San Churro? Deliciosa!
- CM Green
- May 31
- 4 min read
From Dough to Data: Kevin Lacey on Growing San Churro and Reinventing Franchising
While franchises are becoming a big part of the hospitality landscape, there’s also a lot to learn for other creators, in the machinations of the big players.
Recently, in an interview with Kevin Lacey, the General Manager, Network Development for San Churro, we dug deep and found the gold. And one of the key takeaways is the adaptability of this franchise model.
The importance of cultural fit in selecting franchise partners is a big part of the process, and of course, there are always the ongoing marketing and product development strategies. Evolution in these dynamic businesses is constant, and essential.
In an industry where trends evolve quickly and customer expectations are always shifting, the success of any hospitality brand rests on its ability to adapt and innovate. San Churro, one of Australia's most beloved dessert franchises, is doing just that—under the leadership of Kevin Lacey, General Manager of Network Development.
With a career that began in the kitchens of Domino's at age 14 and spanned global franchise systems from courier services to gelato and even financial services, Kevin Lacey brings a rare mix of grassroots hustle and corporate foresight. In a recent interview for Remember Press, he offered a masterclass in franchise growth, cultural alignment, and building businesses that last.
A Franchise Journey From the Ground Up
“I started off as a 14-year-old in Domino’s,” Kevin recalls. From making pizzas to buying his own store, his career evolved into supporting other franchisees in training and development roles across Australia and New Zealand. Over time, Kevin worked with iconic brands including Fastway Couriers, Gelatissimo, United Franchise Group, and more, consulting across continents from the US to France and even Guam.
His global franchise experience gave him a deep understanding of what works—and what doesn’t—when scaling businesses. “I’ve worked in different sectors of franchising,” he says, “but ultimately came back to my food roots with San Churro, helping re-energize the network.”
The San Churro Expansion Blueprint
Since Kevin joined, San Churro has grown from 50 stores to over 71 in just two and a half years. But this expansion isn’t accidental—it's driven by data, discipline, and a deep respect for franchise partners.
Kevin outlines a robust four-layer process used to determine viable new store locations. It starts with spectrum analysis to pinpoint demographic alignment, then overlays real estate data, build-out cost projections, and finally, a financial viability forecast to ensure new partners can see ROI within four years.
“Our leases are typically seven years,” Kevin explains. “Our goal is to support franchise partners in achieving profitability within the first half of their lease term, allowing them to build sustainable businesses.”
People First: Cultural Fit Over Capital
Despite receiving 100–150 franchise applications a month, San Churro doesn’t hand out licenses lightly. “We’re not in the business of just taking a heartbeat and a bank cheque,” Kevin says. “We’re looking for people who love the brand and align with our culture.”
From former police detectives to career changers with no hospitality background, franchisees bring diverse perspectives—and San Churro listens. “They often help us refine our processes,” Kevin notes, adding that the franchise system is fluid enough to allow bottom-up innovation.
Looking After the Backyard Before Going Global
International expansion is on the radar—New Zealand, Dubai, Qatar—but Kevin is clear: “The founders want to make sure we’re looking after our existing franchisees in Australia first. San Churro’s international growth is carefully balanced with unwavering commitment to the success and satisfaction of our Australian franchise partners.”
This focus has become even more important with recent updates to Australia's Franchise Code, which tightens regulations and heightens franchisor accountability.
“For those doing the right thing, these changes are no issue,” Kevin says confidently. “San Churro’s proactive approach to compliance fosters trust and transparency, creating a stronger, more resilient franchise network.”
Staying Agile and Ahead of Trends
Innovation isn’t confined to store count or compliance. San Churro’s product and marketing teams are always nine to twelve months ahead, with long-range planning baked into the business model. “We're already working on campaigns and products for next January,” Kevin reveals, a strategy that keeps the brand fresh and relevant.
From handcrafted décor imported from Spain to ethically sourced coffee from Brazil, Honduras, and Mexico, quality and authenticity are front and centre. “Not many people know this, but the terrara in every store is handmade by a family in Spain,” Kevin shares proudly.
Leadership in Technology and Innovation
Technology is reshaping hospitality, and San Churro is embracing it. Under Kevin’s leadership, San Churro has embraced cutting-edge technologies like AI and data analytics to optimise operations and enhance franchisee performance.
His forward-thinking approach ensures the brand remains agile and competitive in a rapidly evolving market.
Key Takeaways for Hospitality Entrepreneurs
Start With People: Cultural alignment with franchisees trumps financial backing. Long-term success comes from shared values, not just capital.
Data-Driven Growth: A thorough, multi-layered site selection strategy can mitigate risk and maximize ROI for franchisees.
Stay Ahead, Always: Innovation and marketing must be proactive, not reactive. Plan a year out and watch competitors play catch-up.
Listen to Your Network: Franchisees can bring powerful insights from unexpected places. Encourage bottom-up feedback and flexibility.
Ethics Matter: Being ahead of regulatory standards protects your brand and builds trust in the market.
Leadership Focus: Lead with Vision and Experience: Kevin's journey—from a teenage pizza-maker to a franchise executive—demonstrates that true leadership is built on hands-on experience, cultural alignment, and a relentless focus on innovation.
Kevin Lacey’s journey—from teenage pizza-maker to franchise executive—embodies the kind of hands-on, big-picture leadership that’s redefining hospitality in Australia. And as San Churro continues to grow, it does so not just with scale in mind, but sustainability, integrity, and community at its core.
“My goal is to ensure San Churro not only grows but thrives sustainably,” Kevin says. “That means investing in our people, embracing technology, and always staying true to our core values.”
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