Franchising is one of the most popular ways to start a business in Thailand. Investors get a brand people already know, a tested menu or service, and training, while brands grow faster through local owners. If you are looking at the Thai market as an investor or as a brand, these are the numbers worth knowing.
The figures below come from the brands listed on the FRANZBIZ franchise board, as published by each brand (November 2026). Brands can change their packages, so always ask for the latest details.
Which categories lead the market
Food and drinks make up most of the franchise brands in Thailand. Of the 146 brands on FRANZBIZ, grouped by main category:
- Food: 48 brands, from noodles and rice dishes to fried chicken, Japanese food and hot pot
- Beverage, ice cream and dessert: 38 brands, led by bubble tea, coffee, smoothies and soy milk
- Services: 25 brands, such as training, fitness and business services
- Education and kids: 15 brands, including learning centers and kids' sports
- Beauty, spa and medical: 10 brands
- Bakery: 5 brands
- Retail: 5 brands
About a third of the brands (51) are international brands that have entered Thailand through a local partner. Browse them on international franchise brands.
How much it costs to open
For the 82 brands that publish a starting investment, the spread looks like this:
- Under THB 100,000: 17 brands, mostly kiosks and carts for drinks and snacks
- THB 100,000 to 300,000: 15 brands
- THB 300,000 to 1 million: 29 brands, the largest group, usually small shops
- THB 1 to 3 million: 19 brands, often full restaurants or learning centers
- Over THB 3 million: 2 brands
The middle starting investment is about THB 450,000. Low entry costs are a big reason franchising is so popular in Thailand: many formats are small kiosks in malls, markets and community malls that need only a few square meters.
What to check before you invest
- What the package includes: equipment, store fit-out, first stock, training and opening support. Two packages with the same price can include very different things.
- Ongoing fees: royalty and marketing fees, whether they are a percentage of sales or a fixed monthly amount, and any required purchases from the brand.
- Payback claims: ask how the brand calculated its payback period and visit stores that are already open. Rent and location change the result more than anything else.
- Location rules: territory protection, store size, and whether the brand helps you find a site.
- The contract: Thailand has no franchise-specific law, so your rights are set by the agreement. Have it reviewed before signing.
For brands looking at Thailand
These numbers also show where Thai investors are putting their money: affordable, compact formats in food and drinks, with clear fees and strong support. If your brand can offer that, there is room to grow. Read our guide on how to franchise your brand in Thailand, or see how FRANZBIZ lists your brand and finds franchisees.
Investors can compare brands side by side by budget, category and payback period on the franchise board.