Torreón to host the first La Laguna Franchise Roadshow

Mexico’s La Laguna region will host a stop on the Franchise Roadshow for the first time in 2026. The event will take place on Wednesday 18 November at the Torreón Convention Centre, with a programme combining presentations of investment opportunities, training on turning local businesses into franchises, and opportunities for business negotiations.

A day connecting Coahuila and Durango

According to information published by El Siglo de Torreón, the La Laguna Franchise Roadshow 2026 aims to connect established brands with entrepreneurs, investors and business owners in the region. The event is aimed particularly at participants from Torreón and Gómez Palacio, with a target attendance of at least 100 regional businesspeople and prospective investors.

Activities will begin at 8.30am with registration and run until 2.30pm. The programme includes a franchise showcase, a panel discussing success stories and three keynote business talks.

The event has two aims: to present options to those considering investing in a brand, and to offer guidance to owners looking to turn their own business into a franchise. The latter brings local business concepts into the discussion about expansion alongside networks already operating under the franchise model.

The attendance target is an event forecast, not a confirmed participant count or a commitment to new openings.

Training and protecting intangible assets

The training programme will cover methods for turning a business into a franchise, business innovation and the protection of intangible assets. The final topic will be presented by Mexico’s intellectual property institute.

For brand owners in La Laguna, this combination offers a chance to examine several aspects of potential expansion: how to structure the model, introduce innovation and protect the business’s intangible assets. The programme therefore goes beyond showcasing investment opportunities.

The day will also feature direct business negotiation sessions and an area with 24 exhibition spaces for business support services. The services announced include finance, consultancy, training, tax advice, technology and payment methods.

These spaces complement the talks by offering opportunities to discuss specific operational and growth needs. Their role should be clear: the 24 spaces are for business support services and should not be taken as the number of participating franchise brands.

Coahuila has 856 franchise outlets

The event will take place in a state with an established franchise presence. According to figures published in coverage of the announcement, Coahuila has 856 outlets belonging to around 265 brands.

Food and drink accounts for 35% of outlets, followed by personal care, health and beauty at 23%. Retail represents 12%, general services 11% and the automotive sector 5%. Together, these five sectors account for 86% of the state’s outlets.

This breakdown shows that the market extends beyond restaurants: almost two-thirds of outlets operate outside food and drink. For visitors exploring investment options, this suggests that retail and service concepts are also worth considering.

The figures cover Coahuila as a whole, not just Torreón or the La Laguna region. That geographical distinction matters when assessing the market a new outlet would serve.

La Laguna as a market for new ventures

The La Laguna region has 52,626 business establishments, of which 21,372 are directly involved in trade, according to figures published about the event. The region also has 354,164 formal-sector jobs and a population of approximately 1.56 million.

These indicators provide context for the regional market targeted by the roadshow, but they are not sales or profitability forecasts for any particular franchise. Each opportunity will need to be assessed individually, according to its sector, location and operational requirements.

Practical recommendation: attendees can make better use of the day by defining their objective in advance — investing in a franchise or developing their own — and preparing questions about investment, support, brand protection and operations before joining the business negotiation sessions.