When you’re looking at demographics, size matters
As more franchise brands push outward from their local or regional base seeking growth on the national stage, choosing the right city or designated market area (DMA) is always a critical factor in success.
Working with local real estate developers in new markets is one way for franchisors to improve their odds for success, at least in terms of site location. But the best people for them to work with are area developers who already operate successfully in these new venues, understand their market from the inside, and have an organization and infrastructure in place.
This trend toward national expansion represents opportunity for area developers looking to add new brands to their portfolio, as in the case of David Peterman and Mitch Roberts, who have 23 Panera Bread restaurants throughout New England. Realizing they’re approaching maximization within their territory, the partners recently signed an agreement with El Pollo Loco to build 25 restaurants in the New England states.
The accompanying chart focuses on population and number of franchises within a DMA, ranking the top 30 areas by percentage of units within a DMA.
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