When the most popular Argentine franchises are ready to export their business model, they don’t have to look much further than across the River Plate.
According to a report shared at the 2013 International Franchise Fair in Montevideo (FIFU), Uruguay is the number one foreign destination for Argentina-based franchises.
The number of Argentina-based franchises in Uruguay is up 35% over last year with the total number of franchise locations rising 46% from 132 last year to 190 today, an average of 2.8 Uruguay locations per brand, according to InfoNegocios.
BA-based franchise consultant Carlos Canudas says 53% of the franquicias argentinas in Uruguay are clothing franchises and 14% are fast food franchises. The other 33% are health and beauty franchises, paint stores, travel agencies, opticians, toy stores and learning centers. Today, over half of the Argentine franchises with international outlets have a physical presence in Uruguay.
In his FIFU presentation, Canudas explained how the most successful franchises in the world today are concept franchises delivering unforgettable experiences to customers and a sense of partnership and shared values to franchisees. As opposed to a simple product of service franchise, concept franchises deliver value-added solutions and aspire to be legendary brands.
Canudas says a truly successful concept franchise is a business created and designed to deliver satisfaction to customers and the broader community (stakeholders) ultimately giving the franchisee a personal realization much greater than mere economic gain. The full concept franchise presentation is available on Google Docs. (Presentation in Spanish)
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