Site Acquisition Strategies That Give Your Brand a Competitive Edge

by Alex Deitch

Laying the Groundwork for Your Brand’s Growth

In commercial real estate (CRE), the old adage “location, location, location” still rings true. For growing franchise brands, the difference between a thriving store and a struggling one often comes down to a well‑executed site acquisition strategy. Alex Deitch, founder of Falcon Realty Partners, has spent years helping franchise operators, developers and investors identify and secure properties across more than 26 states. His firm, based in metro Atlanta but active nationwide, specializes in blending data‑driven insights with on‑the‑ground expertise to give franchise brands a competitive edge. In this blog post we will explore how Alex approaches site selection, highlight trends reshaping CRE, and examine specific requirements of major brands like Chipotle, Starbucks, Panera Bread and Arby’s. Whether you’re a franchisor exploring expansion or an investor seeking stable returns, understanding these strategies will help you build a winning real estate roadmap.

Why Site Acquisition Matters for Franchise Brands

A franchise’s success hinges on visibility, accessibility, and the ability to meet customer demand. Growing chains cannot rely on intuition alone, smart site acquisition is a strategic process. Successful site selection starts with clearly defined criteria, including geographic requirements, demographic considerations and physical space needs. By understanding target customers and operational requirements upfront, brands can avoid expensive missteps. Conversely, poor location decisions lead to empty seats, cannibalized sales from existing stores and sunk capital.

Competition for prime sites is fierce. Quick‑service restaurants (QSRs), coffee chains and fast‑casual concepts are all vying for high‑traffic corners with ample parking and drive‑thru access. Landlords are choosy, and local zoning restrictions can limit what type of business can operate in a given location. Therefore, having a data‑driven, repeatable process for site evaluation, coupled with local market knowledge and relationships, gives franchisors the power to act quickly when opportunities arise.

A Step‑By‑Step Guide to Modern Site Selection

1. Define Criteria Up Front

Before beginning a search, brands should identify their must‑haves:

• Geographic requirements: decide on trade areas, commuter corridors, or proximity to complementary businesses. Understanding whether your concept performs best in urban cores, suburban corridors or highway locations narrows the search.

• Demographics: analyze population density, income levels, age distribution and lifestyle preferences of prospective customers. A higher median income may be essential for premium brands like Starbucks, while family‑oriented concepts may look for suburbs with high home ownership.

• Physical space: specify square footage, ceiling heights, parking needs and building type (freestanding vs. inline). Some brands require patios or drive‑thrus, while others are content with urban storefronts.

Defining these parameters ensures that the real estate team filters out unsuitable properties early and focuses resources on promising options.

2. Conduct Market Analysis and Research

The next phase involves analyzing market conditions. Modern CRE professionals must examine economic indicators, population growth, competitive saturation and traffic patterns. Questions to ask include: Is there unmet demand for our product in this trade area?; How many competitors are nearby?; What are the peak traffic flows along adjacent roads?  Understanding both vehicular and pedestrian traffic, including seasonal and daily variations, informs design decisions such as whether a drive‑thru is feasible or if patio seating is vital. We discuss tools to help with these strategies in our Medium article, 5 Key Tools Top Retail Experts Use to Evaluate Prime Locations.

Market analysis also involves evaluating the competitive landscape to understand positioning opportunities. For example, QSRs often cluster near big‑box retailers or grocery‑anchored shopping centers because these destinations generate cross‑shopping foot traffic. Additionally, analyzing consumer psychographics, lifestyle preferences and spending habits, helps brands align their concept with neighborhood.

3. Leverage GIS and Location Intelligence

Technology has revolutionized site selection. Geographic information systems (GIS) allow brokers to overlay multiple data layers—demographics, foot traffic, competitor locations and zoning—on a map and visualize patterns that aren’t obvious in spreadsheets.

GIS platforms streamline property and land searches, enabling CRE professionals to access property boundaries, zoning regulations and demographic data on demand. Advanced analytics tools can even simulate future scenarios and assess the long‑term viability of a site.

Location intelligence extends beyond static maps. The article “How Location Data Is Changing CRE” notes that mobile location data, derived from smartphones, provides unprecedented insight into consumer movements. By geofencing areas around potential sites, real estate teams can analyze how people move throughout the day, identify popular corridors and assess competition. Integrating mobile data with demographics and social media activity allows franchisors to build comprehensive analyses, identify underserved markets and refine expansion strategies. While this technology cannot replace local expertise, it offers powerful, anonymized insights when used responsibly.

4. Identify and Evaluate Sites

With a clear market picture, the search begins. Initial site screening involves evaluating dozens of properties against established criteria. GIS mapping quickly highlights sites with favorable demographics and traffic flows, while eliminating those that fail to meet basic requirements. Building relationships with property owners is crucial; oftentimes a broker’s network provides access to off‑market opportunities.

