Where Franchisors Are Looking to Grow Next: Columbus, Ohio

It’s a bellwether for presidential elections, but for many franchises, the state of Ohio — and specifically the city of Columbus — is also a geographically desirable place to establish a foothold. 

According to Mike Sebazco, vice president of operations for MOOYAH Burgers, Fries & Shakes*, the 87-unit “better burger” franchise, Columbus’ geographic location on the far eastern side of the Midwest will provide proximity to key markets in the Midwest, the Northeast and the growing Mid-Atlantic region.

“We’re already in Cleveland and doing really well there,” Sebazco said. “Besides the fact that Columbus is the biggest city in Ohio, it’s also a regional hub. Securing a foothold in Columbus will help parlay us into Toledo, Dayton, Cincinnati, Pittsburgh and Indianapolis, among others.”

Columbus is the 14th-largest city in the United States and was recently recognized as the fastest-growing metropolitan area in the Midwest, thanks to its diverse economy comprising retail, apparel and manufacturing industries.

“The geography in Columbus makes it simple for multi-unit operators,” said Sebazco. “It’s an ideal location for supply chain and distribution operations,” he added, noting Columbus is a 10-hour drive from almost 50% of U.S. markets.

Columbus is also a two-hour drive from Cincinnati airport, the sixth-largest air-cargo station in North America and home to Amazon Air’s first nationwide hub. The massive facility, which opened last month, will bring 2,000 jobs to the greater metropolitan area.

For MOOYAH and other franchises, Columbus’s demographics are yet another factor that make it attractive.

“There’s a certain quotient of expendable income that we look for, something that we see in our Orlando and Dallas markets,” he said. “Matching those up is where we — and our franchise owners — are going to be successful. When you look at Columbus, discretionary spending is above the national level, unemployment is at a manageable level, there’s an available labor pool and population growth is ahead of the national average. Businesses are moving to Columbus, and obviously that’s drawing those families.”

Will Faulkner, brand lead for power-washing brand Renew Crew, said the brand has its eyes on Columbus for similar reasons.

“We have pinpointed Columbus as an attractive market for growth based on its similar demographics to other markets we have succeeded in,” Faulkner said. “The area features a robust real estate market, with a strong number of residential, suburban buildings and commercial areas.”

When it comes to the landscape of the real estate market, Columbus also features a large number of owner-occupied housing units and dual-income households, according to the U.S. Census Bureau — something that’s attractive to many businesses, including blow dry bar franchise Drybar, which is looking to expand its beauty concept in Columbus.

“Drybar is growing fast, and we’re looking for qualified, passionate partners in Columbus who want to invest in an Amazon-proof, membership-based business that is more relevant than ever,” says Lauren Wanamaker, senior director of development for WellBiz Brands, Inc. According to Wanamaker, Drybar typically attracts women ages 35 to 55 from dual-income households. 

Fast-casual burger brand MOOYAH is projecting up to 10 new locations in the Buckeye State over the next five years, targeting Columbus as its first priority.

“We look at Columbus as a Midwest foundation for us to execute our plans,” Sebazco said.