Franchising Supports Hispanic Entrepreneurs in Creating Lasting Business Success
National Hispanic Heritage Month, observed from Sept. 15 through Oct. 15, is a time to celebrate the culture, history and the countless contributions of Hispanic and Latino communities in the United States. It’s also an opportunity to recognize the growing impact Hispanics have as leaders, innovators and entrepreneurs, especially in franchising.
Today, there are an estimated 68 million Hispanic people in the United States, making up 20% of the population. As consumers, their buying power is expected to exceed $2.76 trillion by 2026. The Latino consumer market generated $3.2 trillion in GDP in 2021, a figure so large it would rank as the fifth-largest economy in the world if measured independently.
Entrepreneurship is at the heart of this economic power. According to the U.S. Small Business Administration, Hispanics own more than 4.7 million businesses nationwide, generating over $800 billion in annual revenue. Increasingly, many of these businesses are franchises.
The International Franchise Association (IFA) projects franchise output will reach $936.4 billion in 2025. Hispanic entrepreneurs are a vital part of that growth, building businesses as franchisors, franchisees, consultants and suppliers across nearly every industry sector. Their success not only strengthens local communities but also adds to the economic vibrancy of the entire country.
Below, we ask Hispanic franchise leaders what franchising means to their communities and how celebrating Hispanic Heritage Month allows them to honor their journeys and inspire the next generation.
Franchise Leaders Celebrate National Hispanic Heritage Month
Jessica Melendez, WestStar Franchise Group
I see National Hispanic Heritage Month as a celebration of identity, resilience, and contribution.
What does National Hispanic Heritage Month mean to you?
I see National Hispanic Heritage Month as a celebration of identity, resilience and contributions. It’s also a time to honor the rich, deep-rooted cultural traditions, histories and achievements of people whose roots trace back to different areas of Latin America. On a more personal level, it’s about connection. It gives us the opportunity to share family stories, preserve the language, cook the foods that carry stories and memories (like the way mom, to this day, makes homemade tortillas from scratch. That is just what she and my grandma have always done), and pass those traditions on to our children, the next generation. It’s both pride in heritage and an invitation for everyone to learn, listen and celebrate the diversity of the Hispanic and Latino experience.
What should Hispanic entrepreneurs know about franchising before investing in a business or becoming a consultant?
It’s important to understand these key points in searching for a franchise or becoming a consultant: the franchise model, financial readiness, legal and contractual awareness, due diligence and personal alignment and resources. For Hispanic entrepreneurs, being bilingual and bicultural provides cultural and community advantages in connecting with a diverse customer base. Franchises that offer bilingual service have a key differentiator.
Community networks that focus on the Hispanic population include Hispanic chambers of commerce, local business associations and cultural organizations. This can be a powerful referral source while offering great support channels. This is also true for national organizations such as the U.S. Hispanic Chamber of Commerce, the Latino Business Action Network and SCORE’s Hispanic entrepreneur mentoring programs.
There are also supportive resources for Hispanic entrepreneurs. You can find local programs through the city or state economic development agencies. Many of these programs have incentives for minority business owners.
How does franchising benefit Hispanics, and what can be done to foster entrepreneurship in the community?
Franchising offers a structured route for Hispanic entrepreneurs to own and grow businesses with reduced start-up risk. Joining a franchise offers a playbook to a proven model, which makes accessing capital easier. Franchising also offers education, training and mentorship. It also celebrates success stories within the system to serve as great examples. I strongly feel that if we teach our children and community to work hard, stay disciplined and continuously learn, especially in economics and strategy, we can create a thriving pipeline of Hispanic franchise owners and business leaders.
Raul Rodriguez, Movita Juice Bar
Franchising creates a bridge for many aspiring Hispanic entrepreneurs by lowering barriers to entry and offering the structure needed to succeed in business.
What does National Hispanic Heritage Month mean to you?
National Hispanic Heritage Month is a meaningful time to pause, reflect and honor the rich roots that shape our culture and identity. By celebrating our heritage, we not only reinforce who we are but also recognize the strength and resilience that have carried our community forward. It’s a reminder of the contributions that Hispanics have made to this nation while highlighting the diversity that enriches it. Personally, it gives me a deeper appreciation for the opportunities and blessings available in this country, and it inspires me to keep building on that legacy. This celebration is both a look back at our past and a renewed commitment to shaping a brighter future.
What should Hispanic entrepreneurs know about franchising before investing in a business or becoming a consultant?
Franchising can be an effective pathway to business ownership, but it’s important to understand both the opportunities and responsibilities it brings. Unlike starting a business entirely from scratch, franchising offers a tested system, established brand recognition and ongoing support that reduces many of the risks new entrepreneurs face. At the same time, success still requires commitment, discipline and trust in the franchise model. Entrepreneurs should carefully research the franchise they are joining, ensure its values align with their own and be prepared to follow proven systems while bringing their own drive and passion. In doing so, they position themselves for long-term stability and growth.
How does franchising benefit Hispanics, and what can be done to foster entrepreneurship in the community?