During evaluation, consider:

• Visibility and access: is the site easily seen from major roads? Does it offer convenient ingress/egress and multiple access points? Brands like Starbucks prioritize being on the morning commute side of traffic.

• Parking: ensure there is adequate parking relative to store size. A good rule of thumb is three square feet of parking for every square foot of store space. Starbucks requires approximately 20 dedicated spaces with separation from drive‑thru lines.

• Competition and co‑tenancy: evaluate both direct competitors and complementary businesses. Proximity to grocery anchors or big‑box retailers can drive synergy.

5. Perform Due Diligence and Financial Analysis

Before finalizing a site, thorough due diligence protects your investment. This includes zoning and regulatory reviews, ensuring the intended use is permissible and evaluating potential changes that might affect operations. Financial analysis compares lease vs. purchase options, factoring in development costs, operational expenses, property taxes and potential incentives. Environmental assessments are vital to identify issues like soil contamination or flood risk.

6. Assess Risk and Plan for the Future

Site selection isn’t just about today; it’s about long‑term success. Successful brands conduct risk assessments to understand how economic conditions, demographic shifts and consumer behaviors might impact a location. Building flexibility into leases and ensuring sites can adapt to new formats (e.g., adding pick‑up windows or drive‑thru lanes) helps future‑proof investments. Ongoing market monitoring, including tracking new developments and demographic changes, allows brands to stay ahead of the curve.

Strategic site selection begins with identifying high-potential locations, turning data into opportunities for brand growth and expansion.

Brand‑Specific Site Criteria: Lessons from Leading Chains

Examining how major QSR and fast‑casual brands approach site selection offers valuable lessons for any franchisor.

Chipotle Mexican Grill

Chipotle is an example of a fast‑casual brand with a loyal following and strong digital order volume. Key site criteria in most cases include:

• Size: 1,000 to 2,800 square feet; patio seating is preferred. Freestanding buildings of 2,000–2,500 square feet with at least 25 feet of frontage are ideal.

• Property types: shopping centers, urban storefronts, end caps or pads.

• Zoning and build‑out: must accommodate restaurant use and liquor licenses; exterior design must allow standard signage and strong visibility.

• Demographics: target urban and suburban trade areas with strong residential and daytime populations; proximity to universities, offices, hospitals and recreation facilities is valued.

Chipotle remains a company‑owned brand (not franchised) and is aggressively expanding, planning hundreds of new stores annually according to forbes.com. Their site selection underscores the importance of accessible, high‑traffic locations with adequate patio and parking for mobile‑order pick‑up.

Starbucks

As a premium coffee brand, Starbucks has refined its real estate playbook over decades. Notable elements include:

• Demographics: median household income of roughly $60,000 or higher is needed to support premium pricing.

• Employment districts: locations near office concentrations capture consistent morning coffee customers.

• Visibility and access: sites should have multiple ingress/egress points and be on the morning commute side of traffic.

• Parking: 20 dedicated parking spaces with a separation between the drive‑thru and parking areas.

• Size and design: stores range from 1,500–2,000 square feet (requiring about ½ to 1 acre for new construction), with enough seating and merchandise space.

Starbucks’ emphasis on demographics, accessibility and drive‑thru efficiency illustrates how careful site selection supports brand promises of convenience and premium service.

Panera Bread

Panera is a fast‑casual bakery-café known for soups and sandwiches. Their site selection criteria highlight the importance of co‑tenancy and ample seating:

• Size: around 4,250 square feet plus outdoor patio space.

• Location type: freestanding buildings or end caps, ideally with a drive‑thru; adjacent to big‑box retailers, regional anchors, colleges hospitals.

• Access: sites should offer signalized ingress and egress from major arterial roads, in trade areas with strong weekday and weekend activity.

• Parking: ~70 dedicated spaces for freestanding units or 150 shared spaces; dedicated pick‑up stalls for digital orders and interior seating for 110–125 guests.

• Demographics: 1‑mile population of at least 10,000 and 2‑mile population of 30,000+, with median household incomes above $50,000. High percentages of college graduates and traffic counts around 25,000 vehicles per day are also preferred.

Panera’s criteria reveal how drive‑thrus, ample parking and strong trade-area demographics have become critical for dine‑in and take‑out hybrid concepts.

Arby’s

Arby’s is a quick‑service chain specializing in roast beef sandwiches. Their site selection emphasizes visibility, convenience and market demand:

• Visibility and drive‑thru orientation: restaurants need to be easily visible from high‑traffic areas; drive‑thru windows must be positioned for smooth traffic flow.

• Market demand and demographics: target high‑population areas with diverse household types; avoid markets saturated with competing QSRs.

• Costs and revenue projections: Arby’s weighs the costs of leasing, acquisition and renovation against revenue projections to ensure long‑term profitability.

• Size and format: typical restaurants average around 3,000 square feet, with newer freestanding designs near 2,000 square feet; non‑traditional locations include inline urban sites, travel plazas, airports and college campuses.

