Franchise location scorecard: compare sites consistently

Define the customer visit

Describe who is expected to visit, at what time and for what purpose. A commuter purchase, planned appointment and family visit need different access and dwell-time conditions. Count relevant traffic rather than treating every passer-by as a potential transaction.

Check operational constraints first

List non-negotiable premises requirements such as usable space, deliveries, utilities and permitted activity, with specialist review where appropriate. Do not allow a high commercial score to conceal a constraint that prevents the proposed format from operating.

Weight and document the comparison

Choose criteria before viewing the final scores. Record the evidence date and confidence for rent, visibility, access and demand. Test whether the preferred site changes when uncertain assumptions receive less weight. The score is a discussion tool, not a sales forecast.

A worked research example

Illustrative approach: score three sites on the same five criteria, but mark an unresolved utilities survey as a gating question rather than awarding it an average score. A numerical total should not hide a potentially disqualifying unknown.

Evidence to gather

• Define the target visit and trading periods
• Verify premises constraints
• Use consistent criteria for each site
• Record evidence and unresolved gating questions