The franchise looking to the future, large firms in the sector meet at the 1st Franchise Forum

At the IFEMA MADRID Fairgrounds

This meeting of analysis and reflection served as a preview of the commercial exhibition, which will celebrate its twenty-sixth edition, in person, on May 5 to 7.

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On February 9, it was held at the Fairgrounds of IFEMA MADRID first FRANCHISE FORUM. A new initiative of the International Franchise Show, EXPOFRANCHISE, which wants to contribute to giving renewed impetus and visibility to one of the sectors that is most significant in job creation. This meeting of analysis and reflection served as a preview of the commercial exhibition, which will celebrate its twenty-sixth edition, in person, on May 5 to 7.

 

Under the slogan "The Franchise looking to the future”, and organized in collaboration with the Spanish Franchise Association, AEF; Mundo Franquicia, BBVA and El Economista, the event included interventions by Eduardo López – Doors, General Director of IFEMA MADRID; María Luisa Masuet, President of the AEF and Director of McDonalds, and Manuel Llamas Fraga, Deputy Minister of Economy of the Ministry of Economy, Finance and Employment of the Community of Madrid.

 

The General Director of IFEMA MADRID, Eduardo López-Puertas, welcomed this first FRANCHISE FORUM, anticipating what will be the next edition of EXPOFRANQUICIA, which in his words “has established itself as the best commercial reference in the franchise sector in Spain. A call that has the experience and knowledge of IFEMA MADRID, recognized, once again, as the best convention center in Europe, which will contribute to promoting the reactivation of the franchise sector, developing an extensive technical program and different spaces such as the Franchise School Forum, the Franchise Catwalk Forum and the Business Room.”

 

The President of the AEF, María Luisa MasuetHe highlighted the role of franchises, which generate around 300.000 jobs in Spain. He predicted a "successful future" for this sector. Regarding the impact of the pandemic on this business model, he asserted that it has suffered, but somewhat less than other models, because 2020 marked a turning point for the industry.non-negligible billing ratios"And that the franchise has 'unique elements that allow it to survive in times of crisis.' Furthermore, looking ahead, he believes this model will continue to strengthen, especially with the emergence of new initiatives."

 

Masuet reviewed the role that the AEF has played in the current crisis, which concentrates almost 70% of the franchise business volume in Spain, informing its partners about legislative developments, providing support, giving seminars… And always including the franchisee's vision and not just the franchisors' in order to have a "closer" fit to the sector.

 

For his part, the Vice-Minister of Economy of the Ministry of Economy, Finance and Employment of the Community of Madrid, Manuel Llamas FragaHe praised the holding of forums like this one, for "contributing to generating debate and ideas about this business model and consolidating it, especially by helping its recovery after two difficult years." He also highlighted that "the regional government's way of supporting franchises is by maintaining low taxes, attracting foreign investment and eliminating obstacles to improving the ability to invest.” Specifically, he noted that “the Region of Madrid It is a leader in this segment. Of the 1.381 brands in Spain, 367 are located in the region. There are more than 26.000 stores, generating almost €11.000 billion in revenue and employing more than 117.000 people.

 

The President of the AEF, María Luisa Masuet, highlighted the role of franchises, which generate around 300.000 jobs in Spain. She predicted a "successful future" for the sector.

 

Then the economist Rafael Domenech, Head of Economic Analysis at BBVA Research and Professor of Fundamentals of Economic Analysis at the University of Valencia, presented the presentation “2022: Economic Situation in Spain”. In his analysis, Doménech predicted that “the recovery of the economy in Spain will be slower than initially expected, due to inflation among other factors, and he opted to accelerate the digitalization process and an adequate and agile distribution of funds. Next Generation. "

 

In the current economic scenario and with a very fragmented business fabric, franchises have an advantage, according to Doménech, who pointed to increased productivity, innovation and competitiveness as keys to job creation.

 

The franchise experience

 

After his presentation, a discussion table followed, moderated by the journalist Jara Abella, which included the participation of Ramón Rueda, General Director of Midas Spain; Juan Pablo Nebrera, CEO of Brooklyn Fitboxing; Iñaki Olazábal, CEO of Mother Yeast – Comess Group; Manuel Fernández, Founder and CEO of Dorsia, and Iván Martín, Director of Alsea Spain Franchises.

 

At this table, aspects such as the importance of selection processes, financing, adaptation to client changes, digital transformation and training in new digital tools, internationalization or the presence of women in this sector were addressed. , among other topics.

 

All participants agreed that, even recognizing the importance of having a solid project, it is essential to carry out an adequate evaluation of the human teams, to imprint on them the seal and values ​​of the brand. Precisely these human teams that are well aligned with the philosophy of the franchise, together with the solidity of the projects, are decisive when it comes to obtaining the necessary liquidity from financial entities to undertake new projects.

 

This is a sector that has had to adapt quickly to the continuous changes that customers have been experiencing lately, to offer them an adequate response to their new needs.

 

With regards to Capabilities, those responsible for the different participating franchises, explained the external projection of its banners, agreeing that this sector is distinguished by its important presence in foreign markets.