Franchise marketing for hospitality makes sure hungry searchers choose your venue. Hospitality guests decide quickly, often on the go and on their phones. We make sure every location of your franchise brand is at the top of Google Maps, with correct opening hours, menu, photos and reviews. The NFV counts 157 hospitality franchise brands with 4,228 locations.
Bron: NFV 2025
How big is franchising in hospitality?
According to the franchise statistics of the Dutch Franchise Association (NFV) (reference year 2025), hospitality has 157 franchise brands with a combined 4,228 locations. That is 12.1% of all franchise locations in the Netherlands, with an average of around 27 locations per franchise brand. Think of restaurants, lunchrooms, pizzerias, snack bars and coffee bars. Every location is a local marketing channel in its own right: a profile, reviews, a page and local customers.
| Characteristic | Hospitality | Entire franchise sector |
|---|---|---|
| Franchise brands | 157 | 936 |
| Locations | 4,228 | 34,937 |
| People employed | 113,200 | 438,800 |
| Revenue (excl. VAT) | €5.2bn | €50.5bn |
| Average number of locations per franchise brand | 27 | 37 |
How does a hospitality customer search for a location?
A hospitality decision sometimes takes only a few minutes. Someone searches for "lunch near me" or "pizza delivery" and chooses from the first three results in Maps. Photos, review score, opening hours and whether you can book or order are decisive. Increasingly, guests put the question to an AI assistant: "where can we eat with children in Utrecht?" Then the information about your venue must be complete and consistent.
On top of that there are group bookings, catering and delivery. Each of these requires its own information in the profile and on the location page.
What marketing challenges do hospitality brands face?
These are the problems we come across most often at franchise brands in this sector. They can be solved, but they require time and specialist knowledge that a head office marketing team rarely has.
| Challenge | Consequence if you do nothing |
|---|---|
| Opening hours and kitchen times change | Guests arrive to find the kitchen closed |
| Many reviews about service and waiting times | Unanswered complaints damage the franchise brand |
| Menu and prices not up to date online | The wrong expectations |
| Dependence on delivery platforms | Your own channel remains underused |
Which channels work best for hospitality franchise brands?
The order below is our starting point for this sector. In the scan, we test it against the figures for your locations.
| Channel | Priority | Use per location |
|---|---|---|
| Google Business Profile with menu and booking | Very high | Photos, menu, booking and order button |
| Review management | Very high | Reply within 24 hours, including at weekends |
| Instagram and TikTok | High | Dishes, atmosphere, team |
| Local Google Ads | Medium | Openings, holidays, catering |
| Medium | Holiday bookings, loyalty |
No time or expertise in-house? Leave your franchise marketing to us.
How do we approach local visibility in hospitality?
In hospitality, guests often decide within a few minutes, based on what they see in Maps: photos, score, opening hours and whether there is a table available now. That makes hospitality the most visual channel in Maps. We ensure a steady stream of photos per location, an up-to-date menu in the profile and the right attributes (terrace, child-friendly, vegetarian options, groups). We reply to reviews within 24 hours, seven days a week, because in hospitality most reviews come in at the weekend.
For delivery and collection, we make sure the button in the profile points to your own ordering system if you have one, so you are less dependent on platforms.
Which figures do we measure for a hospitality franchise brand?
Alongside the standard KPIs in the monthly report, in this sector we also look at the following figures, per location and for the franchise brand.
| KPI | Why it matters |
|---|---|
| Clicks on book, order and call | Direct revenue signals |
| Photo views per location | Visual appeal |
| Review score and response time at weekends | Reputation and service |
| Position in Maps for 'restaurant' or 'lunch' | Local visibility |
| Benefit | Explanation |
|---|---|
| All locations equally well set up | One standard for profiles, pages and reviews |
| Time back for your team | We handle the local execution |
| Comparable figures | Strong and weak locations become visible |
For which hospitality sectors do we have an approach?
Within hospitality, we work out the approach per sector, with its own search behaviour, problems, rules and KPIs. Choose your sector:
What does franchise marketing deliver per hospitality location?
The NFV figures make a simple worked example possible. On average, a hospitality location generates around €1.23 million in revenue a year. The Growth package costs €3,000 per location per year. The break-even point is therefore at revenue growth of a fraction of one per cent. Whether that is achievable is shown by the scan of three locations.
Our permanent team carries out the work: Gijs Bodenstaff as your point of contact, Angela for analysis and content, Elisabeth for local Google Ads, Peter for local authority and ten trained freelancers for profiles and reviews per location. Read more about Franchise-Marketing.nl.
More about franchise marketing for hospitality
The foundation for every hospitality franchise brand is local search engine optimisation per location, supplemented by review management for franchise brands. After that come Google Ads management for chains or social media for franchise brands, depending on your customer journey. Also compare the approach in other sectors: marketing for supermarket and food brands and marketing for service franchise brands. You will find all sectors listed under franchise sectors, and the prices per location under pricing per location.
Frequently asked questions about marketing in hospitality
Do you also reply to reviews at weekends?
How often should new photos be added to the profile?
Can the booking button link to our own system?
Does social media really help in hospitality?
From how many locations do you help a hospitality franchise brand?
How many franchise brands and locations are there in Dutch hospitality?
Which attributes matter in a restaurant's Business Profile?
How does a hospitality brand stop guests arriving to find the kitchen closed?
How does a hospitality brand become less dependent on delivery platforms?
Which KPIs do you track per hospitality location?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Opening a hospitality location yourself? Read starting a hospitality franchise.
Curious how your hospitality locations are doing? Request the free scan of three locations.