Franchising has always thrived on consistency—standardized menus, brand identity, and operational procedures. But in today’s fast-moving world, growth isn’t confined to the four walls of a traditional retail strip or freestanding location. Increasingly, brands are finding success in non-traditional venues like college campuses, airports, malls, hospitals, and even stadiums.
These locations bring their own opportunities—and challenges. The key is understanding how to blend them into your overall franchise system so they complement, rather than compete with, traditional territories. Let’s unpack how smart franchisors are expanding beyond the box. 📦➡️🌎
Non-traditional outlets aren’t just about visibility—they’re about access.
âś… College Campuses: A captive audience of young consumers looking for convenience. Perfect for quick-service food, coffee, fitness concepts, and essential services.
✅ Airports: High foot traffic, diverse customer base, and the “I’ll buy it now because I may never be back here” mindset.
âś… Malls & Retail Centers: Though traditional malls have changed, they remain hubs for experiential retail and impulse purchases.
âś… Hospitals, Stadiums, and Military Bases: Environments with built-in demand, limited competition, and loyal communities.
đź’ˇ Non-traditional venues act as brand amplifiers. They drive awareness in high-visibility settings and often introduce the brand to customers who later seek it out in traditional markets.
Here’s where it gets interesting. Non-traditional outlets don’t always fit neatly into territory definitions includes in disclosures and franchise agreements. That will create tension—unless franchisors plan for non-traditional outlets early and establish clear policies.
Carve-Out Clauses ✍️
Franchise disclosure documents and franchise agreements can provide franchisees with territory protections, while excluding non-traditional locations, like airports, campuses, and similar venues. This ensures franchisors can place units in those locations without encroachment claims.
System-Wide Addendums đź“‘
Brands sometimes roll out policy statements or addendums when entering non-traditional growth. These clarify rights system-wide, ensuring transparency and consistency.
Hybrid Territory Models 🔄
Some franchisors allow franchisees the right of first refusal for nearby non-traditional opportunities. Others treat them as completely separate categories of development.
đź’ˇ Tip: Always consult legal counsel before adjusting territory strategy or drafting agreements. As miscommunication can amplify issues and overly vague carve-outs can lead to disputes later.
Expanding into airports, campuses, and malls isn’t just about squeezing out more revenue—it’s about strategic brand positioning and strengthening the franchise system as a whole. Non-traditional venues allow franchisors to reach untapped audiences, diversify their presence, and test innovative formats that can ripple value across the entire network.
One of the biggest concerns when rolling out additional franchise units is the risk of territory overlap and sales cannibalization. Traditional brick-and-mortar outlets often rely on proximity to drive foot traffic, which means a new unit can sometimes eat into the sales of an existing one.
Non-traditional locations are different. An airport kiosk serves passengers in transit—a completely separate customer base than the local population served by nearby stores. A mall unit may attract weekend shoppers who wouldn’t necessarily visit a street-front location. A campus coffee cart doesn’t compete with suburban stores; it’s addressing the daily routines of students and staff.
This dynamic allows franchisors to layer in incremental sales while keeping existing franchisees happy. By design, non-traditional units plug into new pockets of demand without disrupting the flow of business in established territories.
Visibility is a currency in franchising, and non-traditional outlets can deliver it at scale. A single campus coffee cart might expose thousands of students to your brand daily—many of whom may later become loyal customers once they graduate and enter new markets.
Airports, in particular, offer unmatched brand exposure. Millions of travelers pass through annually, representing a diverse and constantly rotating audience. Even if travelers don’t make a purchase, simply seeing your brand logo during their journey builds awareness. For some concepts, this is the ultimate billboard effect: high-traffic visibility with the added upside of direct sales.
Malls operate similarly. In many regions, malls function as gathering places, particularly for families and younger demographics. A well-placed kiosk or store doesn’t just drive sales—it embeds the brand into the lifestyle of a community.
Non-traditional venues often demand leaner, more agile operations. Smaller footprints, tighter menus, and simplified staffing requirements are the norm. While these constraints can seem limiting, they actually serve as powerful testing environments.
For example, a restaurant brand might trial a pared-down menu in an airport setting to see which core items resonate most with customers. A retail franchise might experiment with a pop-up or kiosk version of its concept in a mall to gauge demand before committing to larger stores.
These “micro-formats” are lower-risk ways to validate innovation. If successful, they can be scaled into traditional locations or replicated in similar non-traditional spaces. If they struggle, the learnings still provide valuable insight without the overhead of a failed full-scale launch.
The benefits of non-traditional locations don’t stay confined to the units themselves—they flow outward and strengthen the system as a whole.
Brand Equity Boost: When customers see your concept in multiple environments (airport + local town + mall), it reinforces credibility and ubiquity.
Franchisee Morale: Franchisees benefit when the brand becomes more recognizable. Even if they don’t own a non-traditional outlet, they enjoy stronger customer awareness in their traditional territory.
System-Wide Demand: Exposure in high-traffic venues can spark interest from potential franchisees and even attract inquiries from new markets.
When executed thoughtfully, these outlets operate as strategic ambassadors for the brand. The “rising tide lifts all boats” effect applies: what strengthens visibility and credibility in one location translates into stronger performance across the network.
Expanding into non-traditional spaces isn’t without risk.
Higher Rent & Revenue Share: Airports, campuses and malls often take a percentage of sales.
Operational Constraints: Limited space, shorter lease terms, and stricter landlord rules.
Payment Delays: On college campuses, sales often run through campus spending or meal card systems. While convenient for students, this can mean franchisors and franchisees wait on the back end for reimbursement—sometimes on net 30, 60, or even 90-day payment cycles.
Territory Disputes: Poorly drafted carve-outs can lead to friction with franchisees.
Staffing & Hours: A college campus location may thrive during semesters but slow during breaks. An airport or mall may require you to open early or close later.
Franchisors should weigh these risks and structure agreements, training, and support accordingly.
The most successful franchise systems will be those that embrace hybrid growth models—balancing the tried-and-true with innovative formats.
Traditional territories remain the backbone.
Non-traditional locations become the amplifiers.
Technology platforms like Zors tie it all together.
Franchise brands that set clear policies, provide transparency to franchisees, and harness the right mapping tools will turn these unconventional venues into sustainable engines of growth.
Non-traditional locations aren't just “add-ons”—they’re part of the modern franchise DNA. When managed strategically, they expand reach, increase revenue, and build brand loyalty without undermining traditional territories.
With Zors, franchisors don’t just grow beyond the box. They do it with clarity, fairness, and precision.
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