Feb 3, 2026
Как выбрать франшизу в 2026-м: 5 главных советов для новичка
Market conditions change, but common sense and principles for choosing a franchise business do not.
Buybrand.ru experts, who have accumulated years of knowledge and experience in the field of franchising, have compiled a guide and a short checklist for those considering buying a franchise in 2026. Where to look, how to weed out fakes and scams, which sources to trust, how to calculate a budget, and what questions to ask the franchisor—read our article.
In 2026, experts expect a gradual reduction in the Central Bank's key rate, which will directly affect the cost of borrowing money, including for businesses. However, there are too many factors that could interfere with these expectations, primarily foreign policy.
Therefore, budgeting for the purchase and launch of a franchise should not take into account the potential reduction in bank loans. Additionally, it's important to keep inflation in mind, as rising prices for supplies or consumables, for example, will proportionally increase the operating expenses of your future business.
IMPORTANT: Understand how much actual cash you have available—not borrowed funds, not the kind you could theoretically borrow from friends or relatives, but actual cash. If you realize you're short on cash, consider using government support, including at the regional level. This could be a program supporting SMEs in general or franchise businesses specifically.
Once you've determined how much you can invest in purchasing a franchise, look for a franchise within that price range. BUT: feel free to add 25% to the franchise price (lump sum fee + royalties, if applicable + initial investment) stated in the ad and on the franchisor's website. This will be the approximate amount you'll need.
The same applies to the stated franchise payback period: it depends on many factors, including seasonality, geography, inflation, the emergence of competitors, etc. The franchisor quotes an ideal figure, which may be 3-6 months higher than the actual figure.
When choosing a brand, pay attention to the company's age and the length of its development under the franchising model. A brand should be at least 5 years old (in its field), while a franchisee should have at least 3 years of experience. A young brand can suddenly explode, while an experienced company has already proven its effectiveness in the market and, most importantly, has tested its business model, identifying and addressing its weaknesses.
Choose a franchise from the BUYBRAND rating
Choose carefully between businesses that are always in demand (a service station, pharmacy, kindergarten, grocery store, barbershop, etc.) and those that are currently booming and pay for themselves relatively quickly, but may prove short-lived in terms of hype. For example, in 2026, bubblegum restaurants, Korean street food, and restaurants serving ramen, pancake houses, and dumpling houses will be trending. However, Russians' gastronomic preferences—especially with the growth of domestic tourism—are rapidly changing. The only things that remain "eternal" are consumers' love for shawarma and its variations, pizza, rolls, sandwiches, and hot dogs. Georgian cuisine also remains at the top.
IMPORTANT: If you have a good location, either your own or with a long-term lease, it won't be difficult to convert that same bubble tea shop into a coffee shop if it doesn't work out. However, you'll likely have to pay a fee for early termination of the commercial concession agreement (CCA) with the franchisor. The amount of the "severance payment" must be specified in the CCA.
Tip 1: Correctly assess your financial capabilities
In 2026, experts expect a gradual reduction in the Central Bank's key rate, which will directly affect the cost of borrowing money, including for businesses. However, there are too many factors that could interfere with these expectations, primarily foreign policy.
Therefore, budgeting for the purchase and launch of a franchise should not take into account the potential reduction in bank loans. Additionally, it's important to keep inflation in mind, as rising prices for supplies or consumables, for example, will proportionally increase the operating expenses of your future business.
IMPORTANT: Understand how much actual cash you have available—not borrowed funds, not the kind you could theoretically borrow from friends or relatives, but actual cash. If you realize you're short on cash, consider using government support, including at the regional level. This could be a program supporting SMEs in general or franchise businesses specifically.
Tip 2: Include risks
Once you've determined how much you can invest in purchasing a franchise, look for a franchise within that price range. BUT: feel free to add 25% to the franchise price (lump sum fee + royalties, if applicable + initial investment) stated in the ad and on the franchisor's website. This will be the approximate amount you'll need.
The same applies to the stated franchise payback period: it depends on many factors, including seasonality, geography, inflation, the emergence of competitors, etc. The franchisor quotes an ideal figure, which may be 3-6 months higher than the actual figure.
When choosing a brand, pay attention to the company's age and the length of its development under the franchising model. A brand should be at least 5 years old (in its field), while a franchisee should have at least 3 years of experience. A young brand can suddenly explode, while an experienced company has already proven its effectiveness in the market and, most importantly, has tested its business model, identifying and addressing its weaknesses.
