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It may be a cliche, but there’s a reason “Location, location, location!” is a common refrain when potential franchise owners ask what influences restaurant success.
Even the best concepts can struggle if they’re tucked away in a hidden strip mall corner or aren’t easy for customers to reach. On the other hand, the right location can help restaurants build steady traffic and attract repeat guests, growing into a reliable part of the community.
Site selection is a critical step when opening a Perkins franchise. The right spot often makes all the difference. Fortunately, franchise owners don’t navigate that process alone. Perkins provides dedicated real estate support that helps franchisees evaluate markets and analyze potential sites to secure locations that set them up for success.
Why Does Location Matter So Much in the Restaurant Business?
Restaurants are different from many other types of businesses, because you can’t rely entirely on customers seeking you out. To paraphrase a certain undersea princess, “You need to be where the people are.”
Think about restaurants you visit most often. They’re probably convenient, easy to see and accessible from the road, and are located near places you already go: grocery stores, shopping centers, or work.
Successful restaurant locations often share the following:
- Good visibility
- Easy access for drivers and walkers
- Plenty of parking
- Nearby neighborhoods
- Neighboring businesses
Once those pieces line up, customers typically find you naturally. That’s especially true for fast-casual restaurants like Perkins Griddle & Go. This express cafe concept fits neatly into many existing commercial footprints where people already work and shop.
What Do Franchise Teams Look for When Choosing a Site?
Finding the right location involves more than looking for a busy intersection or empty building. There’s lots of data involved, especially when it comes to understanding how people in a particular area live, work, and dine.
Who lives nearby?
Demographic research helps determine if an area has the right mix of households, income levels, and population growth to support a new restaurant. Brands like Perkins — known for a welcoming family dining experience — succeed in markets with strong residential communities and steady local activity.
Can people see your restaurant?
A restaurant can serve amazing food, but if no one notices, it may struggle to build awareness. Developers look closely at traffic patterns for major roadways and intersections, commuter routes, nearby retail, and overall vehicle counts. Higher traffic areas often mean more potential guests to see your sign and storefront.
Who are your neighbors?
Co-tenancy, or the businesses located near your location, is a big driver of visibility and traffic. Restaurants typically benefit from being close to places that people already visit, like grocery stores, hotels, entertainment venues, and office buildings. That’s especially true for restaurants that serve multiple day-parts. You might serve breakfast to early risers, lunch to office workers, and dinner to families after soccer practice.
How Does Territory Analysis Help Franchise Owners?
Even before narrowing in on specific properties, franchise brands often start by looking at entire markets. This territory analysis process helps identify cities or neighborhoods where a restaurant concept is most likely to succeed. As part of their analysis, planning teams look at things like
- Population trends
- Competition from similar restaurants
- Economic activity in the area
- Long-term growth projections
By studying these factors first, brands can help franchise owners focus on markets with strong potential instead of playing guessing games about where to open.
Opening a restaurant involves a lot of moving pieces. Commercial real estate can be one of the most complex parts of the process.
Perkins works closely with franchise owners during site selection. The brand’s real estate team helps guide franchisees through the process every step of the way. That includes:
- Identifying promising markets
- Reviewing potential restaurant sites
- Analyzing traffic and demographics
- Helping negotiate lease terms
- Working with developers and landlords
Peter Ortiz, the Chief Development Officer at Perkins, puts it this way: “Finding the right location is one of the most important decisions a franchise owner will make. Our team gives you experienced guidance and access to detailed market insights to make informed decisions about where to open your restaurant.”
Building Long-Term Success Starts with the Right Location
When people think about opening a restaurant, they might focus on the menu, atmosphere, or even the brand itself. But behind the scenes, real estate strategy plays a huge role in long-term success.
Strong franchises often leverage several important elements like convenience, demographics, and thoughtful territory choices. When those pieces come together, they create an environment where a restaurant can really thrive.
For Perkins franchise owners, finding that location is easier thanks to a team with experience in restaurant development and market analysis.
If you want to learn more about bringing a Perkins franchise to your town or market (and how the brand supports franchisees from start to finish), request more information today.