99 Cheesecake considers franchising in smaller cities in 2027

99 Cheesecake is developing a franchise model for smaller cities and is considering opening up this expansion route in 2027. The chain, known for its €0.99 cheesecakes and led by Roger Bettosini, remains committed to company-owned stores. For now, its move towards franchising is a possibility being explored, not the announcement of a network already under way.

An option to complement company-owned growth

Bettosini, 24, outlined the brand’s next steps in an interview published by El Periódico on 26 October. The company has 16 outlets across eight cities and expects to reach 17 by the end of the year. Its next announced opening is in Barcelona’s Sants district and will be its seventh store in the city.

That growth has taken place over two years. The company is now examining how to introduce franchising without abandoning the approach it has used to develop its network so far. ‘We will continue to focus on company-owned growth,’ Bettosini stressed, explaining that they want to keep franchising open as a possible expansion route for 2027.

The distinction matters: there has been no announcement that franchised outlets will replace company-owned stores. Bettosini is proposing an additional option aimed specifically at smaller cities. Nor is he presenting 2027 as a confirmed opening date for the first franchise, but rather as a potential timeframe.

Pamplona prompts a rethink

The founder cited the closure of the Pamplona store as a factor prompting a review of the company’s growth options. He said it was the only outlet the chain had closed during its first two years. ‘We were losing money every month,’ he acknowledged.

Bettosini linked that experience to the work under way to develop a franchise model for smaller cities. The announcement therefore goes beyond a general interest in franchising: it identifies a type of market for which the company is preparing a possible alternative approach to expansion.

However, closing a store and developing a franchise model are separate matters. His comments do not imply that bringing in a franchisee would guarantee a location’s viability. For anyone considering a future offer from the brand, the practical question will be how the business operates in each city and what conditions underpin its performance.

From €0.99 cheesecakes to a possible new phase

99 Cheesecake has become known for its €0.99 cheesecakes and viral popularity which, according to the published report, drew queues of a thousand people. That visibility supports a network expected to end the year with 17 outlets in Spain.

The founder also said that other companies had copied the concept and that at least one had franchised it. This observation reflects his view of the competition, but does not mean that 99 Cheesecake has already begun awarding franchises. The brand is working on its own model and continues to prioritise company-owned growth.

For the franchise sector, the significance lies in this preparation process: a brand with outlets in several cities is exploring how to offer its concept to future independent operators.

What prospective franchisees should bear in mind

For now, the comments place the project at the design stage. They provide no details on investment, franchise fees, premises requirements or entry terms. It is therefore not yet possible to assess the financial proposition or compare its obligations with those of other brands.

The practical takeaway is to follow the project’s progress without confusing intention with launch. Before committing funds, prospective franchisees will need to examine the franchise documentation, the support on offer and the viability of their chosen location.