Raiz connects franchise networks to regional delivery apps across 1,170 Brazilian cities

A coalition of nine regional delivery platforms aims to connect franchise networks with consumers beyond Brazil’s major urban centres. Named Raiz, the initiative brings together apps operating in 1,170 cities across 24 states and offers a single technical integration to access these channels. The proposal was presented in sponsored content published by Valor Econômico on 8 September 2026.

One connection for multiple local apps

According to the material, Raiz acts as an intermediary layer between the systems used by franchise networks and the coalition’s apps. The connection can be made through the network’s existing enterprise resource planning (ERP) system, point-of-sale system or integration provider.

The aim is to enable franchisors and large chains to sell through local apps using a single integration and management dashboard. Its stated distinguishing feature is therefore the consolidation of regional channels within a shared technical infrastructure, rather than the creation of a single consumer-facing app.

The group reports a combined total of 55,000 partner businesses active each month. This figure refers to the participating platforms’ combined business base, not the number of franchise outlets served. Similarly, its presence in 1,170 cities reflects the coverage reported by the coalition; it does not mean that every connected network already operates in all those municipalities.

This distinction is important when assessing the announcement: it concerns access to sales channels, not new outlet openings or agreements already signed by franchise brands.

Expansion beyond major cities makes the proposal relevant to franchises

The initiative aligns with a broader shift in Brazil’s franchise sector. According to the published content, leaders of the Brazilian Franchising Association (ABF) identified expansion beyond major urban centres as one of the key trends shaping 2026, alongside technology and network consolidation.

ABF figures reproduced in the material indicate that franchise networks are present in 69% of Brazilian municipalities, with notable expansion in smaller towns and cities and in the North and North-East regions. This reach helps explain the rationale for bringing together apps that already operate outside the main urban centres.

The same publication reports that the franchise sector ended 2025 with turnover of R$301.7 billion, up 10.5% on the previous year. Growth in the first quarter of 2026 was 10.1%.

These indicators provide context for the initiative but do not measure Raiz’s performance. Nor do they establish that regional delivery has driven franchise growth. The link lies in the geographical reach of franchise networks and the availability of a technological infrastructure for accessing different local markets.

Announced reach does not equate to commercial results

For a franchisor assessing delivery channels, the single integration is the central element of the proposal. Rather than focusing solely on the advertised nationwide reach, the decision requires checking whether the cities served by the apps match the locations of the network’s outlets.

The material provided does not detail fees, implementation timescales, contractual terms or commercial results for connected franchise businesses. Nor does it list brands already using the infrastructure. There is therefore no basis for estimating any increase in orders, operational savings or financial return from signing up.

As the presentation appeared in sponsored content, the coverage and partner-business figures should be understood as information supplied by the initiative itself. They describe its stated scale but do not replace an assessment of service provision in each local market.

What to check before signing up

To turn the announcement into a practical assessment, franchisors and franchisees can start with the coverage map. They should request a list of participating apps, check which ones serve each outlet and establish how the single dashboard connects to existing systems.

A second step is to clarify costs, support, operational responsibilities and access to order data. These are points to assess, not confirmed features of the offering. It is also sensible to decide how results will be monitored before extending use to other outlets.

In practice: Raiz offers an alternative route into regional delivery. Before signing a contract, a network should verify local coverage, technical compatibility and commercial terms, without confusing potential reach with guaranteed sales.