Franchising creates a bridge for many aspiring Hispanic entrepreneurs by lowering barriers to entry and offering the structure needed to succeed in business ownership. It provides access to training, operational support and a network that might otherwise take years to build independently. However, one of the greatest needs in our community is increased awareness and education about how franchising works, since it is less common and less structured in many Latin American countries. By sharing information, resources and mentorship opportunities, we can empower more Latinos to see franchising as a viable and rewarding option. The combination of education and opportunity can unlock a new wave of Hispanic-owned businesses that strengthen both the community and the broader economy.
Monica Feid, Thunderly Marketing
People are better-informed when they can see someone like themselves doing and achieving great things.
What does National Hispanic Heritage Month mean to you?
It means honoring those who came before me and showed me what’s possible in the world. My late father grew up on the poor side of town and was the first in his family to graduate from college. Nobody talked to him about higher education until his high school counselor convinced him he could do it. He became an architect who designed buildings across the country, forever changing the trajectory for those of us who followed. My mother was the consummate caretaker. As a kid, I assumed every family was raised on home-cooked meals every night. That’s all I ever knew. It wasn’t until they became empty-nesters and she worked her way up the corporate ladder to serve the president and CEO of Xerox that I began to understand her sacrifices as well as her dreams.
Today, I am a college graduate, business owner, wife and mother because of the lessons they set for me in almost 60 years of marriage. Thanks to “mi familia,” I grew up with a world of opportunities versus hard-to-reach dreams.
What should Hispanic entrepreneurs know about franchising before investing in a business or becoming a consultant?
They should know that it is not an automatic guarantee for success. Simply investing in a franchise opportunity, albeit ones with household names and successful franchisees, does not mean it won’t take a lot of work, serious up-front capital investments and a willingness to trust and follow a proven system. Hanging a shingle and expecting the money to pour in is a surefire way to disappointment. Any franchise prospect needs to do his or her due diligence. Talk to existing franchisees. Talk to those who did not renew agreements or left the system. Study the Franchise Disclosure Document. Ask to shadow a franchisee for a day-in-the-life look at the business. Consider the timeframe for a return on the investment. Understand the how and why of royalty payments. And examine the amount of support offered from the franchisor with new-business training, marketing materials, proprietary buying power with preferred vendors and more.
How does franchising benefit Hispanics, and what can be done to foster entrepreneurship in the community?
Similar to my own upbringing, we must show what’s possible in the world. People are better-informed when they can see someone like themselves doing and achieving great things. That includes Hispanics who are living the dream — and the franchise community is ripe with mentorship opportunities.
In all my years of supporting franchisors to grow their franchise networks, I’ve had a front-row seat to the American dream through the successful franchisees I’ve been blessed to meet. They come from every walk of life imaginable. The franchise business model does not discriminate based on race or ethnicity. In fact, it is a great equalizer for those who meet the financial qualifications and wish to control their own destiny. Their success stories are what fuel my passion for what we do at Thunderly Marketing every single day. We are true storytellers for great brands that grow visibility and interest from others who want that same life for themselves.
Emiliano Jöcker, iFranchise Group
Franchising is a great pathway to business ownership with reduced risk to leverage proven business models and create brand recognition.
What does National Hispanic Heritage Month mean to you?
It is a great way to recognize the histories, cultures and contributions of Hispanic and Latino Americans to this beautiful country, which for many of us became our new home.
What should Hispanic entrepreneurs know about franchising before investing in a business or becoming a consultant?
They should understand that franchising involves a commitment to following a proven system, not just owning a business. Before such commitment, it is highly recommended to do a deep exploration of what the business model requires to be successful, due diligence on the franchisor and franchisees, understanding franchise agreements and fees, assessing market viability, ensuring alignment with personal and community values, and conducting legal and financial planning.
How does franchising benefit Hispanics, and what can be done to foster entrepreneurship in the community?
Franchising is a great pathway to business ownership that reduces risk to leverage proven business models and create brand recognition, with great tools like support and training, creating jobs and empowering communities through shared culture.
Laura Darrell, Laura Darrell Leadership
Franchising lowers some of the barriers to entry by providing a proven model and a built-in support network, which can be especially valuable for first-time owners.
What does National Hispanic Heritage Month mean to you?
Living in Mexico City and on my way to Mexican citizenship, I see firsthand the richness, resilience and creativity that Hispanic culture brings to everyday life. National Hispanic Heritage Month is a chance to celebrate those contributions, but also to highlight the responsibility we have as leaders to open doors for the next generation of Hispanic entrepreneurs.
What should Hispanic entrepreneurs know about franchising before investing in a business or becoming a consultant?
Franchising can be a powerful path to ownership and generational wealth, but it’s not passive — you need discipline, resilience and leadership. From my years in the franchise sector, I’ve seen that success comes when you align with a brand whose values reflect your own and when you fully commit to the work of building teams and serving communities. Do your due diligence, lean into the support systems and be ready for the realities of running a business day to day.
How does franchising benefit Hispanics, and what can be done to foster entrepreneurship in the community?
Franchising lowers some of the barriers to entry by providing a proven model and a built-in support network, which can be especially valuable for first-time owners. To foster entrepreneurship in the Hispanic community, we need more mentorship, easier access to capital and more visible role models. Living in Mexico City, I see how belief grows when people see someone who looks like them succeed — it sparks the confidence to take that leap themselves.
