THE Philippine franchising industry has become one of Southeast Asia’s most dynamic consumer sectors, valued at about P605 billion, equal to nearly 8 percent of the national gross domestic product (Asean Briefing, 2025).
Studies show that franchising has a greater success rate (90 percent) compared with independent startup (Malaya.ph). With a profit margin of 4 to 12 percent, return on investment is within roughly three to five years, medium investment to five to seven years, large investment (Franchise.ph).
Franchises produce efficiencies because they bring to the economy tried-and-tested business formulas and experience, as it shares to partners the privilege or license of owning the brand in the territory. Franchising businesses benefit from a more efficient supply chain through larger-scale networks and economies of scale established by franchisors.
Franchising positively influences four dimensions of development, namely economic, social, institutional and infrastructural. It supports local economic development.
It opens employment and self-employment opportunities. Each brand employs an average number of 1,188 employees, which leads to an assumption that the sector contributes to 2.37 million employment.
Why Philippines?
The Philippines has the robust consumer demand of a large population (116 million) of brand-conscious growing middle class within favorable market dynamics. There are emerging growth segments in fast food, coffee shops, health and beauty, education and training, and agriculture-related franchises.
Yes, the Filipino brand can!
Philippine brands are braced to go global. There are opportunities derived from free-trade agreements of the Philippines with many nations, in a vast unsaturated global market for Filipino products. While perceived as “too Filipino,” Filipino products are with international relatability. The Filipino communities worldwide can serve a primary market and influential brand ambassadors amid the social media platform conveniently available in the digital world.
It may be a long way to go for many Filipino brands as global expansion entails vast financial resources coupled by limitations in access to credit.
But it is not a dream. There are success stories that tell us that yes, the Filipino brands can (Quintana).
Global and proud
Jollibee, a truly Filipino franchise brand, is an undisputed staple and household name. Today, it boasts a global footprint in 33 countries with its international business accounting for 6,800 of Jollibee’s 10,300 stores.
The Filipino brand Potato Corner has been dubbed the “World’s Best Flavored Fries.” The founders aimed to conquer the global stage from the outset and now satisfies the widespread craving for Potato Corner in every corner of the world.
And there are more brands now engaged in global expansion and currently are giving pride to the Filipinos. This includes Penshoppe, Max’s, Bo’s Coffee, Avocadoria, Tapa King, Miguelito’s Ice Creams, CBRC, and many more.
Excellence in growth, strategy and advocacy
The Philippine Franchise Association (PFA) is home to the most trusted franchise brands in the Philippines, duly recognized by governments, as well as the World Franchise Council; and serves as the secretariat to the Asia-Pacific Franchise Council.
PFA was under the presidency of Jollibee’s CEO Joseph Tanbuntiong, who looks back to 2024 and 2025 with pride and confidence on PFA’s three core pillars: growth, strength and advocacy.
PFA strengthened its regional footprint through regional expos and B2Bs, and continued provincial and international shows, and outbound missions. It raised industry standards through key learning programs. The Certified Franchise Executive (CFE) program had 250 graduates in 2025 and now has expanded to Malaysia.
PFA strengthened partnerships with government and financial institutions, and reinforced PFA’s global presence.
Cheers to the presidency of Joseph.
Giants leading the flock
The PFA board is chaired by Joseph Tanbuntiong (Jollibee) with Steve Benitez (Bo’s Coffee) as president. Robert Trota (Max’s Restaurant) is vice chairman along with the Mother of Franchising Bing Limjoco (Francorp), who also serves as its treasurer. Chris Lim (La-Z-Boy) is the immediate chairman, and the Father of Philippine Franchising Samie Lim is its chairman emeritus.
The powerhouse board of directors for 2026 to 2027 include Victor Paterno (7-11); Richard Sanz (BBK); Carl Balita (CBRC); Alan Escalona (Fruit Magic); Judy Guevara (Minute Burger); Sherill Quintana (Oryspa); Alice Liu (Penshoppe); Joey Alvero (Potato Corner); Melody Isaguire (Tapa King); and Joey Garcia (Wendy’s).
Moving forward. Greater and farther
Steve Benitez holds the baton for the next two years. He immediately set up a strategic planning workshop. Anchored on grounding the organization into what it truly is — by revisiting its vision, mission, core values and ambitions — he leads by transforming the organization into becoming a formidable asset to nation-building. His aim is that the strategic planning provides clarity for the organization’s governance guided by its north star forward for the next six years — equipped with metrics that measure and road map that navigates toward continuing excellence.
He acknowledges that PFA is where it is now because of the excellent legacy of the past leaders, and hopes to build upon each other’s success — farther and greater.
Asia’s biggest franchise event
The PFA announces the Franchise Asia Philippines 2026, the much-awaited and largest 4-in-1 franchise event in Asia. Set for April 2026, this year’s event carries the powerful theme: “Franchising Together: Asean to the World.”
Franchise Asia Philippines 2026 will serve as the premier gateway for local brands to scale internationally and for global concepts to enter the vibrant Asean market. The event will gather industry leaders, entrepreneurs and world-class speakers to foster collaboration and showcase the resilience of and innovation in franchising.
The CFE program (April 20-21, AIM) is a mini-MBA in franchising with a rigorous professional development track for franchise executives who aim to raise their level of expertise as conducted by the US-based International Franchise Association.
The International Franchise Conference (April 23, SMX) is a distinguished gathering of industry titans, featuring internationally renowned thought leaders, experts, successful franchisors and business leaders who share insights on current market trends, business strategies, best practices and growth opportunities. Plenary sessions of thoughtfully selected topics with sought-after speakers, offer a dynamic learning and networking experience designed to enrich insights and expand professional networks. Participants will have the opportunity to listen, share and learn from peers during interactive Business Solution Roundtable sessions.
The International Franchise Expo (April 24-26, SMX) is the heart of the weeklong event. The expo brings together hundreds of homegrown and international brands — from emerging concepts to top franchise names — across food and beverage, retail and service industries. It has been the ultimate one-stop franchise destination.
The Franchise and Business Seminars (April 24-26) run alongside the expo; it will feature the annual flagship sessions, “How to Invest in a Franchise” and ”How to Franchise Your Business,” along with a diverse lineup of business-focused seminars, covering in-demand topics.
The Asean Briefing paper cited that the Philippine franchise market offers one of Southeast Asia’s most compelling combinations of scale, growth and accessibility. Success, however, depends on more than brand recognition; it requires early protection of intellectual property and franchise agreement that comply with rules. With those foundations in place, the real drivers of profitability become partner selection, territorial strategy and relationships.
Amid the noise in the country, there is good news in business, and there is greater news in franchising. The PFA is surely a blessing for the Philippines and the Filipinos.
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SOURCE: The Manila Times