Global franchise leaders, investors, operators and brand owners convened virtually on May 28 for the inaugural edition of the World Franchise Congress & Honors (WFC) 2026, a global platform dedicated to franchise expansion, cross-border partnerships and scalable business growth.
The congress was organised by Scale Media International, a UK-based business platform focused on connecting brands, investors, operators and growth ecosystems across the UK, India and international markets, in association with Franchise India.
Positioned as a high-level forum for franchisors, multi-unit operators, investors and industry leaders, the event marked the first edition of the World Franchise Congress in London and focused on the theme, “Global Scale: Architecting the Next Decade of Sustainable Growth.” The agenda explored international expansion strategies, franchise governance, market selection, unit economics and emerging growth opportunities across Europe, the Middle East, Asia and Africa.
One of the opening sessions, “Choosing the Right Markets: Where Global Brands Grow Next, Europe, Middle East, Asia & Africa,” examined how brands evaluate international opportunities amid changing consumer behaviour, economic uncertainty and evolving cultural expectations.
The session was moderated by Sunny Chhina, Founder of The Fat Pizza, and featured global franchise leaders including Juan E. Marcos, President & Co-Founder of Tío Bigotes France; Nick St George, Franchise Development Director at Immersive Gamebox; John Prior, Franchise Owner at Snap Fitness 24/7.
Global Franchise Leaders Map the Next Growth Markets
Market selection, cultural adaptability, and evolving consumer behaviour emerged as the defining themes during the opening session of the World Franchise Congress (WFC) 2026, where leading franchise executives from the restaurant, fitness, and experiential entertainment sectors discussed how brands can identify and succeed in high-growth international markets.
The session, titled “Choosing the Right Markets,” explored how franchise brands evaluate expansion opportunities, respond to shifting consumer trends, navigate geopolitical uncertainty, and adapt their concepts for local markets.
Market Selection Requires More Than Demographics
Opening the discussion on international expansion, Nick St George highlighted that, successful market entry begins with a disciplined assessment framework rather than simply chasing growth opportunities.
Drawing on lessons from his restaurant industry background, St George shared a three-question approach that has guided his market evaluation process: understanding customer demand, assessing whether sustainable profitability is achievable, and determining whether the brand can effectively execute within the market.
He noted that while many European markets benefit from strong urban density and affluent consumers, brands must also contend with labour costs, operating expenses, and evolving consumer spending patterns.
“International expansion is never just about entering a new market, it’s about adapting the brand to fit local culture, consumer behaviour and operational realities. Translation, localisation and cultural relevance remain absolutely crucial if a brand wants to truly connect with audiences globally,” said St George.
The Immersive Gamebox executive also observed that many franchise investors are increasingly looking beyond traditional foodservice categories and seeking sectors that offer stronger margins and greater resilience against economic pressures.
Training and Cultural Understanding Drive International Success
For Juan E. Marcos, whose Argentina-inspired empanada concept operates in France, one of the biggest challenges of international franchising lies in maintaining consistency while adapting to local realities.
Marcos emphasized that training should be viewed as a strategic investment rather than an operational requirement.
“One of the biggest challenges in franchising is ensuring consistent training across markets,” he said. “Logistics is another major hurdle, transporting ingredients and materials across continents while maintaining quality and operational efficiency can be especially demanding for international food brands.”
According to Marcos, cultural adaptation becomes even more important when brands export concepts rooted in specific national identities and customer experiences.
He noted that franchise systems must prepare teams not only operationally but also culturally, particularly as younger generations bring different workplace expectations and communication styles.
Marcos also argued that simplicity will become an increasingly important growth driver for franchise brands. Streamlined operations, standardized processes, automation, robotics, and artificial intelligence, he said, will play a growing role in helping concepts scale efficiently across borders while addressing labour shortages and rising costs.
The Tío Bigotes co-founder further suggested that changing consumer habits are reshaping traditional assumptions about restaurant operations, with customers increasingly dining at unconventional times and relying more heavily on digital ordering and delivery platforms.
Fitness Becomes a Lifestyle Necessity
The conversation also highlighted the strength of the global wellness economy, with John Prior pointing to the sector’s remarkable resilience through multiple economic cycles.
“The fitness industry today is a $1.22 trillion opportunity,” said Prior. “Even through three major recessions in the US, the industry has continued to grow because fitness is no longer considered a luxury, it has become a necessity. People now prioritise health, wellness and mental wellbeing like never before.”
Prior explained that the most attractive expansion markets today are those where consumers increasingly view fitness as an essential part of daily life rather than a discretionary expense.
He noted that successful international operators recognize that consumer motivations vary significantly across regions. While some markets prioritize performance and aesthetics, others focus on longevity, rehabilitation, community engagement, recovery, or mental wellness.
“The brands that succeed internationally are the ones that listen first, adapt intelligently and avoid assuming a one-size-fits-all strategy,” he said.
The Snap Fitness franchise leader also highlighted the growing popularity of wellness-focused offerings such as reformer Pilates, recovery services, and holistic health experiences, reflecting broader consumer demand for integrated fitness solutions.
Localization Emerges as a Competitive Advantage
A recurring theme throughout the session was the importance of localization.
While technology, artificial intelligence, demographic data, and digital analytics provide unprecedented market intelligence, panellists agreed that understanding local tastes, cultural nuances, and consumer expectations still requires on-the-ground experience.
Moderator Sunny Chhina illustrated the point through his own restaurant expansion efforts, noting that market data alone cannot reveal subtle consumer preferences such as local flavour profiles or dining habits.
The panel agreed that brands seeking long-term international success must balance consistency with flexibility, preserving their core identity while adapting products, services, and customer experiences to local market conditions.
Economic Pressures Continue to Shape Expansion Decisions
The discussion also examined how geopolitical tensions, inflationary pressures, labour shortages, and rising operating costs are influencing franchise growth strategies globally.
St George observed that industries with stronger unit economics and greater resilience are increasingly attracting franchise investors seeking diversification. While foodservice remains attractive because of consistent consumer demand, operators face growing pressure from labour, energy, and supply chain costs.
As a result, many franchise groups are becoming more selective about where they expand and are placing greater emphasis on profitability, operational efficiency, and market sustainability.
Key Takeaway: Adaptability Will Define the Next Era of Global Franchising
The opening World Franchise Congress panel concluded that successful international expansion is no longer driven solely by market size or economic growth rates.
Instead, winning franchise brands are those that combine strong unit economics with cultural intelligence, operational simplicity, localized customer experiences, and the flexibility to respond to rapidly changing consumer expectations.
As franchising enters a new phase of global growth, the panel’s consensus was clear: brands that listen, adapt, and localize effectively will be best positioned to succeed in increasingly competitive international markets.
