Association of the Filipino Franchisers Inc.

prime trade organization



Franchise 101
Intellectual Property


About Us


The Association of the Filipino Franchisers Inc. (AFFI) is the Philippines’ prime trade organization committed to promoting responsible micro small medium enterprise businesses through franchising. It is consist of Filipino corporate presidents, CEOs, and prominent businessmen who recognize the competitive potential of the local franchising industry in the global market. Duly registered with the Securities and Exchange Commission, the association serves as a governing body that safeguards the interest of its members and innovates ways to further its advocacies.

AFFI’s conception began when entrepreneurs Bob Juan of Labandera Ko, Armando Bartolome of GMB, Tony Cruz of Pancit Malabon, Jorge Wieneke of Potato Corner, Teresa Laurel of Goto King, Pacita Juan of Figaro, and Richie Cuna of Fiorgelato recognized the needs and potentials of the local franchising sector. They decided to form a body that would raise awareness and lend assistance to fellow businessmen. This brainchild was set in motion in 1997 and became known as the First Filipino Franchising Federation (F4).

Resources were scant and the challenges were plenty; but driven by the desire to realize their vision, the group slowly worked toward their goal. The pioneers’ undertakings were not left unnoticed. Since the year it was founded, the group has grown from seven to more than a hundred members. And in the early 2000’s, F4 changed its name to Association of Filipino Franchisers, Inc. (AFFI).

AFFI has taken a big leap from its humble beginning. From only a handful of individuals bonded by a common advocacy, AFFI is now a well established institution that inspires the public to take part in the franchising industry offering technical assistance like research and development. It also educates aspiring entrepreneurs of the intricacies of the franchising trade.

Its unwavering commitment to its thrust guides the organization to innovations that render significant marks in the industry. Embarking on new territories, AFFI not only safeguards the public from unscrupulous businesses, aids prospective entrepreneurs, and extends support to those already in the business sector; it also anticipates events that yield favorable effects on the local economy.


To be the leading community of empowered entrepreneurs.


To engage Entrepreneurs to harness their potentials through collaborative learning and networking.

Board of Directors 2018