Betsy Eslava joins the World Franchise Council board

Betsy Eslava Altamirano, president of the Mexican Franchise Association (AMF), has joined the board of the World Franchise Council (WFC) for a two-year term. Her appointment strengthens the Mexican franchise sector’s representation in shaping the organisation’s international agenda.

Two distinct responsibilities

According to a report published by Lo de Hoy on 16 October, the appointment was confirmed during the WFC Assembly in Taiwan. Eslava will serve on the board for two years, contributing to the international franchising agenda.

At the same Assembly, Mexico was selected to co-lead Connect, a global strategic pillar, alongside Great Britain, the Netherlands and Malaysia. The programme aims to link business associations and facilitate brands’ international expansion.

These are two separate responsibilities: the AMF president’s appointment to the board, and Mexico’s participation in an initiative shared with three other countries. Both give Mexican representatives a role in international collaboration, but neither in itself amounts to new outlet openings or commercial agreements for specific brands.

Connect: building links for international expansion

Mexico’s participation in Connect aims to support international expansion through the exchange of experience and links with business organisations in other countries. The programme focuses on connecting associations and facilitating brand expansion, rather than announcing any particular business venture.

For Mexico’s franchise sector, this approach is relevant given the gap between brands’ domestic presence and their reach abroad. According to figures released by the AMF, 15% to 20% of Mexican franchises have expanded their operations internationally.

The main destinations cited are the United States, Central America, South America and Spain. The association aims to raise that proportion to 25% by 2027 by helping businesses professionalise their operations, fostering international cooperation and opening up new markets.

Eslava’s appointment and Mexico’s role in Connect provide an institutional framework for these efforts. However, it is important to distinguish between the ambition to increase the sector’s overseas presence and results already achieved: 25% is a target, not the current proportion of brands operating internationally.

Parallel recognition for North America

Mexico’s increased representation coincides with recognition for the Trilateral Franchise Alliance of Mexico, the United States and Canada. The initiative was named the best in the Global Best Practice Showcase for its business collaboration across the three countries.

Together, these countries account for more than 6,600 brands, one million outlets and 12 million jobs, according to information released about the award. These figures describe the combined size of the three national franchise sectors; they do not relate solely to Mexico or represent results generated by the alliance.

The award recognises a collaborative initiative, while the WFC appointment and participation in Connect create opportunities for representation and relationship-building. These developments share an international dimension, but have different implications for the associations and brands involved.

What this means for Mexican brands

The AMF puts Mexico’s franchise sector at more than 1,500 brands and around 95,000 outlets. It also credits the sector with more than one million jobs and a contribution of approximately 5% to gross domestic product (GDP).

Against that backdrop, the international agenda has considerable scope, but each expansion project requires its own assessment. Institutional representation and the exchange of experience can support preparation; they do not replace an assessment of the target market, operational capacity or the terms of a potential commercial partnership.

Practical takeaway: brands interested in expanding abroad can ask the AMF how to access its international networking initiatives, while recognising that institutional support is not a guarantee of results.