The Market Accessibility Index measures how convenient and realistic it is for customers to reach a franchise location. Unlike simple radius mapping, this metric analyzes:
road connectivity
drive-time patterns
traffic constraints
natural and manmade barriers (bridges, rivers, tolls, rail lines)
neighborhood segmentation
retail corridor strength
commuter flows
POI clusters
Accessibility is one of the strongest predictors of a unit’s revenue potential and trade area shape.
Even in markets with high population, income or strong demographics, poor accessibility kills performance.
This metric helps franchisors evaluate:
whether a proposed site is realistically reachable
which neighborhoods feed into the trade area
expected customer visit frequency
competition for visibility and convenience
territory boundaries tied to drive patterns
infill opportunities in congested corridors
A highly accessible location often outperforms higher-income but poorly connected sites.
Franchisors rely on accessibility analysis for:
Determining whether customers can reach the site without friction.
Accessibility often defines the true market boundary more than arbitrary radius lines.
Cities with better accessibility often support more units.
Understanding where customer catchments overlap.
Drive-time behavior dictates footfall and order volume.
GIS tools integrate:
drive time polygons
isochrone modeling
average speed profiles
congestion heat maps
POI traffic strength
These layers create a “real-world” accessibility score that guides territory and site strategy.
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Last updated: November 26, 2025
