Franchise NEXT Cologne: 800 Visitors at Inaugural Exhibition

The first Franchise NEXT in Cologne delivered mixed results: 83 exhibitors presented a total of 92 franchise brands on 15 and 16 October 2026, with around 800 people attending. Visitor numbers fell short of organiser Cox Orange’s expectations. Nevertheless, discussions at the stands received positive feedback. Another edition is planned in Cologne for 2027.

Plenty of brands, fewer visitors than hoped

The inaugural event took place at CONFEX at the Koelnmesse exhibition centre. It was aimed at aspiring business owners, existing entrepreneurs and people considering a career change into self-employment. National and international brands presented their franchise business models. The two-day exhibition offered visitors an opportunity to explore different concepts and speak directly with their representatives.

The final figures were 83 exhibitors representing 92 brands. These figures measure different things: there were more brands on show than exhibiting organisations. Prospective franchisees therefore had a wider choice of brands to explore than the exhibitor count alone might suggest.

Attendance was more modest. Around 800 people visited over the two days. Cox Orange acknowledged that this fell short of its expectations. The published event reports do not specify a target attendance figure, so the size of the shortfall cannot be quantified.

Quality of discussions shapes initial assessment

The lower-than-expected attendance was balanced by positive feedback on the contacts made. According to the organiser’s statement published by Wirtschaftszeit on 19 October, exhibitors praised the quality of the discussions. A report by L’Express Franchise dated 22 October also described exchanges at the stands as focused and of a high standard.

This feedback provides useful context, but should be distinguished from measurable business results. A positive assessment of a discussion is not the same as a signed agreement. The published reviews contain no figures on franchise partnerships resulting from the event. For now, the inaugural exhibition can therefore be assessed as a networking opportunity, rather than on the basis of proven expansion outcomes.

For Germany’s franchise community, the picture is nuanced: a broad range of brands, weaker attendance than hoped and positive qualitative feedback. None of these observations cancels out the others. Anyone assessing the value of an exhibition like this should consider both its reach and the results of subsequent discussions.

For prospective franchisees, a focused conversation can be a first step towards evaluating a business model. It does not, however, replace a thorough examination of the opportunity. When making a personal investment decision, it is advisable to record impressions from conversations separately from verifiable information about the franchise system.

A new format focused on face-to-face contact

Franchise NEXT marked Cox Orange’s debut as an independent event organiser in Germany. The marketing and events agency combined this move with a new location. According to the agency, face-to-face interaction was intended to be at the heart of the format.

The German Franchise Association was the event’s main partner. Another new feature was the Franchise NEXT Creator Lounge, which added a further element to the programme alongside the exhibiting brands’ stands.

By targeting aspiring business owners, entrepreneurs and career changers, the event brought together people with different starting points. This distinction matters when preparing for further discussions: someone considering self-employment for the first time may need different information from someone with business experience. Prospective franchisees should therefore clarify their own objectives and outstanding questions before following up a contact made at the exhibition. This makes it easier to assess an opportunity objectively, however persuasive the initial meeting may have been.

Second edition planned for 2027

Despite attendance falling short of expectations, Cox Orange plans to return to Cologne. Christian Köttler announced: “Cologne, we’ll be back in 2027!” According to the report dated 22 October, neither a specific date nor a venue within Cologne has yet been confirmed.

Exhibitor feedback and lessons from the two-day event are set to inform future planning. The organiser’s stated aims are to develop the format, reach new audiences and establish Franchise NEXT as a meeting place for entrepreneurs. Whether this will translate into higher attendance in 2027 remains to be seen.

Practical takeaway: Anyone who made contacts in Cologne should now bring together their outstanding questions and arrange focused follow-up discussions. For those planning a visit in 2027, a second edition has been announced, but the date and venue still need to be confirmed.