Franchising: 78% of brands seek to expand beyond Greater Buenos Aires

Geographical expansion is gaining momentum in Argentina’s franchise sector: 78% of brands are seeking at least one location outside the Buenos Aires Metropolitan Area (AMBA). The figure, attributed to the Argentine Association of Brands and Franchises (AAMF), accompanies a range of openings and projects spanning services, education, fashion and retail, as well as food and drink.

Expansion spans major markets and smaller locations

The figure was published by Forbes Argentina in September and cited by Franquisia in its 22 October analysis of expansion into Argentina’s regions. Its scope is specific: it reflects brands’ interest in finding at least one location outside AMBA, not the proportion of openings already completed in those destinations.

In the AAMF’s latest half-yearly survey, areas selected for new openings included the City of Buenos Aires, Greater Buenos Aires and the rest of Buenos Aires Province, alongside Córdoba, Santa Fe, Mendoza and Neuquén. The search for locations outside the metropolitan area therefore sits alongside plans for growth within it.

Earlier in the year, the Argentine Franchise Guide (GAF) had already identified Mendoza, Córdoba and Santa Fe as increasingly established expansion hubs. Recent activity also includes destinations in northern Argentina and Patagonia. There is no single route to growth: different locations are associated with different business concepts and stages of development.

Services and education broaden their presence

One concrete example is Grupo Omega, a pest control business. According to information published by GAF on 16 September, the brand reached its 26th franchise with an opening in Tucumán. During 2026, it also opened in Salta, Neuquén and Río Negro.

The company also reported that territories remain available in Mar del Plata, Bahía Blanca and Santiago del Estero. This case highlights two distinct aspects of geographical expansion: operations already added to the network and cities where development opportunities are still being sought.

In education, Neone opened a location in Santa Fe, as reported by GAF on 7 October. This provides an example beyond the food and drink concepts that often dominate coverage of franchising.

Casa del Constructor also has outlets in Córdoba and Mendoza, according to information published by GAF on 23 September. This tool-hire business adds to the diversity of activities represented across Argentina’s regions.

Fashion and retail: projects at different stages

In fashion and accessories, ModaShop announced forthcoming openings in Tafí Viejo, in Tucumán Province, and Pinamar, according to information published by GAF on 14 October. These are announced projects and should therefore be distinguished from outlets already trading.

Jewellery brand Tous is also among the brands planning expansion beyond AMBA: its programme includes stores in Rosario, Córdoba and Mendoza, according to an April report by El Cronista. These cities overlap with some of the markets that regularly feature in expansion surveys.

Taken together, these developments show interest in provincial capitals and major urban centres as well as smaller locations. However, the announcements do not form a single, consistent timetable: they combine completed openings, forthcoming launches and development plans. For anyone considering joining a franchise network, this distinction is crucial when enquiring about territory availability.

Requirements vary by business concept

The choice of location also depends on each brand’s requirements. Carnave, for example, seeks towns with at least 2,500 residents and prefers corner sites with medium to high passing traffic, according to September information from Infonegocios cited by Franquisia.

This requirement provides a concrete benchmark for assessing locations, but it should not be applied to other franchise concepts. Likewise, the territories advertised as available by Grupo Omega reflect its own strategy, rather than demand across the franchise sector as a whole.

The 78% figure confirms widespread interest in growth beyond AMBA, while recent examples show where that interest has already translated into operations and where it remains at the planning stage. The practical takeaway: before choosing a franchise, confirm whether your preferred location is available, what requirements the brand sets and whether an announcement refers to an actual opening or a search for franchisees.