Rules and transparency
69.9% of the 1,513 franchise pages have a form, and 61.1% of networks with a form publish some commercial condition on the page
Share of the 1,513 networks with a franchise page read that have a form in the HTML, as read on October 30, 2026
See the full table (8 rows)
| Segment | Networks | Form | Automation | Chat or bot | Video | Frequently asked questions | Disclosure document | Condition among those with a form | |
|---|---|---|---|---|---|---|---|---|---|
| Gyms and sports | 55 | 65.5% | 45.5% | 20.0% | fewer than 5 networks | 30.9% | 23.6% | 18.2% | 50.0% |
| Food | 372 | 72.8% | 37.1% | 13.7% | fewer than 5 networks | 28.2% | 9.7% | 8.3% | 65.8% |
| Food, retail and distribution | 99 | 68.7% | 43.4% | 18.2% | fewer than 5 networks | 29.3% | 16.2% | 7.1% | 75.4% |
| Education | 88 | 80.7% | 50.0% | 22.7% | fewer than 5 networks | 39.8% | 21.6% | 6.8% | 59.7% |
| Fashion and accessories | 144 | 62.5% | 49.3% | 13.9% | fewer than 5 networks | 26.4% | 6.2% | 4.2% | 70.6% |
| Health, beauty and wellness | 250 | 73.2% | 44.0% | 16.0% | fewer than 5 networks | 40.0% | 14.4% | 9.2% | 62.5% |
| Services and other businesses | 486 | 66.9% | 53.9% | 17.3% | 1.2% | 32.7% | 16.9% | 11.5% | 52.8% |
| Tourism and hospitality | 19 | 68.4% | 42.1% | 42.1% | fewer than 5 networks | 52.6% | fewer than 5 networks | fewer than 5 networks | 53.8% |
By network sizeActive CNPJs attributed to the network in the September and October 2026 databases, which are not equivalent to units
| Size | Networks | Form | Automation | Chat or bot | Video | Frequently asked questions | Disclosure document | Condition among those with a form | |
|---|---|---|---|---|---|---|---|---|---|
| Up to 9 active CNPJs | 600 | 68.5% | 52.8% | 13.3% | 1.3% | 29.2% | 13.2% | 10.0% | 55.1% |
| 10 to 49 active CNPJs | 547 | 70.6% | 44.6% | 17.4% | 1.3% | 34.6% | 14.1% | 9.3% | 63.5% |
| 50 to 199 active CNPJs | 261 | 69.7% | 34.5% | 19.9% | 2.3% | 38.3% | 13.0% | 7.7% | 67.3% |
| 200 or more active CNPJs | 49 | 69.4% | 40.8% | 26.5% | fewer than 5 networks | 34.7% | 24.5% | fewer than 5 networks | 70.6% |
| No CNPJ count | 56 | 78.6% | 53.6% | 21.4% | 0.0% | 21.4% | 21.4% | 17.9% | 65.0% |
Contact channel and conditions published on the pagecondition is at least one of the six items of the offer census; investment is the item on its own
| Channel on the franchise page | Share of networks | Networks in the cross-reference | With a published condition | With published investment |
|---|---|---|---|---|
| Form and WhatsApp | 31.3% | 455 | 58.7% | 47.5% |
| Form only | 38.5% | 559 | 63.1% | 52.6% |
| WhatsApp only | 15.0% | 216 | 44.9% | 39.4% |
| No form and no WhatsApp in the HTML | 15.1% | 214 | 50.0% | 42.5% |
Where the franchise page is hosted1,649 networks read; a page on a consultancy site is included by its address and is not opened
| Location | Share of networks |
|---|---|
| On the home page itself | 23.2% |
| On a page of the main domain | 52.5% |
| On a subdomain | 11.0% |
| On a domain dedicated to franchising or belonging to the group | 11.5% |
| On a page-builder tool domain | 0.5% |
| On a consultancy or third-party domain | 0.4% |
| Franchise page not found | 1.0% |
The franchise page is the point at which the network receives the candidate. In the reading of October 30, 2026, of the 1,513 networks with that page read, 69.9% have a form in the HTML, 61.7% with a form on the site itself and 10.2% with a form from an external tool, and 46.3% have a WhatsApp button. A marketing automation tool appears on 16.7% of these pages, 14.9% with RD Station, and chat or a bot on 1.5%. The reading considers only the franchise page, and for this reason the shares differ from those of the indicator of the networks' digital maturity, which adds the home page and has a different denominator.
