Franchise 2025

This article is available for reading in Trade magazin 2025/4.

Szilárd Kelemen
chief commercial officer
Fornetti Group

In recent years the uncertainty of the economic environment has made regulated, stable business models more valuable in the eyes of many, according to Szilárd Kelemen, chief commercial officer of the Fornetti Group.

“One such example is franchising, the main advantages of which such as reliability and predictability are becoming more important”,

he adds.

The concept of Fornetti’s network building work remains the same: they rely primarily on their quality products and services. Fornetti’s quality assurance system is exceptionally strict and well-controlled. Compliance is guaranteed by regular, routine and ad hoc inspections by sales representatives and baking technology trainers.

Assisting partners

Márk Maczelka
head of communications
SPAR

“Franchising is still a dynamically developing business and there is a great demand on the retailer side to belong to a reliable retail chain. In 2024 we opened 9 Orlen-DESPAR stores and 25 new locations of independent SPAR franchise stores owned by Hungarian retailers, with existing or new partners”,

emphasises Márk Maczelka, head of communications at SPAR Magyarország.

István Dobi
founder and owner
Dél-100

“Belonging to a franchise network definitely helps businesses to operate more efficiently. Our current closed systems have nearly 200 units operating in two network concepts, mainly in Central and South East Hungary. The main focus remains on strengthening the penetration of the PlusMarket network”,

informs István Dobi, founder and owner of Dél-100 Kft.

Knowledge sharing

István Magyar
managing director
Café Frei

“Cafe Frei, both as a successful coffee brand and as the second largest coffee chain on the market, has kept expanding in recent years, and the growth of our network will continue in 2025”,

we learn from managing director István Magyar.

Half of their cafés are located in Budapest and its surrounding areas, and they already have kiosk-cafés in several hypermarkets.

Zoltán Matskási
marketing and business development director
Pek-Snack

“While the franchise model offers security for entrepreneurs, domestic retail trends create several difficulties for partners. As one of the leading companies in the Hungarian bakery industry, we are paying special attention to supporting our partners and expanding our network despite the challenging economic environment”,

underlines Zoltán Matskási, marketing and business development director of Pek-Snack.

With us or without us?

Bertalan Rácz
managing director
Vitamin Szalon

“Looking at the dynamics and trends of how franchising develops in Hungary, there are some key sectors (pharmacies, real estate companies, cafés) that are attracting more investment. Unfortunately in the current market environment, where everyone is fighting for survival, I don’t see much entrepreneurial willingness to open new units”,

says Bertalan Rácz, managing director of Vitamin Szalon Kft.

Fornetti always listens to partner feedback and the company has made product development a priority. They concentrate on health-consciousness, with products made from pur-pur flour, plus Fornetti has a number of pasta and vegan products too. Fornetti is working on the idea of a freshness-themed spin-off line at the moment.

Franchisors and franchisees

Awards gala

On 6 February 2025 the Hungarian Franchise Association held its traditional Awards Gala in the ballroom of Corinthia Budapest. This year 10 franchise networks and 7 franchisees received a professional recognition.

The awards gala is the most important event of the Hungarian franchise industry

The 2024 winners:

Franchise Network of the Year: Duna House;
Crisis-resistant Network: Expansion Reduction Analysis;
Domestic Network Successfully Expanding Abroad: Logiscool;
Marketing Award Winner: BENU Pharmacy;
Best Young Franchise Network: Mattesz Baby spa;
Innovative Network of the Year: Fornetti;
Internet Media and Web Award: Bubbles and New Pilates by AD;
Most Dynamically Developing Franchise Network: Dél-100 Kft (Plus Market and Goods Market);
Franchisee of the Year: Zita Jäger,partner of Immo1;
Multi-unit Franchisee of the Year: Edit Pereszlényi, partner of Herbária;
Multi-brand Franchisee of the Year: Albert Csegény, partner of Cafe Frei and Spar;
Successful Young Franchisee of the Year: Virág Tatárné Dányi, partner of Otthon Centrum;
Hall of Fame Award: Gyula Vidács, former president of the Association (Fornetti);

The best-looking units of franchisees:

Retail category: a pharmacy of Alma Pharmacies in Kecskemét (Dr Péter Virányi and Dr Kristóf Virányi);
Services category: Otthon Centrum’s office on Bicskei Street (Barbara Turák and Ferenc Szabó);
Hospitality category: The Box Donut franchise shop in Nyíregyháza (Dóra Szabó) //

Privát and Privát Max stores join CBA

From 1 January 2025 the CBA network has more than 500 new stores, including Privát and Privát Max shops. In order to unify our store network, we are going to discontinue the Partner and Cél networks, whose shops will carry on under the Privát banner. In the future we are going to operate under three main brands: Príma, CBA and Privát. “CBA is a key player in the Hungarian retail sector and our goal is to build the future by continuously evolving and focusing on customer needs”, CBA president Vilmos Lázár told Trade magazin. //

Industry trends