Franchising is still an underdeveloped sector in Italy. Compared to most other European countries, Italy has fewer U.S. franchise brands. Many U.S. concepts, in particular those related to services (food sector, senior care, pets, etc.) may have significant potential opportunities in the local market.
Franchising began in Italy in 1971, when the first franchise brand was launched. Franchising in Italy has come a long way in this relatively short time. This sector plays a significant role in the Italian economy, and it is one of the few sectors of the economy that is growing steadily, even though at a slower pace than in the past.
Franchising seems to be an effective instrument to face the economic crisis, thanks to the flexibility of the franchising system and the skills of franchisors, masters and franchisees. This allows the most competitive brands to consolidate and expand their presence on the market; at the same time new concepts can develop.
Foreign franchisors are certainly interested in the Italian market, as Italy is one of the largest economies and boasts a high standard of living. Some franchise concepts also benefit from Italy’s position as a leading destination for international visitors coming from abroad for leisure and business reasons.
By Andrea Rosa