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Closures in Major Franchise Networks Coexist With Record Revenue in the Sector and Expose a Less Linear Scenario for Well-Known Brands That Have Begun to Review Operations, Adjust Bases, and Prioritize Efficiency Even in a Market That Continued to Grow, Generating Jobs and Increasing Revenue in the Country.
Among the largest franchise networks associated with the Brazilian Franchise Association, 11 shrank in the number of operations from 2024 to 2025, even with the sector recording record revenue in the country.
According to information from the portal Isto é Dinheiro, the largest contraction was from OdontoCompany, which fell from 1,577 to 1,153 units, a reduction of 424 points of sale in a year.
Next are Jet Oil, with 87 fewer units, Lubrax+, with a decline of 53, and Shell Select, which withdrew 44 operations during the same period.
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The data is part of the ranking of the 50 largest franchises by number of operations published by ABF in March 2026, based on information provided by the associated networks themselves and electronically audited by the organization.
In the segment of brands that lost units, Kopenhagen and Burger King Brasil also appear, both with 13 fewer operations, in addition to Wizard by Pearson, Arezzo, Fisk, CNA, and Localiza, all with smaller retractions, but still enough to place them among the networks that closed 2025 in the red in base size.
Franchise Market Grew Despite Unit Closures
The reduction at some of the major brands occurred in an environment where Brazilian franchising as a sector continued to advance.
According to the annual performance survey by ABF, the market reached R$ 301.7 billion in revenue in 2025, a nominal increase of 10.5% over 2024, above the initial projection of the association, which estimated growth between 8% and 10%.
During the same period, the country ended the year with 202,444 franchises in operation, 3,297 networks, and 1.762 million direct jobs, indicating that the closure movement in some chains coexisted with a net expansion of the system.
In addition to revenue growth, ABF reported that the average rate of new openings was 18.0% in 2025, while the closure rate reached 7.4%.
The balance remained positive at 10.6%, although lower than that observed in the previous year.
In other words, there were more openings than closures across the market, but that did not prevent some large networks from reviewing their own mesh, closing units, and losing positions in the ranking of the largest.
See All Franchise Networks With Unit Reductions
| # | Brand | Operations in 2024 | Operations in 2025 | Absolute Decline |
| 1st | ODONTOCOMPANY | 1577 | 1153 | -424 |
| 2nd | JET OIL | 1145 | 1058 | -87 |
| 3rd | SHELL SELECT | 1264 | 1220 | -44 |
| 4th | LUBRAX + | 1685 | 1632 | -53 |
| 5th | KOPENHAGEN | 793 | 780 | -13 |
| 6th | BURGER KING BRASIL | 1238 | 1225 | -13 |
| 7th | WIZARD BY PEARSON | 1015 | 1003 | -12 |
| 8th | AREZZO | 430 | 424 | -6 |
| 9th | FISK CENTRO DE ENSINO | 730 | 724 | -6 |
| 10th | CNA | 768 | 763 | -5 |
| 11th | LOCALIZA | 605 | 601 | -4 |
What OdontoCompany, Burger King, Wizard, and CNA Are Saying
In the case of OdontoCompany, the company stated that the interpretation of the ranking needs to consider distinct strategic moments and said that, after a phase of strong expansion with 100% of operations franchised, the priority shifted to strengthening the already opened clinics, focusing on healthy revenue and improving performance per unit.
The network also emphasized that it is the only dentistry company present among the 50 largest franchises in the survey, in an attempt to contextualize the scale of the base it still maintains.
Lubrax+, which appears among the most significant absolute declines, stated that it made adjustments to its base as part of its strategy to raise operational standards and consolidate the quality of the network.
According to the brand, in the third quarter of 2025 there was a growth of 12.2% in revenue and an increase of 23.6% in the number of clients served with complete exchanges, indicating that the reduction of units was presented by the company as part of a quality review, and not as a pure demand contraction.
Meanwhile, Wizard by Pearson asserted that the variation reflects a temporary movement between closures and new openings, and announced plans to open more than 100 schools throughout 2026.
Burger King Brasil, on the other hand, stated that the movement is part of a “natural market cycle” and indicated that the closures were strategic, also highlighting that, of the 13 units closed, only four were actually franchises.
At CNA, the company classified the oscillation as a minor adjustment of about 0.7% within the expected dynamic for a network with more than 700 schools.
In other cases, the reaction was more subdued.
Shell Select preferred not to comment on its performance, while Jet Oil did not respond to inquiries during the investigation reproduced by the press.
Kopenhagen stated that it is advancing in a new positioning, with larger and revamped stores, combining expansion with accelerated renewal of the existing base.
Arezzo did not comment on the figures, and Fisk and Localiza had not responded by the time the report was concluded, which gathered the companies’ statements.
Closing Franchises Does Not Always Indicate Weakness in the Network
The ranking helps to show that the universe of franchises does not move homogeneously.
Large networks can close units due to plaza review, changing store profiles, passing on operations, higher demands for franchisee performance, or commercial repositioning.
Still, the raw data of reduction carries weight because it affects brands with significant reach and serves as a warning for those who tend to automatically associate franchises with continuous expansion and reduced risk.
The ABF’s own survey indicates a robust sector, but with greater selectivity, operational adjustments, and a search for efficiency in already installed bases.
This contrast also appears in the breakdown by segments.
While some relevant networks lost operations, franchising as a whole saw widespread growth in all areas monitored by ABF.
Cleaning and Conservation led the expansion, with an increase of 16.8%, followed by Health, Beauty, and Well-Being, with 14.6%.
Segments of Food – Commerce and Distribution, Food – Food Service, Entertainment and Leisure, and Hospitality and Tourism also grew by over 10%, reinforcing the understanding that the issue was not concentrated in the franchise model itself, but in specific adjustments of certain operations and network strategies.
For the investor or candidate for franchising, the picture that emerges is less simple than traditional sector advertising often suggests.
Brazilian franchising has grown, generated more revenue, and expanded its presence in the national territory, but also coexisted with unit closures in well-known brands and with revisions of bases in networks that were until recently associated with strong expansion.
In this scenario, brand size and ranking presence remain relevant, yet they have ceased to be sufficient indicators on their own to summarize the health of an operation or anticipate the future behavior of each chain.
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