Franchising in Italy: women make up 35% of franchisees

Women account for 35% of franchisees in Italy, compared with 22% of entrepreneurs overall. This is one of the findings of research by Patrigest for Assofranchising, presented on the opening day of Salone Franchising Milano, held from 1 to 3 October 2026. For the franchising sector, the finding puts women’s participation in running businesses in the spotlight, alongside the usual measures of turnover and new openings.

Participation above the national benchmark

The comparison, reported by Teleborsa on 5 October, shows a gap of 13 percentage points between the proportion of women among franchisees and their share of entrepreneurs overall. Women therefore remain a minority among franchisees, but their representation is higher than the national benchmark used in the research.

It is important to interpret the figure correctly: the 35% refers to franchisees, not employees working in outlets or those leading franchisor companies. It therefore measures women’s participation as operators of businesses within franchise networks.

The comparison describes a difference without, on its own, establishing the reasons behind it. It does not, for example, allow the finding to be attributed to particular contractual arrangements, more favourable investment terms or specific recruitment policies. The news is the substantial presence of women in Italian franchising, not automatic proof that every franchise opportunity offers the same prospects.

79% of brands expect an increase

Alongside this snapshot of the current position, the research offers an indication of the outlook: 79% of franchise brands expect female participation to grow over the next three years. That is a substantial proportion of the networks surveyed, making the issue relevant to those planning to expand their franchise networks.

However, this percentage reflects brands’ expectations. It does not mean that the number of female franchisees will rise by 79%, or that women will account for that share of all franchisees. Nor is it a count of new openings already approved or contracts already signed.

The distinction matters when assessing the significance of the findings: the 35% figure describes current participation, while the 79% figure measures how widespread expectations of growth are. Taken together, the two indicators show already significant participation and a widespread expectation among networks that it will grow further, without quantifying the eventual outcome.

The context: a sector with 707 brands

The figures on female participation sit within the broader findings of the Assofranchising Italia 2026 report, produced by Patrigest with TEHA Group. According to the figures reported by Teleborsa, Italy’s franchising sector comprised 707 brands and 62,449 outlets in 2025, employing 327,200 people.

This scale helps explain why the make-up of the sector’s business owners deserves attention alongside its economic performance. However, it would be incorrect simply to apply the 35% figure to the number of outlets to calculate the total number of female entrepreneurs: franchisees and business outlets are different measures and should not be treated as interchangeable.

The research was presented during the 39th edition of Salone Franchising Milano, organised by Fiera Milano at Allianz MiCo. The event therefore provided a forum for discussing not only the scale of franchise networks, but also who contributes to their development by becoming a franchisee.

From expectations to assessing a franchise network

For a woman considering becoming a franchisee, these figures provide a useful benchmark, not a guarantee about any individual opportunity. Overall female participation is no substitute for examining the investment required, contractual commitments, training and support offered by the brand.

One practical step is to ask about the experiences of other female franchisees in the network: which responsibilities they handle directly, what support they receive and how they managed the launch of their businesses. These questions help move the discussion from aggregate figures to the operating conditions of the particular opportunity under consideration.

Practical takeaway: use the national figure as a starting point, then check the documentation, costs and support offered by the individual network. Growth expectations become relevant to a business decision only when they are backed by a concrete, viable proposition.