GF Issue 54

franchise networks in France and 84,497 franchised outlets, representing a turnover of €76.6 billion. These hired 463,280 employees and represented a total of 828,178 direct and indirect jobs. “In Europe, France is one of the more effective countries when it comes to franchising,” says Jean- Paul Zeitline, the Paris contact for global consultancy Progressium. “We have very robust organizations in France to assist franchising, including Franchise Expo Paris, which is one of the strongest franchise events in the world.” In fact, McDonald’s – one of the most recognizable American franchise brands – has found France to be an especially rewarding market. With over 1,200 French locations, France is McDonald’s largest market outside of the States. “The government is very in favor of franchising,” says Zeitline. “In general, all of the authorities are favorable to franchising, because they know that it’s a great model to help people build businesses.” Perfecting your market entry A majority of franchises within France are located in the South-East (27%), followed by the West (25%). And despite the country being considerably smaller than somewhere like the U.S. – at around 643,801 square kilometers – many incoming franchisors tend to divide its markets into five or six segments when planning for future expansion. “In our experience, master franchising is generally the most popular form of expansion for international brands,” explains Zeitline. “Sometimes, as it can be a risk for both parties, we divide France into five or six areas and give the master franchisee the north of France, for example, so that it’s not as big a risk for both parties. If they’re good and perform as expected, then they can expand and buy another area in the country. That’s generally the easiest way. We also have some franchisors that use direct franchising. A franchisor from the Netherlands or Spain could look directly for franchisees in France, but that’s not as straightforward as master franchising.” Due to France’s familiarity with the franchising model, it won’t be too challenging to find a handful of prospects for your France- based master franchisee, but Zeitline cautions that completing a market study is an essential first step if you plan on sticking around for long. “If we are talking about food, then the French aren’t eating like France leads the European franchising scene, with 1,972 franchise networks and over 21% of its franchise brands operating internationally. The following trending sectors are well represented by brands exhibiting this year: FOOD AND BEVERAGE Donuts concepts: Bakin’Donuts, Dream Donuts, Donuts & Donuts Bakeries/sandwich franchises: Paul, La Croissanterie, Ange, La Mie Caline, Feuillette, l’Atelier Papilles, Maison Becam Coffee shops à la française: Coutume, French Coffee Shop, Paul Le Café, Feuillette Café Asian food restaurants: Pitaya, Matsuri, Street Bangkok, Heiko Poké, Toapoké, Pokawa Entertainment restaurants: La Cage, Place des Oliviers, Expérimental Park BEAUTY Perfume shops and bio cosmetics: Adopt’, Guinot-Mary Cohr (partout dans le monde), L’Occitane en Provence, Yves Rocher, Avril Cosmétiques SPECIALIST OUTLETS Discount and second-hand shops: B&M, Noz, Foir’fouille, Bazarland, Easy cash, Cash express Entertainment: Kayakomat (kayak rental) Fnac-Darty HOME DECOR Made in France, Gautier FITNESS On Air Fitness, Fitness Park, Anytime Fitness, L’Orange Bleue CONSTRUCTION Renewable energies, thermal insulation and heating: Koov, Evotherm, Kaltéa, Aciel Ouvert CONCIERGE SERVICES Primo Conciergerie, Conciergerie Yes FASHION Accessories and jewellery: Histoire d’Or, Polette Children’s fashion AUTOMOTIVE Car repair: Midas (already in 17 countries) WHAT’STRENDINGAT FRANCHISE EXPOPARIS 2024? INS IGHT 70 GLOBAL FRANCHISE | ISSUE 8.2