Growth & Scaling After Entry – Blog Series
Blog II of III
Multi-Unit Development: Why It’s Gaining Traction in the Netherlands
Multi-unit franchising is experiencing rapid growth in the Netherlands. Ambitious Dutch entrepreneurs prefer scaling with multiple locations under one brand if the franchise system provides firm support, clear territory structures, and operational flexibility.
The Shift: From Single Unit to Multi-Unit Operators
Historically, Dutch franchisees were often “owner-operators” running one location. Today, a new generation of Dutch entrepreneurs and investors is pushing for multi-unit development: opening 2, 5, or even 10 units over time under one agreement.
This shift creates bigger growth opportunities for international brands, but also new operational demands.
Why Dutch Entrepreneurs Want Multi-Unit Deals
- Growth ambition: Scaling a business, not just owning a job
- Brand loyalty: Committing long-term for operational efficiency
- Better terms: Multi-unit deals often include fee discounts, longer territories, or added support
- Investor appeal: Private investors and small groups want structured growth, not one-off risk
Franchisees today are business developers not just store managers.
Why It Works for Franchisors
For international brands, multi-unit deals offer:
- Faster market penetration with fewer partners
- Lower training/admin costs per unit
- Stronger brand control through aligned operators
- Built-in succession planning (multi-unit groups often develop internal managers)
But success depends on how you structure and support those relationships.
How to Structure a Multi-Unit Development Deal in the Netherlands
Clear territory planning
- Define where and when new locations will be opened
- Avoid ambiguity Dutch partners will hold you to timelines
Performance-based milestones
- Link future unit rights to KPIs or opening benchmarks
- This ensures quality isn’t sacrificed for speed
Flexible support model
- Offer layered support (e.g., for local managers vs. the development group)
- Provide tools for delegation, team hiring, and unit-level reporting
Right candidate profile
- Look for multi-unit potential: leadership skills, financial capacity, growth mindset
- Don’t just upgrade a great single-unit operator—assess their business-building ability
Common Challenges to Watch For
Overstretching too fast
Some developers overcommit then underperform. Your agreement should include clauses for pacing and quality control.
Lack of infrastructure
Multi-unit operators need different tools: HR systems, shared logistics, team training frameworks. If your franchise isn’t ready to support this, it will show.
Territory disputes
Poor planning can lead to tension between single-unit and multi-unit franchisees. Create scalable, transparent territory rules from day one.
Real-Life Trends in the Dutch Market
- Multi-unit growth is robust in fitness, QSR, wellness, and education franchises.
- Some Dutch developers are also multi-brand operators, looking to build franchise portfolios.
- Cities like Amsterdam, Utrecht, and Rotterdam are often starting points, with growth spreading regionally.
Final Thought: Scale With the Right Partners and the Best Locations.
If your brand wants to grow quickly but sustainably in the Netherlands, multi-unit development is a smart strategy, but only if your systems, agreements, and support can match the ambition of your partners and there knowledge of finding the right locations. .
Next in the series:
“How Foreign Brands Build Long-Term Success With Dutch Franchisees”
You can also read Blog I :
What Comes After Launch? How to Support Your Dutch Franchisees for Long-Term Success
You can also read Blog III:
How Foreign Brands Build Long-Term Success With Dutch Franchisees
