Published in L´Express Franchise , 22 - December , 2025 Overview franchises

Franchise investors no longer focus solely on the brand. Today, beyond the certainty a brand can offer, they seek a business model that guarantees profitability, adaptability, and future growth. Recent experience, marked by the pandemic, digital acceleration, and changes in consumer habits, has taught a clear lesson: enthusiasm is no longer enough. Now there is more analysis, more caution, and a search for businesses with solid foundations.

What requirements do franchise investors value today?

The first filter is obvious: how long does it take to recoup the investment? The ideal return range is between 24 and 36 months, accompanied by a solid EBITDA, allowing investors to verify that the business is self-sustaining, without relying on financial artifice or optimistic projections. Today, models based on real data, not generic promises, are demanded.

But numbers aren't the only factor. Business flexibility has become increasingly important. Investors are looking for projects with the capacity to scale, combine physical and digital formats, and allow for the opening of multiple units with controlled risk. Franchises with moderate investments and quick returns are the most attractive to those who prioritize speed and control.

In this scenario, the franchisor's role is crucial. Simply providing an operations manual is no longer enough: support must be tangible, continuous, and strategic. Initial training, efficient logistics, operational support, and marketing tailored to the local environment are now requirements that can determine the success or failure of a franchise.

Health, wellness, and restaurants: the most attractive sectors for franchise investment.

Sergio Zambrini, Director of Franchises at Banco Sabadell, confirms this market trend. He explains that the health and wellness sectors are generating the most interest. "There is significant interest in the gym sector," he notes, including both large centers and boutique gyms. He also highlights the presence of French capital, which is driving the growth of the model in Spain.

Despite the wellness boom, restaurants remain the driving force of the sector. “It’s the most important part of all the investments we make,” says Zambrini, who estimates that “the restaurant sector already accounts for 50%.” This sector shows a more professionalized franchisee profile. “Not just anyone from the general market can enter without experience,” he warns, since the increased costs and operational complexity demand greater preparation. He also observes a trend among franchisors to open their own centers, a sign of a more mature and strategic approach.

Digitalization and sustainability: decisive factors for franchise investors
Technology has become an indispensable requirement. Franchises that integrate digital tools for sales tracking, inventory management, and online marketing have an advantage. “Large franchises are starting to digitize—well, to use artificial intelligence, for example—in their sales optimization processes,” Zambrini comments. This digitization allows them to operate with fewer staff and improve efficiency, factors that strengthen the viability of the business.

The rise of sustainability completes this new approach. Franchises that manage to reduce operating costs through energy efficiency, recyclable packaging, or resource reduction strategies gain appeal to investors, who value both profitability and consistency with current values.