The Mexican Franchise Association (AMF) projects a double digit growth for 2025, with a strategy that combines regional expansion within the country and the impulse to internationalization, especially in Asia.
In an interview with Efe his president, Betsy Eslava, stressed that Mexico is the fifth world power in franchise number, with more than 1,500 brands, of which 85% are national.
“The franchise is a proven and resilient model that generates more than one million jobs in the country,” said Eslava, who became this year the first woman to preside over the AMF in her 36 years of history.
The organization concentrates about 300 of them, and awaits this year the opening of at least 150 new units in Mexico, equivalent to an interannual growth of 11%.
Of all this ecosystem, 30% correspond to food and drinks, followed by health and beauty (15%), education, mechanics and tourism.
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The franchise model, explained Eslava, offers a success rate close to 90% after five years, unlike independent ventures, which usually fail in the first two years.
“The key is that franchises are backed by processes, technology, training and operational manuals,” he said.
In addition, it emphasized the promotion of ISO 17067 as an international standard to professionalize the sector and increase its competitiveness in markets such as South America, the United States and, soon, Asia.
Despite economic uncertainty, AMF maintains a positive expectation, as Eslava said that “services are noble” and are expected to grow 60% in general.
The President of the AMF said that in her management she will focus on decentralizing the presence of franchises in large cities to bet on medium cities and less saturated regions, but with great market potential.
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The commitment to international expansion has as its spearhead the franchise fair in Yakarta, Indonesia, scheduled for October.
Eslava explained that 17% of Mexican brands have already been exported to South America, the United States, Canada and Europe.
“We are going to take the brands with the ‘made in Mexico’ seal that they want to internationalize or want to try their brands in the Asian market that is now growing a lot,” said Eslava.
According to the president of AMF, the greatest attraction of Mexican franchises in Asia lies in its cultural and gastronomic offer, and highlighted the importance of countries such as Indonesia, Philippines, Malaysia, Thailand and even China for their population density.
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In addition, he recalled that Mexico has a formal presence in the World Franchise Council and in the Ibero -American Federation of the Branch, which strengthens confidence in investors that can acquire a Mexican brand from 150,000 pesos (about 7,500 dollars).
Professionalization and technology
For Betsy Eslava, the key to the success of the franchise model lies in its structure and support. “The difference between a simple model and a franchise is that it is supported. That is, it is very different when you buy a franchise because it already brings a trajectory, manuals, training,” he said.
In addition, he acknowledged that “it is urgent to technify”, while in other latitudes such as in South Korea, establishments can be 100% automated; Although he stressed that in Mexico these innovations begin to be seen, where he said also opens a door for Mexican robots.
Eslava celebrated that on June 11 the World Franchise Day was instituted for the first time, for the joint initiative with the Canadian Franchise Association and the World Council of the Sector, while in the country they generate more than one million jobs and contribute 5% of the National Gross Domestic Product (GDP).
With EFE information
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