How Important is Location to a Successful Frozen Custard Franchise?

Who doesn't like frozen custard? If you're like millions of Americans, you'll agree that not only is a cold and tasty treat enjoyable (especially on a hot summer's day), but the experience of purchasing it at your favorite local frozen custard shop is just as much a part of the fun. Getting the family together to go get frozen custard—whether in the car or just by walking through the neighborhood—is a summer tradition, and many fans of a particular frozen custard don't mind traveling to get their favorite treat.

However, that doesn't make location any less important. The right location can mean big success or big failure, because a successful frozen custard franchise relies not just on its regular customers, but also potential new customers who can easily find your franchise due to its prominent location.

The Popularity of a Franchise Name vs. Location

A well known, popular franchise name will only garner you so many customers if your location is out of the way, or in an undesirable area. Unfortunately, you cannot just open up an frozen custard franchise and expect loads of customers simply because of the name.

That being said, a franchise still offers particular benefits over unknown frozen custard shops, including support and training to help you achieve success. Some franchise companies also help you choose a location or offer you a previously purchased space.

However, regardless of whether you need to find a location yourself or if one has already been chosen for you, it would be prudent to do some initial research on your own to ensure that the location is optimal.

Tips for Finding a Good Location

It can be helpful to consult with a real estate broker who is familiar with the area, as they can best tell you about the area demographics and the street traffic. Come up with a list of questions to ask about the location, so that you can compare all its potential good and bad aspects. This will help you make a more informed decision.

Think about your own experience when visiting ice cream parlors or similar establishments, so that you can remember what made the location a good one. Here are a few good questions you should ask yourself:

  • Is it always crowded?
  • Is there enough parking?
  • Is it easy to find?
  • Can families walk or bicycle to it?
  • Is it near other popular stores and eateries that are open during the same hours you plan to be open (thereby increasing foot traffic)?
  • Is it near an area where there are lots of families?
  • Is it near a school?
  • Is there an area for people to gather outside to enjoy their ice cream?

Don't be afraid to visit other ice cream franchises or mom-and-pop shops to see how well they perform and what are the successful elements of their location. Once you think you've found a good location, you'll be well on your way to running a successful dessert franchise.

Josh Stewart

Josh is the Chief Creative / Partner at Hook Creative.