Published in Informa BTL , 19 - September , 2025 Overview franchises

In a world marked by economic uncertainty, more and more entrepreneurs are looking for business models that offer security, profitability and support. In this scenario, franchises have positioned themselves as one of the most reliable alternatives for a brand, thanks to their ability to adapt, resilience and ongoing support.

While undertaking from scratch entails high risks, betting on a proven system and with comprehensive support can mark the difference between failure and success.

Franchises: a safe bet in the face of uncertainty
Franchises have proven to be a formula capable of withstanding economic crises and staying stable over time. This is due to several key factors:
- Proven models: When validated in different markets, operating systems significantly reduce the margin for error.
Example: during the pandemic, fast-food franchises grew 8% in Mexico, according to the Mexican Franchise Association (AMF).
- Economies of scale: Thanks to centralized purchasing and optimized logistics, franchisees access lower costs and greater competitiveness.
- Ongoing support: From marketing campaigns to legal advice, going through technology and crisis management, franchisees receive ongoing support.
- Sector resilience: Headings such as health, food and essential services show greater stability and ability to recover in the face of adverse environments.

How to Turn a Brand into a Successful Franchise
For entrepreneurs who wish to expand under this model, it is not enough to have a good idea: structure, planning and strategic vision are required. These are the foundational steps Franchises That Grow suggests:

1. Validate business replicability
A concept that works in one city should be able to adapt to other regions with minimal adjustments. It is recommended to have at least two years of proven profitability, margins above 15% and a differentiating proposition in the market, such as fusion cuisine or an innovative service.

2. Structure the “Franchise System”
The success of this model depends on standardization. For this purpose, detailed operational manuals must be developed, explaining everything from how to open the premises to how to provide customer service. It is also essential to offer trainings of at least two weeks and technological support, with tools such as management software, ordering apps and CRM.

3. Define the economic model
The initial investment should cover equipment, stock and suitability of the premises. In addition, royalties are set that usually range between 5 and 10% of gross sales, as well as a corporate marketing fund equivalent to 2-3%.

4. Protect intellectual property
Registering trademarks, manuals and trade secrets is essential to avoid legal risks. Also, it is appropriate to include confidentiality and non-competition clauses in contracts.

5. Choose strategic franchisees
Early partners should be carefully selected, prioritizing brand engagement. The ideal is to open units in areas where the business already has recognition to boost initial acceptance.

Key tips for new franchisees
While each brand has quirks, there are general recommendations that can make the difference:
- Start with 2-3 own units to optimize processes before franchising.
- Offer realistic and transparent profitability, projecting an attractive annual ROI.
- Lean on a legal and business team to avoid contractual disputes and strengthen the relationship with franchisees.