RIO DE JANEIRO, BRAZIL - The president of the Brazilian Society of Retail and Consumption, Eduardo Terra, evaluates 2021 as a year of accommodation.
Many Brazilian franchisors have put their foot on the brake in the internationalization process. "Until the pandemic started, 20% of new members were Brazilian," says Cristina Maria Matos, CEO of the Portuguese Franchising Association. "Now everything is in a holding pattern."
The affinity with the language and culture has made Portugal one of the most sought-after destinations for Brazilian franchises, second only to the US. Last year, 41 chains operated in Portuguese territory, seen as a . . .