Several factors can influence sales in franchise businesses across various industries. If you are considering which franchise to invest in, you have the advantage of observing existing locations for a glimpse at what your location could eventually look like.

This insight is among several benefits that come with investing in a franchise. Franchisees often have much of the uncertainty associated with starting a new business removed from the get-go. Instead of going through the trial-and-error phases that many startups face, franchisees can leverage a proven business model and the support of their franchisor.

For example, many franchisors assist with site selection, construction, and design, often replicating an established layout that streamlines the transition from construction to grand opening. Therefore, investing in a franchise business that pays extra attention to the design of its locations can be beneficial, as it can help set you up for success from the very start.

Below, we outline some of the ways a location’s layout can impact sales and how you can either look for these elements before investing in a franchise or potentially apply them to your existing business. While the industry you are in can influence layout specifics, there are several general concepts to consider, including:

DIFFERENT AREAS IN YOUR STORE CAN IMPACT THE CUSTOMER EXPERIENCE

A store can include several zones or specific areas, all of which can influence how customers shop and their overall experience.

THE DECOMPRESSION ZONE

When customers enter through the doors of your franchise location, they are within a decompression zone, also known as a transition area. This space, typically located five to 15 feet from the entrance, allows customers to adjust to their new environment and decide on their next steps within your store. During this time, they may not fully consider the products around them (if the store is a retailer).

Your franchise location should ideally keep the entrance area open to help customers transition from the outside to the inside smoothly. This space shouldn’t be cluttered with products or signage, especially high-ticket or premium items, as customers may overlook them, leading to missed sales opportunities.

If your franchise requires a front desk area, particularly in a service-oriented business model, it should be positioned near the store entrance. This placement allows a team member to greet customers as soon as they enter, helping them transition into “customer mode” and creating a positive first impression.

THE POWER WALL

90% of North American shoppers immediately turn right when they enter a store, making this area extremely important in determining which products and/or signage should be displayed. Some may adjust their layout to emphasize this space and display products or signs, as this is where many customers will naturally focus their attention.

GRID, LOOP, FREE-FLOW & HERRINGBONE STORE LAYOUTS

How customers shop in your franchise location can impact their overall experience, which can impact sales, as research indicates that 43% consumers would pay more for greater convenience, 42% would pay more to have a friendly, welcoming experience, and 65% cite a positive experience with a brand as more influential than advertising.

Here are four common store layouts that can impact how a customer experiences your franchise location:

  • Grid-store layout: One way to think of this layout is by imagining a bar graph, with the bars representing long, straight aisles. This layout features designated aisles that allow customers to move up and down the store, and you’ll commonly find it in stores with a large amount of merchandise, such as grocery stores. One benefit of this layout is that it makes navigation easier for customers, as items are well-organized.
  • Loop-store layout: Also referred to as a racetrack, this layout allows customers to make a loop around the store while viewing various areas and departments within the space. Products can be displayed in the center or along the walls of the store. A benefit of this layout is that it exposes customers to a wider range of products, which can potentially increase sales.
  • Free-flow store layout: As the name suggests, this layout lets customers move in any direction they want around the store. There are no designated aisles, and products are typically displayed in an open, less rigid manner. This layout is ideal for small spaces, often found in boutique-style stores, and encourages longer visits as customers can explore more and at their own pace.
  • Herringbone-store layout: Resembling a fish bone, this layout features displays and smaller aisles angled in a way that allows customers to navigate up and down a central aisle while branching off to smaller areas. This can be effective for smaller and/or narrow spaces, providing greater product exposure, which is beneficial for sales.

Many franchisors establish a standard store design and layout with specific fixtures and displays. While franchisees may not be able to make significant changes, it is something to consider when researching franchise brands.

DISPLAYING CONSISTENT BRANDING IS AN IMPORTANT WAY TO GENERATE CONSUMER TRUST

A significant advantage of becoming a franchisee is the established branding and brand recognition that comes with your investment. Consistent branding is a crucial way to help establish a reputation within an industry and foster consumer trust, especially as it can result in a 33% increase in revenue.

It can be particularly important to have a franchise layout that incorporates branded elements, especially in key areas such as the entrance, as this can reinforce the brand familiarity that customers have developed or heard about. Whether displayed as an accent wall featuring the franchise’s logo or signage around the store, these elements can create an experience that strengthens customer trust. This trust is crucial when it comes to sales, as nine in ten adult consumers globally cite it as a key consideration when purchasing from a brand.

HOW DOGTOPIA HAS OPTIMIZED STORE LAYOUTS

At Dogtopia, optimizing space for our doggy daycare play areas is essential. In 2024, we introduced a brand-new store design that provides more playroom space than our previous layouts. This new layout resulted in a lower build out cost,  also also increases revenue by allowing them to accommodate more dogs.

Learn more about our redesign here:

All our locations feature strong branding elements, including the Dogtopia logo and brand colors. Since we operate as a service-based franchise, our lobby space remains open and minimal, featuring a front desk that allows us to focus on our customers and their dogs. The remaining square footage is dedicated entirely to our pups for dog daycare, boarding and spa services.

For more than 20 years, Dogtopia has been the leader in the pet industry and continues to raise the bar for what it means to run a safe, modern and clean dog daycare. If you are interested in bringing a Dogtopia to your neighborhood, please complete our online inquiry form. You can also visit our support page to learn about what to expect as a franchisee, as well as our differentiators page to see what sets Dogtopia apart.

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