Decision model to locate a franchisee applied to a fast-food restaurant

This paper proposes and develops a decision model that allows fast-food restaurants to be located in urban areas. This decision model starts by preselecting a city as the study area, calculates the centre of gravity of the points of interest that positively affect the restaurant’s demand in the busiest thoroughfares and runs an analytic hierarchy process (AHP) to evaluate the location alternatives. Finally, it selects the most appropriate alternative for this type of restaurant in the chosen city. The proposed methodology has been applied and validated in a real case study and compared with alternative approaches.