Milan Franchising Show: 121 brands from 15 countries expected

121 brands from 15 countries are expected at the Milan Franchising Show, which opens on 1 October 2026 at Fiera Milano. The figures were reported by ANSA Lombardia in a news item published on 30 September. For Italy’s franchising community, they highlight the event’s international reach: an opportunity to compare franchise opportunities while considering how well they could work in the Italian market.

Putting the international presence into perspective

ANSA Lombardia’s announcement provides two specific figures for expected participation: the number of brands and the number of countries represented. It does not, however, give a breakdown of Italian and overseas brands, or state how many are exhibiting for the first time or preparing to enter Italy.

This distinction matters when interpreting the news. An announced presence at a trade show does not amount to entry into the Italian market, nor does it prove, on its own, that a brand already has the infrastructure to support franchisees in Italy. The 121 brands should therefore be understood as the expected exhibitor line-up, not as 121 new networks set to enter the market.

The reference to 15 countries nevertheless makes international comparison the announcement’s most striking feature. For prospective franchisees, the useful question is not simply which concept seems most original, but what conditions would enable it to develop in the local market.

From interest in a brand to assessing the business proposition

When considering an international franchise opportunity, it is worth separating interest in the product or service from an assessment of the franchise relationship. A compelling brand identity is a starting point; making a decision also requires information about the organisation that will support the business owner.

Questions to prepare include who the contractual counterparty would be, whether support is available in Italian and how training is organised. It is also useful to ask how supplies, digital tools and marketing are managed, and which activities remain the franchisee’s responsibility.

These details are not covered in ANSA’s brief report and should not be assumed to apply to the announced participants. Rather, they are practical criteria for making meetings more productive, helping prospective franchisees move from a general brand presentation to an initial assessment of the opportunity.

The same approach applies to Italian networks. A brand’s country of origin is no substitute for examining its business proposition, just as name recognition alone does not establish its suitability for a particular city, trading location or budget.

How to compare opportunities beyond the exhibition stand

With 121 brands expected, preparing for a visit can help avoid comparisons based solely on the appeal of a presentation. Before the event, it makes sense to define your budget, target area and the time you intend to spend personally managing the business.

During meetings, using the same checklist for each brand allows you to collect comparable information. Areas to explore may include:

• initial investment and expenses excluded from the quoted figure;
• any ongoing fees and advertising contributions;
• premises requirements and site selection criteria;
• initial training and support after opening;
• documentation available for financial and contractual due diligence.

The aim is not necessarily to reach a decision during the show. It is to build a reasoned shortlist of opportunities to investigate further, distinguishing verbal claims from documented information. Any financial forecasts warrant questions about the assumptions used, the costs included and their relevance to the chosen area.

An event for starting discussions, not drawing premature conclusions

The opening announcement positions the show as an event to watch for those following links between Italy’s franchising community and international businesses. However, the figures describe expected participation: they are not a review of the event’s results and provide no basis for predicting agreements, investments or openings.

Assessing tangible developments will require subsequent, verifiable information about individual projects. In the meantime, the event’s practical value may lie in the quality of the information gathered and the opportunity to clarify questions and terms directly.

Practical tip: arrive with a few precise questions, record the answers and request documentation before making any commitments. A useful visit ends with information to verify, not just promotional material.