How to Find the Best Franchise Location With Jonathan Hill

Retail site selection serves as a foundational element for franchise success, requiring a strategic approach that balances brand requirements with current market realities. The industry currently faces a decade-long deficit in retail inventory, forcing franchisees to remain agile and flexible with their site criteria. Effective site selection relies on fact-based guidance rather than opinion, utilizing advanced mobility data and proprietary technology to predict location success. Key negotiation points, such as Letters of Intent (LOIs), personal guarantees, and lease assignment clauses, demand careful handling to protect franchisee interests while satisfying landlord underwriting standards. Jonathan Hill of Morrow Hill emphasizes that moving away from traditional master broker models toward dedicated client teams allows franchisors to foster better communication, ensure consistent brand representation, and secure more favorable lease terms in a highly competitive, landlord-dominated market.