Mexico's Fiesta of Franchising

There is no better way to appreciate the popularity and economic buoyancy of franchising south of the border than to have witnessed the phenomenon of the 29th International Franchise Fair, held from March 8 to 10 at Mexico City's World Trade Center. This three-day event rivals franchise trade expos in any other part of the globe. The event receives almost unprecedented press and TV media attention and typically delivers a high-profile exposure of both Mexican and non-Mexican franchise brands.

All this attention is derived from Mexico's tremendous interest in expanding the business base of small and medium-sized enterprises, in addition to the newsworthy success of franchising in Mexico. Franchising has flourished in Mexico over the past 5 years. In response, this event has sold out and many late entries were left out despite a yearly 20 percent increase in floor space.

As one of the world's most heavily attended franchising trade shows, Mexico's International Franchise Fair was not to be missed for franchisors targeting an entry into the U.S.'s closest and most populous franchise-friendly neighbor. The Mexican Franchise Association's president, Roberto Ramos, has reported that this year's event:

• featured 215 exhibitors representing 250 franchise brands and 27 distinct business formats and industries;
• attracted nearly 30,000 visitors, 70 percent from Mexico, with the remainder from the U.S., other Central America, and South America;
• offered a conference program drawing a record attendance of 1,500 with standing room only for top franchising speakers from Mexico and abroad, including Mary Ellen Sheets (CEO of Two Men and a Truck) in a simultaneously translated presentation; and
• promised the grant of as many as 500 or more franchises from franchisors reporting from the floor of the event, which translates into the potential creation of 50,000 new jobs in the franchise sector, and among its suppliers and related service and support networks.