Published in Cinco Días , 15 - November , 2025 Franchises of Spain

Franchising has become an engine of the economy and an option for many investors and entrepreneurs. The latest data from the Spanish Franchise Association (AEF) shows that the sector represents 1.88% of GDP, has a turnover exceeding €27.7 billion annually, and generates more than 300,000 direct jobs. There are 1,384 registered operating brands, with the restaurant and hospitality sector accounting for the largest number. “We are currently experiencing a boom. In the past, growth has been greater, but the model has consolidated and is growing at a less aggressive pace, a sign of maturity,” said Luisa Masuet, president of the AEF, at a breakfast organized by CincoDías in collaboration with BBVA, where the current state of franchising and its prospects were discussed.

BBVA agrees on the current strength, “with more stable, supported, and sustainable long-term growth, which is important,” said María Eugenia López, head of specialized SME business for the bank in Spain. The success of this business structure, as well as its future prospects, is due to the fact that “it combines two fundamental levers: support and independence. In each franchised center, we have a company, an SME, or a self-employed individual that grows with support, but has the independence of being a business where they can develop their activity, generate employment and wealth for their family and even for the surrounding community,” López added.

Covid-19 marked a turning point. “I have to acknowledge the resilience of the sector in 2020 compared to others; how brands helped by making themselves available to franchisees and financial institutions to find solutions; how they closed so that the franchisee could survive... It was a moment of reflection and inflection that showed us that we can continue to invest in this structure when this partnership exists,” commented the BBVA representative.

The bank is highly focused on the SME sector, on “supporting specialized businesses that require a different approach, such as franchising. In the first eight months of 2025, we financed 33% more franchisees, and growth among SMEs and the self-employed reached 48%.”

Among the most significant changes in recent years, Vicente Pascual, CEO of Midas, highlighted that “the profile of the franchisee candidate is diversifying considerably. In recent decades, we've seen a trend of people seeking self-employment or a medium- to long-term investment. Now we have investors, self-employed individuals, mechanics who are joining the franchise model… Currently, 60% of our network is self-employed; 30% is multi-business (multi-franchisee); and 10% is comprised of investors.”

Regarding how innovation and sustainability have changed the structure and management of the industry, Pascual argued that it is a “concerning factor in the automotive sector in terms of what's coming and what the future holds for workshops.” Among the actions taken, he emphasized that, “from the end customer's perspective, we have focused on digitizing relationships through digital channels to manage, for example, their appointments. As for our franchise network, there is investment in innovation to adapt to mobility legislation and also to the arrival of electric vehicles, which requires workshops to be adapted for sustainable and profitable activity. Our employees also receive ongoing training in new technologies.”

From a more general perspective, Luisa Masuet confirmed that “the world is more technological and globalized than ever” and that “franchisees are providing significant support to ensure this.” However, regarding sustainability, she acknowledged that “there is still a long way to go; it is something that brands will continue to work on in the coming years because we are very, very early on.” Masuet recalled the help that the association provides to the brand, which "is the one that has to lead these changes, to support and accompany it through its network of franchisees."