Franchising: a rapidly expanding market worth over 1 trillion FCFA in Senegal

Franchising continues its growth in Senegal and is gradually establishing itself as a driver of job creation, business structuring, and skills transfer. On the occasion of International Franchise Day, June 10th, the Senegalese Franchise Association (ASF) presented an overview of the sector, highlighted initiatives already underway, and launched a call for collective action to support its development.

According to a press release from the French Franchise Association (ASF), franchising is based on a partnership between a franchisor, owner of a brand and know-how, and a franchisee who operates this concept under a recognized brand. This model allows entrepreneurs to benefit from support, proven methods, and established brand recognition, while maintaining their legal and financial autonomy.

According to data provided by the association, Senegal currently has nearly 420 franchisor brands and 1,540 franchised brands. The market is driven both by well-established international networks and by the emergence of Senegalese brands that are gradually gaining ground.

The sector's overall turnover is estimated at between 1,150 and 1,380 billion FCFA. While Dakar remains the main center of activity, cities like Thiès, Mbour, Saint-Louis and Ziguinchor are also experiencing a rise in franchise activity, particularly in fast food, distribution and services.

The ASF highlights several initiatives aimed at further structuring the sector. The organization has notably established partnerships with various public and private institutions, launched a support program for SMEs wishing to develop through franchising, and strengthened its cooperation with African and international federations.

The association also continues its advocacy for an evolution of the OHADA legal framework in order to improve the protection of actors in the sector and to strengthen the transparency of contractual relations.

In this context, it announces the holding of the second edition of Franchise Expo Dakar from November 17 to 19, 2026 at the Dakar International Conference Center (CICES). More than 150 exhibitors and 5,000 visitors are expected at this event, which aims to position Senegal as a leading franchise hub in sub-Saharan Africa.

Arguing that franchising can help reduce SME mortality, attract more investment and promote the creation of sustainable jobs, the association invites public authorities, financial institutions, investors and entrepreneurs to join forces around a genuine national pact for the development of franchising.

“Franchising is much more than a contract. It is a tool for inclusive development and a lever enabling African companies to reach international standards,” argues the president of the Senegalese Franchise Association, Georges Sibouké Diémé.