Selecting the right location remains one of the most critical drivers of franchise success. This session brings together experts in analytics, real estate, law, and multi-unit growth to explore how leading brands use data and disciplined site selection to build sustainable expansion strategies. Through QSR and multi-unit case studies, the panel will demonstrate how demographic, behavioural, and mobile movement data inform market prioritization and trade-area decisions; how to structure and protect a real estate pipeline; and how the quality of a site directly shapes franchisee performance over time. Attendees will gain practical guidance to choose better sites, avoid costly missteps, and connect location decisions to stronger system-wide outcomes.
Learning Objectives:
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Use data to make stronger site and market decisions
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Apply demographic, behavioural, and mobile data
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Use segmentation tools (e.g., PRIZM) to assess market potential
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Build a scalable, defensible real estate strategy
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Prioritize markets and territories
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Understand key legal and lease considerations
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3. Connect site quality to long-term franchise performance
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Recognize early indicators of strong vs. weak locations
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Avoid common pitfalls that undermine growth