Choose a franchise from the BUYBRAND rating
Tip 3. Think about the eternal
Choose carefully between businesses that are always in demand (a service station, pharmacy, kindergarten, grocery store, barbershop, etc.) and those that are currently booming and pay for themselves relatively quickly, but may prove short-lived in terms of hype. For example, in 2026, bubblegum restaurants, Korean street food, and restaurants serving ramen, pancake houses, and dumpling houses will be trending. However, Russians' gastronomic preferences—especially with the growth of domestic tourism—are rapidly changing. The only things that remain "eternal" are consumers' love for shawarma and its variations, pizza, rolls, sandwiches, and hot dogs. Georgian cuisine also remains at the top.
IMPORTANT: If you have a good location, either your own or with a long-term lease, it won't be difficult to convert that same bubble tea shop into a coffee shop if it doesn't work out. However, you'll likely have to pay a fee for early termination of the commercial concession agreement (CCA) with the franchisor. The amount of the "severance payment" must be specified in the CCA.
Tip 4. Think about location
Quality locations are becoming increasingly scarce, especially for food service establishments and street retail. Therefore, rental rates will continue to rise, especially on busy streets and, surprisingly, in residential complexes.
In shopping centers, the situation is the opposite: the departure of foreign brands has increased vacancy rates—that is, the number of available square meters has increased, thereby lowering their prices. In Moscow alone, vacancy rates in new developments were 27% as of July 2025, and increased even more in the second half of the year with the opening of previously unfinished shopping centers. In 2026, vacancy rates in Moscow shopping centers will also increase, reaching 10.6% versus 9.9%.
Against this backdrop, experts advise searching for locations in developments in advance and wisely negotiating with landlords, who will become even more interested in attracting you as a source of income.
IMPORTANT: In Moscow, city government lease incentives for commercial real estate will be introduced in 2026. Small businesses can rent premises at a rate of 6,000 rubles per year if:
— they operate in socially significant sectors or employ people with disabilities,
— they do not participate in tenders,
— they are included in the Unified Register of Small and Medium-Sized Businesses,
— they have no outstanding lease debts.
To receive this incentive, please contact the Interdepartmental Commission for the Provision of Property Support to Small Businesses.
In shopping centers, the situation is the opposite: the departure of foreign brands has increased vacancy rates—that is, the number of available square meters has increased, thereby lowering their prices. In Moscow alone, vacancy rates in new developments were 27% as of July 2025, and increased even more in the second half of the year with the opening of previously unfinished shopping centers. In 2026, vacancy rates in Moscow shopping centers will also increase, reaching 10.6% versus 9.9%.
Against this backdrop, experts advise searching for locations in developments in advance and wisely negotiating with landlords, who will become even more interested in attracting you as a source of income.
IMPORTANT: In Moscow, city government lease incentives for commercial real estate will be introduced in 2026. Small businesses can rent premises at a rate of 6,000 rubles per year if:
— they operate in socially significant sectors or employ people with disabilities,
— they do not participate in tenders,
— they are included in the Unified Register of Small and Medium-Sized Businesses,
— they have no outstanding lease debts.
To receive this incentive, please contact the Interdepartmental Commission for the Provision of Property Support to Small Businesses.
Совет 5: Спрашивайте и слушайте
Любой франчайзер заинтересован в привлечении франчайзи, поэтому, как мы писали выше, показывает самые красивые цифры. Будьте дотошнее: попросите финансовую модель, расспросите о том, сколько было закрытий, где и почему, попросите контакты действующих или бывших франчайзи, чтобы пообщаться с ними лично.
ВАЖНО: переговоры с франчайзером не должны быть монологом с его стороны. Вы готовитесь отдать ему свои деньги, поэтому должны задавать ему как можно больше вопросов. В том числе, чтобы посмотреть на его реакцию и полноту ответов.
Если франчайзер юлит, отвечает общими фразами, а в ответ на просьбу предъявить финансовую отчетность ссылается на коммерческую тайну, разворачивайтесь и уходите.
А вот если франчайзер внимательно вас изучает, расспрашивает об опыте, планах, глубине знаний, вашем финансовом состоянии — это говорит о том, что ему не безразлична судьба его бренда, а значит, и всех его франчайзи, поскольку от их успеха зависит его прибыль.
Резюме
Конечно, сориентироваться в мире франчайзинга, прочитав одну статью, не получится. Грамотный выбор франшизы требует регулярного изучения рынка и понимания самой логики этой схемы ведения бизнеса, а также базовых знаний о предпринимательстве. Полезные материалы простым языком и актуальные новости для франчайзи читайте в нашем Телеграм-канале.
А лично пообщаться с франчайзерами, послушать экспертов, получить консультации и пройти мастер-классы можно на международных выставках Buybrand Expo 2026 и VerSous 2026.
