Cebu has always been considered a major business hub, especially in the VisMin area. Still, in recent years, its role has shifted from a regional hub to a genuine launchpad for retail concepts, food brands, and service businesses expanding beyond Metro Manila. The Philippine Franchise Association (PFA), the country’s premier and only internationally recognized franchise association, is meeting that momentum head-on.
The Visayas Franchise Conference 2026—themed "Igniting Growth: Visayas and Beyond"—takes place on July 30, 2026, at Summit Galleria Cebu. It is PFA's first dedicated conference for the Visayas region, held in conjunction with the association's annual Franchise Negosyo Visayas Expo, and its timing reflects a deliberate recognition that the next significant wave of Philippine franchise growth will be driven as much from the regions as from the capital.
The conference brings together franchise leaders, regional business owners, and MSMEs looking to scale—with sessions designed around the specific challenges and opportunities of building and expanding a business outside Metro Manila.
Participants can look forward to:
- Six high-impact plenary sessions
- Fifteen renowned industry speakers
- Actionable business insights and growth strategies
- High-value networking opportunities with franchise leaders, entrepreneurs, investors, and business decision-makers
- Access to the latest trends shaping the future of franchising and business expansion
The Visayas Franchise Conference 2026 features a compelling lineup of plenary sessions and expert-led discussions designed to equip attendees with practical knowledge and actionable strategies. To highlight, here are some of the sessions that are must-attend:
- Consumer Trends and Forecasts in VisMin - featuring Ms. Laurice Lara Obana, Consumer & Insights Director at Worldpanel by Numerator. She will share key market trends and forecasts for the Visayas and Mindanao regions—with particular focus on Gen Z behavior and what it means for food, retail, and services.
- Franchising the Right Way - a panel bringing together Mr. Chris Lim of Francorp Philippines, Mr. Johnny Que of Waffle Time, Mr. Terence Neil Padrique of The Lemon Co., and Ms. Cherryl Carino of Mister Donut. The conversation will focus on the fundamentals: what separates franchise systems that last from those that don't.
- Expand Beyond Your Home Region - highlighting respected business leaders Mr. Steve Benitez of Bo's Coffee, Mr. Angelo Jose Gandionco of Julie's Bakeshop, Mr. Marco Antonio Soliman of LT&G Credit Line, and Mr. Mark Fernan Roque of Villatuna Foods Corporation. They will talk about what regional expansion actually looks like—pricing adjustments, supply chain realities, and knowing when a new market is ready for you (or when it isn't), helping businesses scale beyond their home regions.
Whether you are an established franchisor, aspiring franchise owner, growing MSME, or business leader, the conference offers valuable insights, meaningful connections, and new opportunities for growth and success.
Register Today
Early bird registration rates are available until July 22, 2026.
For registration and more information, visit www.pfa.org.ph/visayasconference.
This conference is Co-Presented by: PLDT Enterprise; and Powered by: Concepcion Industrial Corporation, GCash for Business, SM Supermalls.
Gold Sponsors: 7-Eleven, Boracay Central, Cabalen, COREnergy, DITO BizBayan, Francorp Philippines, Grainsmart Café, Jollibee Group, Julie’s Bakeshop, Kumon, Mayet Dela Rosa, Mr. Baka Lechon, Phoenix Super LPG, TGP Pharma, Inc., and Uncle John’s; Event Partners: ActionCOACH Phils., Islands Souvenirs, PowerHouse, Union Bank, and U-Franchise Sales & Management; Supporting Organizations: Department of Trade & Industry (DTI), Overseas Workers Welfare Administration (OWWA), Cebu Chamber of Commerce & Industry (CCCI), Mandaue Chamber of Commerce & Industry (MCCI).
Media Partners: GMA Network, NET 25 Eagle Broadcasting Corp., Philstar Media Group, Business World, Business Mirror / Philippine Graphics, Asian Journal / Balikbayan Magazine, Philippine Daily Inquirer, INQUIRER.NET, Cebu Daily News (CDN) and SMNI.
