Cuba and raised in the United States, Jorge’s life has been shaped by reinvention, resilience, and gratitude for the opportunities that defined his path. His professional discipline is grounded in both entrepreneurial rigor and a deep respect for the human side of ambition.

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, he 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.

His upcoming book, Ten Habits for High Performance—Without Selling Yourself Out (coming soon), builds on this foundation, offering a practical framework for achieving meaningful results while preserving integrity, clarity, and self-respect.

While his business writing focuses on alignment within organizations, his reflective work explores alignment within the individual. Across both arenas, his message remains consistent: sustainable success begins with clarity, responsibility, and authenticity.

Jorge is the founder of Life Arc Books, an independent publishing platform dedicated to thoughtful works on business, leadership, and self-awareness. Through his writing, speaking, and advisory work, he continues to support founders, executives, and individuals navigating growth, reinvention, and legacy.

He lives in Florida and remains committed to helping others build not just stronger businesses, but stronger foundations within themselves.