Arby’s approach highlights the importance of balancing visibility and access with careful cost analysis and flexibility in design to capture unique traffic streams.

Harnessing Technology for a Competitive Edge

GIS and Predictive Analytics

GIS tools not only overlay demographics and traffic counts but also allow predictive modeling. GIS platforms can simulate future scenarios to help investors and developers assess long‑term viability. Starbucks and Dunkin’ Donuts both increased performance and profitability by using GIS to select store locations. These tools combine population density, foot traffic statistics, competitor locations, income levels, local traffic patterns and public transportation hubs to deliver a holistic view of site potential.

Mobile Location Data

Mobile location data introduces a dynamic dimension to site selection. Geofencing allows franchisors to draw digital boundaries around potential sites and measure actual customer movements. This reveals irregularly shaped trade areas and helps identify how people move throughout different times of the day or week. By combining this data with demographic and social media information, brands can accurately pinpoint underserved markets, assess competition and adjust expansion plans.

AI‑Driven Platforms

AI and automation are accelerating site analysis. These days, we're using sophisticated models to forecast sales, understand demographics and identify potential challenges before signing a lease. Placer.ai, as we've discussed before, is an incredible tool for this purpose. Platforms like this one integrate real‑time data streams like demographics, foot traffic, consumer spending and psychographics to build a comprehensive picture of site potential. AI agents can evaluate hundreds of potential sites simultaneously, performing whitespace analysis to find untapped markets and conducting cannibalization risk assessments to ensure new stores don’t steal sales from existing units.

Balancing Technology and Local Knowledge

Although technology empowers decision‑making, it doesn’t replace the need for human expertise. Mobile data can’t fully account for local nuances like community sentiment, upcoming infrastructure projects or municipal politics. Seasoned brokers like Alex Deitch possess relationships with property owners, municipal officials and other stakeholders that often determine whether a deal succeeds. Combining data insights with boots‑on‑the‑ground intelligence creates a powerful synergy.

Building Your Competitive Edge with Falcon Realty Partners

Falcon Realty Partners operates at the intersection of data, relationships and strategic vision. Here’s how Alex’s firm helps franchise brands stay ahead:

1. Nationwide Reach with Local Expertise: With projects spanning more than 26 states, Falcon Realty Partners leverages deep knowledge of regional markets—from Atlanta’s bustling suburbs to emerging Midwestern cities. This geographic diversity helps clients identify growth corridors and replicate success across markets.
   

2. Customized Search Criteria: Alex works closely with franchisors to define criteria tailored to their concept. Whether a coffee chain needs drive‑thru efficiency or a bakery‑café requires heavy daytime population, the search process is personalized to maximize success.
   

3. Data‑Driven Analysis: The firm uses GIS, mobile location data and proprietary research to evaluate demographic trends, foot traffic and competitive dynamics. This allows clients to see beyond the surface and make informed decisions.
   

4. Access to Off‑Market Opportunities: Through long‑standing relationships with landowners, developers and franchise operators, Falcon Realty Partners frequently identifies sites before they hit the open market. This early access provides clients a first‑mover advantage.
   

5. Comprehensive Due Diligence and Risk Mitigation: Beyond finding a site, Alex and his team evaluate zoning, environmental concerns, financial models and long‑term viability. This holistic approach reduces risks and ensures that the chosen location aligns with the franchise’s growth plan.
   

6. Ongoing Support: Site acquisition is not a one‑and‑done exercise. Falcon Realty Partners monitors evolving market conditions, demographic shifts and regulatory changes to help clients adapt and seize new opportunities

Your Competitive Edge Starts Here

Site acquisition is both an art and a science. The science involves harnessing technology, GIS, mobile location data and AI, to analyze demographics, foot traffic, competition and costs. The art lies in interpreting these insights, understanding local nuances and building relationships that unlock opportunities. Major franchises like Chipotle, Starbucks, Panera and Arby’s illustrate how brand‑specific criteria must be blended with data to create a winning strategy. Alex Deitch and Falcon Realty Partners exemplify how a nationwide broker can deliver this balanced approach, helping franchise brands secure prime sites, mitigate risks and build sustained competitive advantage.

In an era where real estate decisions can make or break a brand, partnering with an experienced advisor who blends data with practical wisdom is invaluable. Whether you’re planning your first unit or expanding across multiple states, adopting a disciplined, technology‑enabled site acquisition strategy will position your brand for long‑term success.

Contact Alex Deitch at Falcon Realty Partners for details and to engage a broker-developer who delivers repeatable, scalable results across 26+ states.

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Alex Deitch serves as the Managing Partner of Falcon Realty Partners, based in Atlanta, GA. With more than two decades of experience in commercial real estate, he has spearheaded the development of hundreds of properties across the country. At Falcon, he leads the firm’s operations, expansion efforts, and acquisition strategy.