Cross-referenced with the offer census, of the 1,014 networks with a form and text read, 61.1% publish at least one commercial condition on the page, without requiring the form to be filled in, and 50.3% publish the initial investment. The remaining 38.9% publish none of the six items in the text read. The page itself mentions the disclosure document (Circular de Oferta de Franquia) in 9.5% of cases, includes frequently asked questions in 14.1% and video in 32.6%.
Across the 1,649 networks with some page read, which include those whose franchise page sits on a third-party domain and is not opened, 75.6% keep the page on the main domain, 11.0% on a subdomain, 11.5% on a domain dedicated to franchising or belonging to the group and 0.4% on a consultancy or third-party domain. Marktech, which maintains the observatory, is a technology startup for digital marketing and operates in the market measured here. Because of this conflict of interest, the methodology prohibits classifying media by brand, and the data are published only in aggregate, with no network names and with a minimum of five networks per cell.
How we calculate
The raw HTML of each network's franchise page was read on October 30, 2026 without executing JavaScript, with robots.txt consulted before any other request to the domain, and only the evidence was stored. When the offer is on the home page itself, that is the page considered. A form of the site itself is one with two or more visible fields, including a contact field, with no password and not being a search or newsletter subscription; an external form is one embedded from a tool or submitted to another domain. WhatsApp is a chat link with a number, or a button component, and a mention in the text does not count. The reading is that of the technology census, on the raw HTML and the networks that the observatory's universe comprised on the collection date, and for this reason the denominator differs from that of the networks with a page read in the offer census, which also renders the pages. The denominator contains 1,513 networks, excluding the 83 whose page depends entirely on JavaScript and the 53 without a franchise page read. A published condition is at least one of the six items of the offer census (investment, franchise fee, royalties, advertising fund, contract term and minimum area), and the cross-reference uses only the networks with text read in that census. A page on a consultancy site is included by its address and is not opened. Size is the count of active CNPJs attributed to the network in the September and October 2026 databases.
What this figure does not show
- The reading considers only the published HTML, so forms and buttons inserted after the page loads do not appear, and the shares are floors. Networks without a form and without WhatsApp in the HTML may receive candidates through these channels.
- Publishing a condition means keeping it available in the page text without a form being filled in, and the visual order of the elements is not measured. A condition published only in an image, in a PDF or after submission is not counted.
- Forms are not classified by purpose. On the franchise page, a form may also receive customer contacts, a situation more likely when the offer is on the home page itself, the case for 23.2% of the networks read. Frequently asked questions are not classified by subject either.
- The list of networks in the universe favors the network's own page, and for this reason the share on consultancy sites is a floor for the practice.
- The precision of each pattern was measured by manual review of 40 randomly drawn pages, supplemented by pages with the pattern when detection was rare: own form (41 of 43), form on an external tool (24 of 25), WhatsApp (63 of 63), RD Station (26 of 26), HubSpot (8 of 8), ActiveCampaign (4 of 4), chat or bot (32 of 32), video (42 of 42), frequently asked questions (14 of 14), disclosure document (8 of 8), always as correct detections over reviewed detections. The measure assesses false positives and not what went undetected.
- The absence of a mention of the disclosure document on the page does not indicate any irregularity, because the law requires the document to be delivered to the candidate and not mentioned on the website.
- The count of CNPJs by trade name is not equivalent to the number of units, and the size band is approximate.
Frequently asked questions
How do franchises recruit franchisee candidates online?
In the reading of October 30, 2026, of the 1,513 networks with a franchise page read, 69.9% had a form and 46.3% a WhatsApp button in the HTML. Marketing automation appeared in 16.7% and chat or a bot in 1.5%. The shares are floors, because the reading considers only the content published in the page's HTML.
Do franchises disclose the investment before asking for the candidate's contact details?
Of the 1,014 networks with a form and text read, 50.3% publish the initial investment on the page and 61.1% publish at least one commercial condition. A value published only in an image, in a PDF or after submission is not counted.
Do franchise pages mention the disclosure document (Circular de Oferta de Franquia)?
In the reading of October 30, 2026, 9.5% of the franchise pages read mentioned the disclosure document (Circular de Oferta de Franquia). Its absence does not indicate any irregularity, because the law requires the document to be delivered to the candidate and not mentioned on the website.
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Maintained by Marktech, which serves franchise networks and franchises. The brands cited belong to their owners and are mentioned here only to identify the network the data refers to.