Empowering Visayas entrepreneurs with the economic might of PH franchising

CEBU CITY -- As the Philippine economy continues its steady upward trajectory, the Philippine Franchise Association (PFA) has brought its flagship regional roadshow, the Franchise Negosyo Visayas Expo, to SM Seaside City Cebu, running from July 31 to August 1 at the Mountain Wing Atrium with over 60 exhibitors, industry experts, and hundreds of aspiring entrepreneurs.

Designed as a one-stop hub for business ownership, the free-admission expo featured emerging and established brands, allied suppliers, and hands-on educational seminars covering investment fundamentals, profit scaling, and brand expansion.

"Franchising remains one of the most accessible and proven pathways to business ownership, and through Franchise Negosyo Visayas Expo, we hope to open more doors for Filipinos who dream of building their own enterprise,” said Steve Benitez, President, Philippine Franchise Association (PFA).

The Cebu expo provides a direct platform for attendees to connect with franchisors and explore legitimate, turn-key investment options. Key highlights of the event included a comprehensive brand showcase with more than 60 exhibitors representing food and beverage, non-food retail, and essential service categories.

5 Ways to Grow Your Profit, a practical session led by Coach Camille Conanan of ActionCOACH Philippines on proven strategies to scale existing operations. How to Invest in the Right Franchise, a strategic seminar by Noemi Ruiz of Francorp Philippines guiding prospective franchisees through financial evaluation and brand selection.

How to Franchise Your Business, a targeted forum held at Summit Galleria Cebu tailored for homegrown Visayas brands seeking national and international expansion.

The Philippine franchising industry statistics

The Visayas expo arrives at a high point for the Philippine franchise industry, which has established itself as an economic heavyweight both regionally and globally.

According to the Department of Trade and Industry (DTI) and the International Trade Administration, the Philippines is the 7th largest franchise market in the world and the largest in Southeast Asia. Over 1,800 brands operate across the archipelago, with an impressive 90 percent originating from local Filipino entrepreneurs.

Food and beverage concepts continue to lead the domestic market—accounting for roughly 46 to 80 percent of total industry revenues—followed by services at 34 percent and retail at 20 percent, the report said.  Small-format formats, such as food carts, kiosks, and compact retail pods, have fueled rapid growth in provincial hubs outside Metro Manila, lowering initial capital barriers for first-time business owners.

The sustained rise of franchising in the country is backed by an expanding middle class with growing purchasing power; a strong BPO workforce generating high disposable income and  the rising consumer demand in regional economic hubs like Metro Cebu, Davao, and Iloilo.

Global context: A $900B+ worldwide market

On the international stage, franchising continues to showcase remarkable resilience, transitioning from post-pandemic recovery into steady, tech-driven expansion, bared Chris Lim, CFE, PFA Director for International Relations.

The global franchise ecosystem generates hundreds of billions of dollars in economic output annually, with the International Franchise Association (IFA) projecting global output to surpass $920 billion.

Globally, franchise systems are heavily adopting Agentic AI and automated operations for labor scheduling, inventory control, and localized marketing. Additionally, consumer preferences are shifting toward experiential dining, wellness concepts, and eco-friendly/sustainable brand operations, Lim added.

Cross-border franchising and with International franchisors increasingly view Southeast Asia, and the Philippines in particular, as a primary growth engine due to strong brand recognition, high literacy rates, and social-media-savvy populations, Lim noted.

Benetiz said that events like the Franchise Negosyo Visayas Expo emphasized the crucial role regional centers play in sustaining economic growth. By providing aspiring entrepreneurs in Cebu and neighboring provinces with accessible tools, verified franchisor networks, and expert guidance, the Philippine Franchise Association continues to solidify the country’s standing as Asia’s capital of franchising. (Photos: MBCNewman)

Franchise growth, its impact on regional job creation

CEBU CITY – The Philippine Franchise Association (PFA) concluded its 2-day biggest regional franchise expo dubbed as "Franchise Negosyo Para sa Region VII (Cebu)” with more than 60 exhibitors and 200+ brands at the Mountain Wing Atrium, SM Seaside City Cebu, August 1 to August 2 that offered opportunities for aspiring entrepreneurs to explore legitimate investment opportunities and connect with established franchisors.

"Cebu's sustained economic growth and its position as a gateway to the Visayas make it an ideal location for franchise expansion.  I strongly call for  inclusive economic growth through regional franchising,” PFA Chairman Chris Lim, CFE, said in his opening statement at the opening ceremonies.

The show featured a wide range of successful franchise brands and allied suppliers to help with a comprehensive business setup. Attendees also participated in insightful activities like seminars and forums at the side area.

A free seminar on "How to Invest in the Right Franchise" for prospective franchisees and a forum on "Expanding Your Business Through Franchising" featuring two esteemed PFA Member Franchisors and a paid seminar on "How to Franchise Your Business" was held on August 2, at the Summit Galleria Hotel. The seminar was for thriving homegrown businesses in the region wanting to expand their brand through franchising.

Lim expressed his gratitude to partners, including chambers, brands, DTI, and government entities, for their support in franchising, which has generated 2 million jobs in the Philippines and many more in the Visayas region, particularly in Cebu.

“Cebu is a key market for brand growth in the Visayas and PFA commits to host more events in Cebu to educate and support local brands in expanding nationally and internationally, brands like Mister Steve Benitez's Host Coffee and others, are poised for future international growth,” Lim said.

Other local brands such as Island souvenirs, Joni, and Lisa, are also noted for their growth and potential to expand internationally. The collective effort to support local brands is seen as a way to make Filipino and Cebuano brands successful on the global stage, he added.

Lim highlighted the significant contribution of franchising to job creation, noting that it has generated two million jobs across the Philippines.  The Visayas region, particularly Cebu, has seen thousands of jobs created by franchises, with each new franchise creating 10 to 20 new jobs in localities.  Cebu is identified as a key market for brands looking to grow in the Visayas region, emphasizing its importance in the franchising landscape, Lim noted.

Cebu City mayor Nestor Archival recognized franchising as a vital driver of the city's investment and entrepreneurship ecosystem while Atty. Richard Aban, Division Chief of the SME Development Division of DTI-7 emphasized the vital role of franchising in empowering MSMEs and driving regional development.

SM Seaside City Cebu Mall manager, John Brian Tan echoed SM's continued commitment to supporting business development, promoting inclusive growth and fostering a thriving business environment in Cebu.

Aside from the activities open to the public, PFA held a "Kamustahan", an exclusive activity for PFA Cebu-based members on August 2, to provide a networking venue for PFA Cebu-based members and the PFA Board of Trustees and Officers who supported the event.  

They also discussed programs and projects that would foster the growth of franchising in Central Visayas. (Photos: MBCNewman)