A View From The Top

Why Bun Mee CEO bets on non-traditional franchise models

Denise Tran, founder and CEO of Bun Mee, reveals how non-traditional venues have been such a success. The Bun Mee stores in the San Francisco International Airport grossed over $4.6 million and $3.6 million in sales in 2023, respectively, but also served as a marketing strategy.

Photo: Bun Mee

October 30, 2024 by Denise Tran — Founder and CEO of Bun Mee, Bun Mee

Like many industries, the concept of franchise development is constantly evolving. From malls and college campuses to sporting stadiums and office parks, strategic growth in non-traditional landscapes offers numerous opportunities. Non-traditional franchise models can drive unprecedented growth and brand awareness due to the increased likelihood of the location holding a massive captive audience at any given time.

By "captive audiences," I mean large groups of people gathered in one place for a set amount of time like a football game, concert or collegiate tailgate. They paid to be there, and they are excited. Typically, outside food and drink are prohibited at these kinds of venues, so visitors are likely to buy concessions, too. These large events attract high volumes of people from various backgrounds, socioeconomic statuses and even different states or countries, which is especially true for franchise locations in airports.

According to the Federal Aviation Administration, around 2.9 million people fly in and out of U.S. airports daily. Airports serve as a gateway to the city, making airport development key in raising brand awareness for not only local residents but tourists from all over the country. The non-traditional Bun Mee stores in the San Francisco International Airport grossed over $4.6 million and $3.6 million in sales in 2023, respectively In non-traditional settings, you not only reach your target audience but also build brand awareness among people who might never have encountered your brand otherwise. This approach casts a wide net, attracting new audience members of all kinds without compromising your brand's identity to appeal to others.

Customers are seeking higher-quality, diverse and ethnic foods in non-traditional venues rather than the typical hot dog or burger. Quick service doesn't have to mean low-quality or bad for you. People are starting to realize that food can be both fast and fueling. More people are looking for (and expecting) gourmet, artisan food to enjoy while waiting for their flight or watching an exciting football game. Non-traditional locations are highly coveted and therefore extremely competitive. Obtaining a lease is desirable and difficult, but if you are able to cut through the noise of other competitors, the financial and brand exposure opportunities are incredible. Captive audiences are hard to come by, which makes the financial aspect lucrative for a strong, high-performing brand.

Bun Mee offers a unique franchise opportunity in the fast casual dining sector featuring adaptable models perfect for high-traffic venues. Our flexible franchise options are designed for diverse settings, including airports, malls, stadiums and walkable urban and suburban neighborhoods. This versatility allows franchisees to choose models that best fit their local market dynamics and entrepreneurial goals, all while reaching must larger audiences. While non-traditional locations are unlikely to outnumber traditional franchise models anytime soon, they are still fantastic, cutting-edge opportunities to start a strong brand footprint in your local community.

About Denise Tran

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