Globally known brands are still far from Macedonia. Kentucky Fried Chicken, Starbucks Caffe, Zara, Pizza Hut are present in all regional countries, except in Macedonia. The reason for this lies in small market or lack of ability of managers to meet specific needs of these franchises. Moreover, licences are very expensive in Macedonia.

"One has to understand foreigners, too. They are interested in bigger markets and opening of a large number of companies," said Valentin Pepeljugovski, expert on intellectual property.

Experts find franchises as a business model good for developing economies because managers buy a brand once and they undergo low business risk. Nonetheless, there are brands such as McDonalds, Mango, Cuban restaurant, Caffe di Roma in Macedonia.