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As a potential franchisee, one of the most critical decisions you will make is selecting the right location for your specialty coffee drive-thru. The right spot can significantly impact your business's success, attracting a steady stream of customers and ensuring smooth operations. Here are some things to consider to help you make an informed choice.
Traffic Counts
The first factor to consider is traffic counts. Aim for locations with a minimum of 15,000 vehicles per day (VPD). Proper traffic volumes increase the visibility of your coffee shop and the likelihood of attracting passing customers. Additionally, being on the correct side of the road for morning traffic is crucial. Morning commuters are more likely to make a quick stop for their coffee if they don’t have to cross heavy traffic.
Accessibility
Accessibility is paramount for a coffee drive-thru. Consider the following:
- Ingress and Egress: Ensure cars can make easy turns into and out of the entrance. Sites with simple right-in, right-out access are ideal. Whenever possible avoid locations with medians in the road, intersections that complicate entry and exit, or prohibitive traffic laws.
- Drive-Thru Accessibility: Evaluate how easy it is to enter the drive-thru lane from the entrance. Avoid sites in the middle of busy shopping centers where access can be congested and may be challenging.
- Speed of the Road: Roads with speeds under 40 MPH are ideal. Slower speeds allow drivers to make safe and controlled turns both in and out of your drive-thru.
Visibility
Visibility from the road is essential. Ensure that your coffee shop is not hidden by large trees or buildings. Prominent signage is also a must to attract attention and guide potential customers to your location.
Area Demographics
Understanding the local demographics will help you target your ideal customers. Look for areas with:
- Household Income: Aim for neighborhoods with at least $60,000 per year in household income, though this can vary by region.
- Target Audience: Target moms on the go, professionals, skilled workers, teen beans and little beans.
- Low Crime Rates: Safety is a significant concern for potential customers.
- Proximity to Key Locations: Being close to schools, hospitals, offices, and large retail centers can drive foot traffic to the walk-up window.
Cotenants
The presence of established brands nearby can boost your visibility and credibility. Look for areas with big-box brands such as Lowe’s, Home Depot, and popular grocery stores like Target, Whole Foods, Publix, and Walmart. Reputable quick-service restaurant (QSR) brands in the vicinity are also a plus.
Competitors
Don't shy away from competition. A location near other successful coffee shops can indicate a strong market for coffee. Look for areas where customers might be underserved, such as locations where existing coffee shops have difficult access or are on the wrong side of the road for morning traffic. Promote your specialty coffee, and the fact that you are a locally owned and operated business. This is unique from many other brands in the specialty coffee space.
Logistics
Work with your franchisor’s development team to ensure all necessary site characteristics are met to allow for both City or County permitting, and your successful operation of the business:
- Utilities: The site must have access to power, water, sewer, and internet.
- Land Footprint: The required land footprint is between 12,000 and 25,000 square feet.
- Building Footprint: The standard building footprint is 600 square feet.
By carefully considering these factors, you can choose a location that maximizes your coffee drive-thru’s potential for success. Remember, a well-chosen site can attract a steady flow of customers, enhance your brand's visibility, and ensure smooth operations, setting the foundation for a fun franchise business.