Franchising Becomes a Strong Driver of Growth in Serbia – 250 Franchise Brands and 30,000 Employees

Franchising is one of the most stable models for entrepreneurial growth and development, as well as a business potential that remains insufficiently utilized in Serbia it was highlighted at the International Franchising Conference “From Idea to Market – Together Towards New Opportunities”, held today at the Chamber of Commerce and Industry of Serbia.

The conference, jointly organized by the Chamber of Commerce and Industry of Serbia (CCIS) and the Serbian Franchise Association, brought together representatives of national franchise organizations, successful franchise systems, and business development experts from the United Kingdom, Croatia, Slovenia, Hungary, Canada, Belgium, and other countries.

Mihailo Vesović, Deputy President of CCIS, stated that Serbia has 250 registered franchise brands, 4,500 business entities, and around 30,000 employees. However, domestic brands account for only 35 percent of the market, significantly lower compared to the European average.

He emphasized that franchising globally accounts for 6.3 percent of the world’s GDP, with a new franchise opening every seven minutes, and around three million franchise units registered worldwide.
“This concept can greatly contribute to the development of entrepreneurship. It is crucial for franchise owners to collaborate and use conferences like this as an opportunity for networking and knowledge exchange,” Vesović said.

He also noted that Serbia has become part of the European family of franchise associations, which opens the door for domestic companies to European standards and business practices.

Simon Bartholomew, Secretary General of the World Franchise Council and representative of the British Franchise Association, highlighted that cooperation between franchisors and franchisees is at the core of the most successful business models. According to him, the most developed franchise markets are the United States ($897 billion), the United Kingdom (£19 billion), and Canada ($20 billion), while New Zealand and Australia are among the most advanced markets in this sector.

Tatjana Petković, President of the Board of Directors of the Serbian Franchise Association, emphasized that the association’s goal is to build a stable and recognizable franchise system in Serbia that will create new jobs and strengthen the economy. She reminded that the association became a member of the European Franchise Federation this year, providing an additional boost to the development of the domestic market.

At the conference, case studies of leading brands were presented during expert panels, while discussions covered regulation, financing, and support mechanisms for this business model.
A special exhibition area was dedicated to showcasing franchise concepts and connecting with potential partners.