This study examines the relationship between entrepreneurial orientation and the performance of multi-franchise owner-operators in Malaysia. In an increasingly complex and competitive business environment, the franchising business model has become a focal point for many operators. This franchising opportunity enables individuals to embark on entrepreneurship while leveraging the support of established franchise brands. Multi-franchising presents a significant opportunity for expanding franchise networks and achieving sustainable business growth. Therefore, this study investigates the key entrepreneurial orientation associated with the performance of multi-franchise owner-operators. Specifically, innovation, risk-taking, and proactiveness will be explored to identify how these orientations influence business performance in the Malaysian context. The methodology involves a comprehensive literature review to identify knowledge gaps and develop a conceptual framework. Data will be collected from owner-operators of Malaysian multi-franchise businesses. Propositions for each relationship will emerge from this framework. Finally, several expected contributions and recommendations for future studies are presented.