Rocco Fiorentino

Rocco has spent more than 25 years in Franchising, starting out as a franchisor in casual dining. After building a great brand and selling to a public company, Rocco then became one of the largest franchisees with Krispy Kreme Doughnuts and developed and operated the brand in Pennsylvania, New Jersey, and Delaware. Krispy Kreme at the time was America’s Favorite Brand. After developing all three states, Rocco sold back to the parent company. Rocco went on to pursue a career in franchise financing and led Benetrends Financial as the President and CEO to become the Franchise Industry leader in financing. Over 8 years, Rocco more than doubled the size of the organization and tripled the revenue and income while developing a culture that was recognized as one of the top 5 companies to work for in the Philadelphia market.