Franchise marketing differs from sector to sector. A supermarket runs on opening hours and proximity, a restaurant on photos and reviews, a physiotherapy practice on specialisms and privacy. Below you will find our approach per sector group and per sector, based on the NFV Franchise statistics and our hands-on experience with chains.
How do the franchise sectors in the Netherlands differ?
The NFV divides the franchise industry into six sector groups. We have worked these out further into 83 sectors, using the same classification as Franchiseseo.nl. In our classification, healthcare also covers sport, personal care and wellbeing.
| Sector | Franchise brands | Locations | People employed | Revenue |
|---|---|---|---|---|
| Food retail | 114 | 7,536 | 164,300 | €21.9bn |
| Non-food retail | 180 | 7,713 | 77,000 | €13.5bn |
| Hospitality | 157 | 4,228 | 113,200 | €5.2bn |
| Service businesses | 375 | 9,721 | 37,400 | €4.7bn |
| Healthcare | 38 | 2,201 | 25,700 | €2.8bn |
| Other | 72 | 3,538 | 21,200 | €2.4bn |
| Total | 936 | 34,937 | 438,800 | €50.5bn |
Go to the approach per sector group
- marketing for supermarket and food brands
- marketing for non-food retail brands
- marketing for hospitality franchise brands
- marketing for service franchise brands
- marketing for healthcare chains
- franchise marketing for niche franchise brands
Is your sector missing? The approach to local visibility applies to every franchise brand with locations. See our overview of franchise marketing services.
Frequently asked questions about sectors
Do you also work for franchise brands outside these sectors?
Yes. The principles of local visibility, reviews and location pages apply to every franchise brand with physical locations.
Where do the figures per sector come from?
From the Franchise statistics of the Dutch Franchise Association (NFV), reference year 2025.
Why are hair salons and gyms listed under healthcare?
We follow the Franchiseseo.nl classification, in which healthcare also covers sport, personal care and wellbeing. We use the NFV figures per sector as a guide.
In how many sectors has Franchise-Marketing.nl worked out its own approach?
In 83 sectors, spread across the six NFV sectors, using the same classification as Franchiseseo.nl. For each one we describe customer search behaviour, bottlenecks, rules and extra KPIs. Our care sector also includes sport, personal care and wellbeing. If your sector is missing, the approach to local visibility applies to any brand with locations.
Which franchise sector has the most locations in the Netherlands?
Services, with 375 brands and 9,721 locations according to the NFV (reference year 2025). Non-food retail follows with 7,713 and food retail with 7,536 locations. Revenue is highest in food, at €21.9 billion, against €4.7 billion in services. In total the Netherlands has 936 franchise brands with 34,937 locations.
Why does franchise marketing differ per sector?
Because every sector has its own customer journey. A supermarket depends on opening hours and proximity, a restaurant on photos and reviews, a physiotherapy practice on specialisations and privacy. That is why we work out per sector which searches customers use, what a location needs in order to be chosen and which rules apply to marketing in that sector.
How many people work in the Dutch franchise sector?
According to the NFV franchise statistics (reference year 2025), 438,800 people work at 936 brands with a combined 34,937 locations. Most people are employed in food retail (164,300), followed by hospitality (113,200) and non-food retail (77,000). Total revenue in the sector amounts to €50.5 billion excluding VAT.
Which sector do hotels and childcare fall under in the sector overview?
Under services, the largest sector with 375 brands and 9,721 locations. It also includes estate agents, mortgage advice, employment agencies, cleaning companies, travel agencies and funeral directors. In the overview, every sector has its own page with search behaviour, bottlenecks, rules and KPIs. Car rental and garden centres fall under non-food retail in our classification.
Which sectors fall under hospitality and food retail?
In our classification, hospitality includes pizzerias, restaurants, snack bars, delivery restaurants, lunchrooms, bakeries, dark kitchens and food wholesale. Food retail covers supermarkets, liquor stores and convenience stores. According to the NFV, hospitality has 157 brands with 4,228 locations and food retail 114 brands with 7,536 locations. Each has its own approach ready.
How do I choose the right sector page for my franchise brand?
First choose your brand's NFV sector, then the sector page that best matches what customers come to your locations for. If your brand falls outside the five main sectors, look under other brands, which include automotive, real estate and education. If in doubt, the free scan of three locations shows which approach suits your brand.