---
title: "Nontraditional Locations and Unprecedented Service"
url: https://burnaze.com/article/e294b41c-d221-4d95-9759-43d121c91202
source: "Franchising.com"
original_url: https://www.franchising.com/articles/nontraditional_locations_and_unprecedented_service.html
author: "Kerry Pipes"
category: "Franchise Industry"
industry: "Franchise Industry"
topics: ["Development & multi-unit"]
published: 2024-07-14T07:00:00.000Z
modified: 2026-10-31T18:40:18.926Z
image: https://imgs.franchising.com/art/articles/8616_plate.jpg
---

# Nontraditional Locations and Unprecedented Service

**TL;DR:** Franchise brands are exploring nontraditional locations and focusing on enhancing customer experience to build loyalty. Executives from various brands share their strategies and results on experimenting with nontraditional locations and redefining customer service.

*By Kerry Pipes, originally published in Franchising.com on 2024-07-14. [Read the original](https://www.franchising.com/articles/nontraditional_locations_and_unprecedented_service.html).*

## Story

From airports to food trucks (and, it seems, just about everywhere in between), franchise brands are looking high and low to identify nontraditional locations that can carry out the brand’s promise. At the same time, franchise brands are more focused than ever on taking their customer experience to the next level, enhancing the journey so that customers join the loyal ranks of raving fans. These are both hot topics in franchising right now, so we decided to dig in to discover what strategies are working and what kinds of results franchisors are getting.

Our Managing Editor M. Scott Morris connected with executives from several brands, querying them about their brands’ strategies and the risks and rewards of experimenting with nontraditional locations. You may be familiar with nontraditional sites like airports and universities, but franchisors are also turning to movie theaters, travel centers, military bases, and beyond.

There are, of course, pros and cons to trying out nontraditional locations, but when they work, franchisors say, there’s a rewarding ROI. It’s hard to believe, but there was a time when saying, “Can I help you?” and “Thank you,” were enough to pass for good customer service.

While proficiency and friendliness remain important, meeting customer expectations has become significantly more complex. Our Colleen McMillar spoke with executives at three distinct brands about how they are defining, and redefining, the customer experience. Today’s successful companies need to go beyond the basics to truly understand their customers, anticipate their needs, and tailor communication across multiple channels.

Perhaps most importantly, they must foster a sense of value for their guests. The reason is simple: Loyalty is no longer a given. Brands that consistently exceed expectations and make customers feel valued are the ones that will thrive.

The inspiring story by Helen Bond celebrates the franchising community as it opens the way forward for the next generation of franchisors and franchisees.

## Entities

- Franchising.com (publication)
- franchise growth (topic)
- Multi-Unit (sector)
- Kerry Pipes (person)
- customer experience (topic)
- M. Scott Morris (person)
- brand loyalty (topic)
- Helen Bond (person)
- non-traditional locations (topic)
- Colleen McMillar (person)

---
Originally reported by Kerry Pipes, Franchising.com (https://www.franchising.com/articles/nontraditional_locations_and_unprecedented_service.html). Summarized by Burnaze (https://burnaze.com/article/e294b41c-d221-4d95-9759-43d121c91202).