These Hispanic Leaders Inspire and Educate Through Franchising
Every year, Americans observe Hispanic Heritage Month from Sept. 15 to Oct. 15. The origin of this national holiday – which celebrates the history, culture and contributions of Americans of Spanish, Mexican, Caribbean, and Central and South American ancestry – goes back to 1968 when President Lyndon Johnson established Hispanic Heritage Week. President Ronald Reagan expanded the holiday in 1988 to cover a 30-day period.
Why Does Hispanic Heritage Month Start on Sept. 15?
But why does Hispanic Heritage Month start on Sept. 15? Sept. 15 is significant because it commemorates the independence of Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. Mexico and Chile celebrate their independence days on Sept. 16 and Sept. 18, respectively.
Freedom historically has been a motivating factor for all immigrants coming to the U.S. Franchising offers a path toward financial freedom, enabling entrepreneurs to accumulate generational wealth and take control of their lives using a proven system. Franchise growth increased by 2.2% in 2023, with a forecast of 1.9% growth in 2024, according to the International Franchise Association’s Franchising Economic Outlook report. But, although the 65.2 million Hispanics in the U.S. today comprise 20% of the U.S. population, they make up just 1% of franchise owners, according to the Latino Franchise Association. To increase Hispanic and Latino franchise ownership, the International Franchise Association established the Hispanic Latino Franchise Leadership Council to bring the perspectives of this underrepresented community to franchisors and franchisees.
According to the Joint Economic Committee’s Hispanic Entrepreneurship and Business Brief:
- Hispanic-owned small businesses represent the fastest-growing segment of all U.S. small businesses.
- Almost 5 million Hispanic-owned businesses contribute more than $800 billion to the U.S. economy.
- A quarter of new businesses are Hispanic-owned.
Supporting Latino Franchise Ownership
Despite the importance of Hispanic Heritage Month, a significant gap remains in franchise ownership. While millions of Hispanics contribute to the U.S. economy, they hold a very small share of franchise businesses. This imbalance signals a missed opportunity for the industry to connect with a vibrant and growing entrepreneurial community. Here, business leaders share their thoughts on bridging this gap and advancing Latino franchise ownership.
Rafael Alvarez, CEO and Founder, Latino Franchise Association
The franchise community is increasingly recognizing the value of diversity, opening doors for Hispanic entrepreneurs to succeed and thrive.
What does Hispanic Heritage Month mean to you, and how does your organization celebrate it?
Hispanic Heritage Month is a time to honor and celebrate the rich tapestry of Latino cultures, histories and contributions to society. As a proud Latino and CEO of the Latino Franchise Association (LFA), it’s a moment to reflect on our heritage and the incredible achievements of Hispanic entrepreneurs. We celebrate by hosting events that spotlight successful Latino franchise owners, offering workshops and collaborating with community organizations to promote cultural awareness and education.
What advice would you give to franchise organizations looking to commemorate Hispanic Heritage Month?
Franchise organizations should actively engage with the Latino community by fostering partnerships and supporting local events. They can promote inclusivity within their workforce by showcasing diverse leadership and highlighting Latino success stories. Offering mentorship programs and scholarships for aspiring Latino franchisees can also make a meaningful impact. Ultimately, it’s about authentic engagement and celebrating the vibrant contributions of Latinos to the franchise industry.
Why should Hispanic entrepreneurs consider franchising?
Franchising provides Hispanic entrepreneurs with a proven business model, reducing the risk associated with starting a new business from scratch. It offers access to established brands, comprehensive training and ongoing support. Additionally, the franchise community is increasingly recognizing the value of diversity, opening doors for Hispanic entrepreneurs to succeed and thrive. By entering franchising, they can leverage these resources while contributing their unique cultural perspectives to the marketplace.
How does your organization foster Hispanic franchise ownership?
At the LFA, we focus on education, advocacy and support. We provide resources tailored to Hispanic entrepreneurs, including access to financing options, mentorship programs and networking opportunities. We also host training sessions that equip aspiring franchise owners with the skills needed to succeed. By creating a supportive environment and connecting individuals with established franchises, we aim to empower the next generation of Hispanic franchise owners.
Jorge Campos, Vice President, Movita Juice Bar
Hispanic Heritage Month is an important opportunity to reflect on the stories of our ancestors, the struggles they’ve overcome and the achievements of those who continue to make an impact today.
What does Hispanic Heritage Month mean to you, and how does your business celebrate it?
