Brett Payne
Founder, Adela's Restaurant Group
In Brief
Updated
Brett Payne is the founder of Adela's Restaurant Group and the author of The Franchise Freedom Blueprint.
He was Director of US and International Franchise Operations for Classic Rock Coffee (2013–2020) as the brand expanded into 12 international markets, and founded Contender eSports in 2018.
Through 10X Enterprises, the franchisor behind Adela's Restaurant Group, he builds franchise systems designed to travel.
Brett Payne has spent three decades building organizations that run on systems, not personalities. In the 1990s he launched 26 university campuses across Ukraine. He then led a UK software company as CEO. From 2013 to 2020 he was Director of US and International Franchise Operations for Classic Rock Coffee. He was the officer responsible for franchise operations as the brand grew into 12 international markets. In 2018 he founded Contender eSports. He franchised the gaming-center concept across the United States and internationally. Today he works through 10X Enterprises, the franchisor behind Adela's Restaurant Group. He builds franchise systems designed to travel. Each concept is built once, documented properly, and replicated across cities and countries.
A FAMILY NAME
Adela's is a family business in every sense. It starts with the name. Adela is the middle name of Marie Adele, Brett's partner. It was her grandmother's name before her. The group is named in honour of Marie and her family. The name is a reminder, on every sign and in every store, that real people started this, for the long term.
The Franchise Freedom Blueprint
Before Adela's, Brett wrote the playbook. The Franchise Freedom Blueprint is his complete framework for turning a good business into a franchise. It is built to give founders freedom, not complexity. The same thinking sits behind every Adela's concept.
Get The Book
“I help founders build franchise systems that give them freedom, not trap them in complexity.”
“The Franchise Freedom Blueprint is about building systems that scale, not hustle that burns.”
“Every concept is designed to be replicated — across cities, across countries, and across investor profiles.”