Shake Shack announces Brazilian franchise launch in 2027

Shake Shack has announced plans to enter Brazil in 2027 through an exclusive master franchise agreement with Bold Hospitality Company. The deal adds another name to the country's foodservice franchise sector. Brazil also features in Papa Johns' expansion plans and already has Krispy Kreme and Firehouse Subs outlets.

Shake Shack expands its presence in Latin America

According to a report published by Meio & Mensagem on 10 November, the Brazilian launch forms part of Shake Shack's expansion strategy in Latin America. The US chain, which has more than 750 restaurants worldwide, already operates in Mexico and is also preparing to enter Panama.

For the Brazilian market, the company has chosen an exclusive master franchise agreement with Bold Hospitality Company. The announced deal will support the brand's debut in the country, scheduled for 2027.

The announcement places Shake Shack among the international chains that have chosen partners to develop their Brazilian presence. However, a planned launch should be distinguished from an established operation: Shake Shack's announced entry is scheduled for 2027, while other American brands have been building local experience since 2025.

Papa Johns seeks partners for an initial launch in São Paulo

In September 2026, Papa Johns also announced plans to enter Brazil. The pizza chain is initially targeting São Paulo and is seeking one or more master franchisees to run the business and take the brand into other Brazilian regions.

John Matter, who leads the company's global development, described Brazil as a key market for the chain's international growth. The reasons cited include the size of Brazil's economy, the largest in Latin America, and the country's importance in the global pizza market.

The scale of pizza consumption in São Paulo helps explain this choice. According to figures from the Brazilian association Associação Pizzarias Unidas do Brasil, cited in the report, São Paulo produces more than 800,000 pizzas a day.

Papa Johns aims to combine its global brand strengths with an understanding of Brazilian preferences. According to Matter, partnering with a local operator should enable the company to develop an offering tailored to the country's tastes and consumption habits, while maintaining the chain's quality standards and customer service experience.

Krispy Kreme and Firehouse Subs already operate locally

While Shake Shack and Papa Johns prepare to enter the market, Krispy Kreme has been present in Brazil since April 2025. The company has already established 11 outlets in the São Paulo area, using a mix of operating formats and sales channels.

Its presence includes shops with on-site production, shopping centre kiosks, corporate locations, an airport location, drive-through service and delivery. This variety distinguishes its approach from expansion based on a single type of retail outlet.

The partnership with AmPm was described as instrumental in enabling Krispy Kreme's arrival. The arrangement combines the brand's international experience with knowledge of the Brazilian market.

Firehouse Subs opened its first Brazilian outlet in June 2025 at Shopping Internacional de Guarulhos, a shopping centre in Greater São Paulo. It entered the market through a joint venture between Firehouse Subs Brasil and Restaurant Brands International.

Daniel Packness, who oversees marketing at Firehouse Subs, said Brazil had established itself as the chain's leading market outside the United States and had gained importance in its international expansion strategy.

Agreements and stages of expansion differ

These four developments illustrate different routes into Brazil's franchise sector. Shake Shack has announced an exclusive master franchise agreement; Papa Johns is seeking partners to develop its operation; and Krispy Kreme and Firehouse Subs have already opened outlets with support from local partnerships.

For those assessing investment opportunities, these distinctions deserve attention. An announcement of a market entry does not, in itself, mean that individual franchises are available. Nor does the presence of trading outlets automatically indicate which partnership models are on offer.

The practical advice is to check directly with each brand on the stage of its operation, the type of partner it is seeking and the terms actually available before treating an expansion plan as an investment opportunity.