Hispanic Heritage Month is an important opportunity to reflect on the stories of our ancestors, the struggles they’ve overcome and the achievements of those who continue to make an impact today. As an immigrant from Mexico, I understand firsthand the struggles and challenges of adapting to a new country. However, I also recognize the many opportunities available to me, thanks to the efforts of other Hispanics who came before me and helped pave the way.
What advice would you give to franchise organizations looking to commemorate Hispanic Heritage Month?
The best way to celebrate the month is to be involved in Hispanic communities and support them. Since Hispanics occupy the No. 2 spot in the obesity category in the U.S., Movita Juice Bar is a concept that offers a full array of healthy products to fight obesity and cardiovascular diseases.
Why should Hispanic entrepreneurs consider franchising?
Statistics show that franchising is a concept that has the most probabilities of success if you want to become a business owner. For example, 50% of small businesses succeed in the first two years versus 92% in franchising.
How does your organization foster Hispanic franchise ownership?
There are approximately 65 million Hispanics in the U.S., which represents 20% of the population, but less than 2% go into franchising. To fix that, we are involved in local Hispanic programs and TV shows like “Manana Latina” and organizations like the LFA and Chamber of Commerce.
Marina LaBaff, Founder and CEO, Monarch Boudoir
Franchising offers a unique and effective pathway for Hispanic entrepreneurs to scale their businesses with the support of a proven model.
What does Hispanic Heritage Month mean to you, and how does your business celebrate it?
Hispanic Heritage Month is a powerful tribute to the resilience, diversity and contributions of the Latino community. For me, it’s not just a celebration but a daily reflection of the values instilled in me by my family. My father, who came to the U.S. as an immigrant from Costa Rica when he was 8 years old, epitomized the spirit of hard work and pride in our heritage. I am my father’s dream and the American Dream. I am a proud American, but I am a proud Latina, as well. I embody my Hispanic roots within my businesses through my achievements and commitment. In my business, we honor this month by integrating our cultural values of familia, collaboration and encouragement into everything we do. We host events that bring our teams together, showcase Latino achievements and foster an environment where cultural pride is a driving force behind our collective success. Hispanic Heritage Month is a time to celebrate our identity, and we make sure this celebration permeates through our daily operations and interactions.
What advice would you give to franchise organizations looking to commemorate Hispanic Heritage Month?
To truly honor Hispanic Heritage Month, franchise organizations should focus on building genuine connections with the Latino community. Start by embracing diversity within your leadership teams and creating spaces where Latino voices are heard and valued. Engage with local Latino organizations, like the LFA, to understand the community’s needs and contributions. Celebrate this month by showcasing Latino talent and stories within your organization. It’s about creating a culture of inclusion where Hispanic heritage is not just recognized but actively celebrated. Empower your employees by offering mentorship programs, and collaborate with Latino-owned businesses to support and uplift each other. By doing so, you build a community of mutual respect and shared success.
Why should Hispanic entrepreneurs consider franchising?
Franchising offers a unique and effective pathway for Hispanic entrepreneurs to scale their businesses with the support of a proven model. It’s an exceptional vehicle for growth because it combines the strength of an established brand with the entrepreneurial spirit. Franchising provides a framework for success, access to a network of resources and the backing of a larger organization – all crucial elements for thriving in today’s competitive market. For many, it’s the opportunity to leverage a successful business model while maintaining autonomy and pursuing personal dreams. Hispanic entrepreneurs, with their inherent drive and creativity, can harness this model to achieve remarkable success and create lasting impact. It is in our blood to work hard and win. Franchising is a vehicle that makes wealth creation easier to gain for this community.
How does your organization foster Hispanic franchise ownership?
As chairwoman of the Latinas in Franchising Council of the LFA, I am deeply committed to nurturing Hispanic franchise ownership especially as it relates to the passion that our Hispanic women in franchising have. I actively seek opportunities to connect with aspiring and existing Latino franchisees, offering support, guidance and resources to help them succeed. My role involves mentoring, sharing insights and fostering collaborations that empower Latino entrepreneurs. I also prioritize creating platforms where Hispanic franchise owners can network, learn and grow together. By engaging with and supporting this vibrant community, I contribute to a thriving ecosystem where Hispanic franchisees can flourish. Every interaction is a chance to inspire and be inspired, reinforcing the strength and potential of our global Latino business network.
Christian Lopez, President, Butaque Restaurants
By embracing the spirit of Hispanic Heritage Month, franchise organizations can build stronger connections with the community, foster diversity and celebrate the achievements of Hispanic individuals and businesses.
