Brazilian franchising crosses borders and consolidates itself as one of the largest exporters of brands in the world. Currently, national networks are present in more than 100 countries, with a focus on Portugal, United States and Argentina. According to the Brazilian Franchise Association (ABF), this movement accompanies the robust growth of the sector, that earned more than R$ 273 billion in 2024. However, expanding a franchise to another country requires meticulous and strategic planning
According to Lucien Newton, vice president of the Consulting vertical of the 300 Franchising Ecosystem, internationalizing a network goes far beyond simply replicating a successful model. The expansion outside Brazil needs to consider three essential pillars: cultural adaptation, market intelligence and financial structuring. Without this well-defined tripod, the risk of failure increases considerably, explain Lucien
Step by step to take a franchise to another country
- Market analysis and local legislation
Before any movement, it is essential to understand the regulations of the target country. Franchising in Brazil is highly regulated, but not all markets have such structured legislation. Furthermore, it is necessary to assess local demand and competition to ensure there is space for the brand - Choice of expansion model
There are different formats for internationalization, as master franchise, where the franchisor works on expansion by granting brand management rights to a third party; joint ventures, characterized by a commercial partnership or alliance between companies; the direct opening of own units. The choice should consider the management capacity of the franchisor and the level of investment - Brand adaptation to the local audience
Each market has its cultural and consumption particularities. "What works in Brazil may not be as appealing in another country". Test the model, adjusting the product mix and paying attention to communication are fundamental steps, highlights Newton - Formation of strategic partnerships
Relying on local partners facilitates market entry and reduces operational risks. Companies that already have experience in the sector can assist with logistics, in the distribution and operation of franchises - Financial plan and support for the franchisee
An international expansion requires detailed financial planning, considering exchange rate, taxation and operational costs. For more, it is essential to provide ongoing support to franchisees to ensure brand standardization
Opportunities for the futureBrazilian franchising is on the rise globally. Segments such as food, beauty and education are among the most promising for international expansion. For Lucien Newton, internationalization is no longer an option, but rather a natural path for networks that wish to grow sustainably.
The world is becoming increasingly globalized. "Whoever knows how to position themselves and create intelligent strategies to scale internationally will be ahead of the competition", concluded the expert
