The Evolving Art of Franchise Site Selection

Experienced operators share how they find the right real estate

Author

Chris Wright
April 03, 2025

Welcome to Franzy Five, the 5-minute weekly summary of franchise news 👋.

At Franzy, we match aspiring owners with their ideal franchises through personalized recommendations and transparent metrics. Think match-making, but for your business future. Our platform shows you opportunities you'll actually care about, complete with the numbers that matter.

🏙️ How to Find That Perfect Spot for Your Franchise

Ever wonder why some franchise locations crush it while others with the exact same brand struggle? It's not luck — it's location science. And multi-unit franchise veterans have cracked the code. Today's operators use the VAST approach (visibility, access, signage, traffic) as just the starting point. They're layering in strategies that can make or break your investment before you ever serve your first customer.

Key Highlights:

  • Complementary businesses nearby can significantly boost customer traffic, with operators strategically positioning near anchor stores like Walmart or Target.

  • Do the locals actually want what you're selling? Smart franchisees analyze area demographics like FBI profilers, ensuring residents match their ideal customer persona.

  • Traffic patterns during peak hours affect both visibility and convenience—key factors in consumer decision-making.

  • Growth potential of surrounding areas is increasingly important, with operators assessing whether nearby residential developments will funnel future customers.

👉️ Why It Matters:

Site selection is both art and science—balancing data analysis with market intuition. Understanding these multi-dimensional considerations transforms location selection from guesswork to strategic advantage, potentially making the difference between thriving and merely surviving.

🤖 Delivery Bots Are Not Ready to Deliver Yet

Autonomous delivery robots were supposed to transform the franchise landscape by now, but their impact remains surprisingly limited despite years of hype and billions in investment. The reality of delivery bots is moving much slower than the breathless predictions. While companies like Starship Technologies have completed 7 million deliveries since 2014, that's a tiny fraction of the overall food delivery ecosystem, which processes hundreds of millions of orders monthly.

Key Highlights:

  • 145,000 monthly robot deliveries from market leader Starship Technologies sounds impressive until compared with Domino's 30+ million monthly orders.

  • Campus environments remain the primary deployment zones, where controlled geography and predictable traffic reduce navigation challenges.

  • Operational hurdles continue to limit adoption—from packaging requirements to parking logistics and staff training needs.

  • Drone delivery is gradually expanding, with PwC predicting growth from 5 million deliveries in 2024 to 800 million annually within a decade.

👉️ Why It Matters:

For most franchisees, delivery automation remains a future consideration rather than an immediate operational priority. The technology continues to evolve, but current limitations mean franchisees should focus on more impactful operational improvements while monitoring developments from a comfortable distance.

⚾ Franchises Step Up to the MLB Opening Day Plate

As baseball season kicks off on March 27, franchise brands are finding creative ways to connect with the 2025 MLB Opening Day excitement and drive traffic to their locations.

Key Highlights:

  • Stadium presence is expanding, with Brooklyn Dumpling Shop debuting at Yankees Stadium with three exclusive flavors: buffalo chicken, kung pao chicken, and wagyu beef dumplings.

  • Limited-time offers like Buffalo Wild Wings' one-day BOGO boneless wings deal create urgency and attract game-day gatherings.

  • Themed menu items such as Baskin-Robbins' baseball nut flavor and baseball-shaped cakes give customers seasonally relevant options.

  • Extended promotions like Donatos Pizza's $4 off large smoky hot honey pizzas (valid through April 27) encourage repeat visits throughout the early season.

👉️ Why It Matters:

Strategic alignment with major cultural events like MLB Opening Day offers smaller franchise brands an opportunity to drive short-term sales while building longer-term emotional connections with customers. These limited-time promotions create urgency that can boost traffic during what might otherwise be an ordinary spring business day.

💡 Insider’s Framework for Reading the FDD

Ready to join the 15,000+ new franchise locations opening this year? Hold up — how do you separate the winners from the duds in this crowded field? Everyone talks about red flags, but what about the positive signals hiding in that massive Franchise Disclosure Document? Forget the slick brochures and growth charts. The real story of a franchise's health is buried in the FDD's fine print (and it's not as boring as you think).

Key Highlights:

  • Financial transparency in Item 19 provides realistic, detailed performance data across multiple locations, demonstrating confidence in the business model.

  • Low closure rates in Item 20 indicate franchisee satisfaction and a well-functioning support system.

  • Clean litigation history in Item 3 suggests ethical business practices and satisfied franchisees.

  • Territorial protection in Item 12 safeguards your investment by preventing market saturation from the same brand.

👉️ Why It Matters:

With franchise investments typically ranging from $100,000 to over $1 million, using these "green flags" to evaluate opportunities transforms the selection process from emotional to analytical. A strong FDD indicates not just current success but a foundation for long-term growth and profitability.

✂️ Snippets

Franchisee Adam Bonetti credits his success with Crust Pizza Co. to empowering store-level leaders and implementing comprehensive training through "Crust University." His training approach combines online modules with hands-on instruction tailored to each role, ensuring consistent quality across multiple locations. Bonetti emphasizes that treating team members with respect and offering competitive wages directly impacts retention and performance. (Source: Franchising.com)

Kevin King has returned to Donatos Pizza as CEO, bringing experience from Domino's, Papa Murphy's, and Smoothie King. King believes franchise growth requires strong unit-level EBITDA, consistent same-store sales growth, and successful new store openings. Under his leadership, Donatos is pursuing automation technology including a "Smart Saucer" and planning to launch a pizza vending machine in partnership with robotics company Appetronix. (Source: QSR Magazine)

Social media star Jake Paul has partnered with hot dog chain Dog Haus, becoming both a franchisee and spokesperson for the brand. The partnership has already delivered an 8% same-store sales bump and a 5% increase in overall store traffic since Paul came onboard. Dog Haus CEO Michael Montagano credits Paul for the strong performance, calling him "a game changer" for the 60-unit restaurant chain. (Source: Franchise Times)

The hospitality industry is seeing a trend of celebrity bartenders lending their names to establishments they rarely visit. VinePair podcast hosts recently discussed this after encountering Rosina in Las Vegas, where Sam Ross curated the menu but doesn't physically work there. The practice mirrors Gordon Ramsay's approach with his seven Vegas establishments but raises questions about service consistency and authenticity. (Source: VinePair Podcast)