The Art and Science Behind Site Selection

Site selection for restaurant franchises has come a long way from counting cars and going with their gut. Now, while operators use a mix of data, technology, and real-world experience, there remains an art to understanding the community, vibe, and whether the brand really fits into the flow of everyday life there.

“We look at everything from demographics and psychographics to traffic patterns and mobile data to understand not just where people are, but how they live, work, and eat,” Kelly Gray, VP and  co-owner of Hot Head Burritos, explained. They also study movement trends, nearby competition, and which businesses surround a potential site. 

The Data AdvantageAI, predictive analytics, and mobile data provide new ways for operators to understand their customers and evaluate markets rather than relying only on broad demographics.

“These tools help identify where existing guests live, work, and spend time, offering insights into what makes certain locations perform well,”…