What does Hispanic Heritage Month mean to you, and how does your business celebrate it?
To me, it represents a celebration of diversity, history and the enduring influence of Hispanic traditions in every aspect of American life. From art and music to cuisine and entrepreneurship, Hispanic Heritage Month is a reminder of the resilience, creativity and passion that Hispanic cultures bring to the world. In my business, we celebrate Hispanic Heritage Month and every day by fostering inclusion and highlighting the work and stories of Hispanic individuals and businesses. We showcase Hispanic-owned products and collaborate with local Hispanic vendors. By doing this, we aim to build connections and show appreciation for the diverse cultures that enrich our work and society.
What advice would you give to franchise organizations looking to commemorate Hispanic Heritage Month?
I encourage them to engage with the community, educate and celebrate internally, highlight Hispanic entrepreneurs, support local charitable causes and more. By embracing the spirit of Hispanic Heritage Month, franchise organizations can build stronger connections with the community, foster diversity and celebrate the achievements of Hispanic individuals and businesses in an authentic and meaningful way.
Why should Hispanic entrepreneurs consider franchising?
I think for several compelling reasons:
- Proven Business Model: Franchising offers the opportunity to leverage a well-established business model with a track record of success. For entrepreneurs who are looking to reduce the risks associated with starting a business from scratch, franchising provides a tested system with built-in processes for operations, marketing and growth.
- Support and Training: For Hispanic entrepreneurs, this support can help bridge gaps in experience and increase the likelihood of success, moreso when the franchisee is not from the area or state.
- Access to a Broader Network: Franchising opens doors to a vast network of other franchisees, vendors and customers. This community can provide mentorship, advice, and a sense of belonging within a larger system. Networking with other business owners, particularly within franchises that embrace diversity, can provide insights that help Hispanic entrepreneurs thrive.
- Brand Recognition and Trust: One of the biggest challenges for new entrepreneurs is building trust with customers. By joining a franchise, Hispanic entrepreneurs benefit from the established brand recognition and customer loyalty that come with a well-known business, helping them build a strong customer base more quickly.
- Opportunities for Growth: Once an entrepreneur becomes familiar with the franchise system, there are often opportunities to expand by owning multiple locations. For Hispanic entrepreneurs looking to scale their businesses, franchising can offer a clear path to growth with defined support structures in place.
- Franchise Diversity Initiatives: Many franchise organizations are increasingly focused on diversity and inclusion, offering incentives or resources specifically for minority business owners, including Hispanic entrepreneurs. These programs can provide financial assistance, mentorship and other tools that ease the path to ownership.
- Cultural Impact: As a Hispanic entrepreneur, owning a franchise can also be a way to bring culturally relevant businesses to your community or introduce Hispanic culture to a wider audience. Whether through food, retail or service-based franchises, entrepreneurs can create a space that resonates with their heritage while contributing to the broader economy.
How does your organization foster Hispanic franchise ownership?
Our business fosters Hispanic franchise ownership by actively creating opportunities for Hispanic entrepreneurs to thrive within our franchise network. We believe in building a diverse and inclusive business environment, and creating opportunities for Hispanic entrepreneurs to grow and succeed. We aim to empower Hispanic business owners to thrive within our franchise system and contribute to the growth and diversity of our brand like we did recently at the Expo Franchise South in Fort Lauderdale, and also being part of the LFA.
Ricardo Rivera, President and Senior Consultant, All Around Franchise & Business Consultants
Hispanic Heritage Month is a great vehicle to create awareness about the impact of the Hispanic-Latino community in the United States.
What does Hispanic Heritage Month mean to you, and how does your business celebrate it?
Hispanic Heritage Month is a great vehicle to create awareness about the impact of the HIspanic-Latino community in the United States. We celebrate it by promoting the stories of the over 50 Hispanic-Latino franchises that we work with.
What advice would you give to franchise organizations looking to commemorate Hispanic Heritage Month?
Franchise organizations should commemorate Hispanic Heritage Month by educating the Hispanic-Latino community about the great advantages of the franchise model.
Why should Hispanic entrepreneurs consider franchising?
Hispanic entrepreneurs should consider franchising because it is a proven business model that is 100-plus years old and can activate local economies.
How does your organization foster Hispanic franchise ownership?
We foster Hispanic franchise ownership by educating the Hispanic-Latino community about the business model, helping with site selection and business plan creation, and providing favorable funding alternatives and mentorship.
