Pontificia Universidad Javeriana and MarketFranquicias launched the first Franchise Campus in Bogotá during Alimentec | Anuga Select Colombia. The initiative addresses the lack of training in the franchising sector, which endangers initial investments. Ricardo Barrios, CEO of MarketFranquicias, highlighted the model's challenges.
Pontificia Universidad Javeriana and MarketFranquicias unveiled the first Franchise Campus amid Alimentec | Anuga Select Colombia, the only Spanish-speaking platform in the global Anuga network. This training space combines practical experience and academic rigor in legal, financial, operational, commercial, and strategic areas.
Ricardo Barrios, CEO of MarketFranquicias, stressed the need for technical preparation in the sector. “Many investors are buying promises, not structured models. Failing to validate brand support, real profitability, or operational capacity can cost 30% to 100% of the initial investment,” he stated.
Barrios noted that while nearly 90% of brands want to expand, fewer than 20% have the necessary conditions. He pointed to common failures such as lack of documented processes, unrealistic financial models, and insufficient franchisee support. The Campus is part of Alimentec's Franchise Pavilion, positioning Bogotá as a regional innovation hub.
The launch addresses the growth of the franchised business model in Colombia, with a long-term vision to boost formal employment and investment over the next five years.
