The success of franchises in Spain with sustainability and digitalization on the horizon
Entrepreneurship is not easy and anyone who has started a business adventure knows it.. However, breaking into the market with the certainty that a business model works is an option for many who live with the itch of being an entrepreneur.. This is the case of the more than 1,380 franchise brands that exist today in Spain.. A sector that has been positive for years and contributing to the country's economic growth, as highlighted in an event organized by Expansión and EL MUNDO in collaboration with BBVA.
Four Spanish franchises told their success stories from the different sectors of activity in which they operate in a meeting whose objective was to highlight this type of company, which in many cases are small and medium-sized companies or self-employed workers.. The deputy director of Expansión, Iñaki Garay, moderated the conversation, in which digitalization and sustainability played an essential role.
The event began with the intervention of Luisa Masuet, president of the Spanish Franchise Association (AEF) and director of McDonald's franchises, during which she did not hesitate to show her pride in the figures presented by this little-known area, but which contributes to the Spanish economy to a large extent. Proof of the consolidation and maturity of this market are the 27,000 million euros it has a turnover, the more than 300,000 people it employs in Spain, and the 139 countries in which Spanish franchises have a presence.
One of these cases is Brooklyn Fitboxing, which already has almost 200 training centers in Argentina, France, Portugal, Russia and Spain.. From the beginning, they set internationalization as their objective, so they began to carry out projects with the condition that they could be “scalable and replicable” in other parts of the world, said María Blanco, the company's project director.
Something similar happens with the ALSEA restaurant group, although in this case the company has brands of great importance at a global level such as Domino's, Burger King, Starbucks, Gino's or VIP's. In addition, they present another singularity and that is that 80% of their establishments are owned by the group, “so the business models are very tested,” said Iván Martín Cabrero, franchise director at the company and spokesperson for the AEF.. “Transmitting this know-how to the franchisee minimizes the risk,” he added.. This is one of the advantages of this form of entrepreneurship.
Digitalization and sustainability are key for this sector to continue to rise in the future, something that the Fermento Panaderos group is aware of, which has carried out a series of digitalizing actions from different avenues.
Ignacio Antón, representing this group, explained to the attendees that the company has implemented digital technology both internally and externally.. “We use programs that are powered by artificial intelligence and big data to determine if a specific site is a correct location for the business”. But, Antón also assured that digitalization has allowed them to “obtain traceability of all processes” whether when purchasing raw materials for manufacturing, whether to know if there is going to be a change in sales trend or to facilitate the buy from your customers with a click and collect service. That is, its consumers can buy through its platform, and pick it up at the establishment with a guarantee of availability and without the need to queue.
The REPLUS group, dedicated to the PVC and aluminum industry, has also improved the relationship with its clients through technology, since as reported by its commercial and franchise director, Juan Miguel Cantó. Their sale does not end with the act of purchase, since the product requires subsequent installation, which is why they offer their customers the possibility of tracking their order.
Whatever the project, the future of franchises, franchisees and franchisors looks promising, with clear and proven keys to success.. According to Mauset, for this type of model, the correct selection of the franchisee, their training, and having the appropriate suppliers are essential, and that is where banking entities such as BBVA come into play, which offers a comprehensive service for this type of client.
In this aspect, the head of the department, María Eugenia López, emphasized that “after the critical moment of opening, these entrepreneurs may have more needs” that they satisfy “by accompanying them in terms of technological innovation or sustainable transition”, in addition to financing actions.