Tunisian brands favored over international ones
Tunisians are increasingly showing trust in local brands at the expense of international ones, according to the ninth edition of the 2025 Franchise Barometer, released on Monday by WeFranchiz, a platform connecting franchisors and franchisees in Tunisia.
The barometer reveals that awareness of franchising in Tunisia has increased by 300% over the past nine years. Knowledge of the franchise concept has tripled during this period, with an average annual growth rate of 15% between 2016 and 2025.
Tunisian entrepreneurs and investors no longer view foreign franchises as an absolute guarantee of success. Less than 1% cite them as a competitive obstacle. Instead, more and more are valuing local brands, which possess expertise tailored to the specificities of the Tunisian market.
The 2025 Barometer shows that this trend is growing stronger each year. Nearly 8 out of 10 investors now recognize the potential of local brands to expand both domestically and internationally.
According to WeFranchiz, this trend is driven by several factors. Local brands are better adapted to the Tunisian market, as they understand consumer expectations and offer products/services aligned with local consumption habits. Additionally, they have more accessible entry costs and a supply chain that is easier to manage locally.
Brand image and network effect
Tunisian franchisees highlight three main advantages of franchising. Brand image and marketing (37%) remain the most sought-after benefits, ensuring immediate recognition and an established customer base.
They also value the transfer of a proven operational model, which reduces risks and optimizes profitability through the network effect and franchisor support. Finally, innovation and commercial dynamism have seen significant growth, rising from 10.9% in 2023 to 18.7% in 2025, reflecting franchisees' growing interest in innovative concepts and strategic support.
Sectors such as clothing & footwear, pastry, and ice cream are experiencing rapid growth, alongside emerging fields like real estate agencies, auto repair networks, and service companies.
The need for information and transparency in franchise conditions is evident, with 85% of prospective franchisees struggling to estimate the required investment. Moreover, the growing need for financial support is cited as one of the reasons for the sector's slowdown.
WeFranchiz defines franchising as a powerful socio-economic lever, fostering business creation and entrepreneurial growth in Tunisia, particularly in regional areas. By offering established brands, a structured framework, and support to project holders, it reduces the risks associated with launching a business.
As a true catalyst for opportunities, it enables entrepreneurs to access proven expertise and effective tools while contributing to the revitalization of the local economy. In this sense, franchising plays a key role in democratizing entrepreneurial culture, making private initiative more accessible and encouraging the emergence of new market players.
Micro-franchises (commonly referred to as small projects) are emerging as an accessible and flexible solution for entrepreneurs with limited resources. This format further democratizes access to franchising and encourages the development of dynamic small-scale structures adapted to local economic realities.
WeFranchiz is the first platform connecting franchisors and franchisees in Tunisia and Francophone Africa, with over 100 brands listed. It also supports Tunisian and international brands in their expansion into Libya, Mauritania, Senegal, and other emerging markets.
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