Raising franchise standards in Portugal

Franchising gained visibility in Portugal during the 1980s and consolidated in the 1990s, as Portuguese brands increasingly competed alongside international names. Portugal’s entry into the European Community helped the model gain prominence. Important milestones included the founding of the Associação Portuguesa de Franchising (APF) in August 1987 and the first franchising fair at Fórum Picoas in 1988. These developments helped establish a community around a business model that was attracting growing interest.

Today, Portugal’s franchise community spans activities including health and wellbeing, restaurants, property, food distribution and home renovation. Figures reported in 2025 put the market at 542 active brands and more than 50,000 units, illustrating its broad presence in everyday commerce. The APF promotes franchising as a route to business development and shares market information, while events such as Expofranchise in Lisbon provide a focal point for the community.