The future of franchising in South Africa took a decisive step forward at the Franchise Association of South Africa (FASA) National Conference & Expo 2026, where leaders across government, finance, and business united behind a shared mission: unlocking franchising’s power to drive job creation and economic growth. Hosted at the Birchwood Hotel & OR Tambo Conference Centre in the City of Ekurhuleni on 19 February, the conference, held under the theme “Building the South African Economy Through Franchising,” brought together franchisors, entrepreneurs, SMMEs, policymakers, and aspiring business owners. The gathering served as a platform to explore how franchising can expand inclusive participation and build sustainable enterprises across communities.
A consistent message echoed throughout the conference: collaboration is essential to strengthen the franchising ecosystem.
FASA CEO Freddy Makgatho emphasised that franchising remains one of the most effective business models for sustainable growth, particularly when stakeholders work together intentionally.
“Our goal is to ensure that more entrepreneurs, including youth, women and township businesses, can access and succeed in the sector,” he said, highlighting FASA’s commitment to working alongside government, financial institutions, and skills bodies.
Delivering the keynote address, Executive Mayor Alderman Nkosindiphile Xhakaza reaffirmed the municipality’s commitment to economic development through partnership. “The City of Ekurhuleni recognises that sustainable growth requires strong partnerships between the public and private sectors,” he said. “We are committed to creating an environment where businesses flourish through streamlined regulatory processes and infrastructure support.” This commitment signals a growing alignment between public institutions and private enterprise to build thriving local economies.
Central to the conference was the focus on inclusive growth. Dedicated panel discussions explored ways to empower under-represented entrepreneurs, particularly youth, women, and township-based businesses. Industry leaders emphasised the importance of mentorship, access to funding, and skills development as critical pillars for enabling new entrants to succeed. The discussions also highlighted franchising as a practical pathway for township entrepreneurs to enter formal business sectors, scale their operations, and create employment within their communities. Alongside the conference, the Franchise Expo showcased a diverse range of franchise brands and support services. Prospective franchisees engaged directly with investors and franchisors, gaining valuable insights into business models, operational support, and entry requirements.
The conference also looked ahead, exploring how innovation and technology are reshaping franchising. Business leaders shared franchise success stories, demonstrating how strong systems, brand consistency, and customer experience can fuel sustainable expansion. Digital transformation and artificial intelligence emerged as key themes, with experts highlighting how technology can improve operational efficiency, customer engagement, and decision-making. Economic insights provided delegates with a clearer understanding of market conditions, enabling franchise operators and entrepreneurs to align their growth strategies with broader economic trends.
Customer experience was also highlighted as a defining factor in franchise success, with speakers noting that small service moments play a powerful role in building trust, loyalty, and long-term brand value. The conference underscored the importance of ecosystem support, bringing together stakeholders from financial institutions, SETAs, and business development organisations to outline funding pathways, training opportunities, and sector support initiatives. Sponsors including the City of Ekurhuleni, Absa, Nedbank, SEDFA, and sector education bodies reinforced the conference’s central message: meaningful economic transformation requires coordinated action across sectors.
Reflecting on the event, Makgatho said the strong engagement demonstrated growing confidence in franchising as a catalyst for economic change. “The appetite for franchising in South Africa is stronger than ever,” he said. “The energy and commitment shown confirm that we are on the right path toward meaningful economic transformation.”
The FASA National Conference & Expo 2026 concluded with a renewed sense of purpose and momentum. As South Africa continues to confront unemployment and economic inequality, franchising is emerging as a powerful tool to expand entrepreneurship, create jobs, and strengthen local economies. With collaboration at its core, the franchising sector is positioning itself not only as a business model but as a pathway to inclusive economic participation and sustainable growth for communities across the country.
