Franchise & Multi-Location Marketing

A franchise or multi-location brand runs one campaign but answers to many local realities: 500 storefronts, 500 sets of hours, 500 local pages. The marketing tension is constant — run it nationally for scale, or locally for relevance? Link routing dissolves that trade-off: one link, printed or texted once, that sends each customer to their location automatically.

This hub frames the franchise use case; the deeper how-tos — nearest-store routing, the full 500-location playbook, and routing SMS links to the right store — are linked below.

National Reach, Local Landing

The brittle way to do multi-location is to mint a link per store (and re-mint when stores change). It doesn’t scale and it breaks. The routed way: one link, location-aware, drops each customer at the nearest store’s page — menu, hours, directions, the local offer. The national team controls the campaign; the customer gets a local experience. No per-store link sprawl, no reprinting when a location opens or closes.

Measure by Location, Not Just in Aggregate

A franchise campaign that only reports total clicks hides the thing that matters: which locations the demand is coming from. Because every scan and click passes through the managed link, you can see engagement by store and region — and with bot filtering, those are real humans, not inflated counts. That’s the data a field-marketing team actually needs to decide where to push.

The Opinion: Stop Making Customers Do Your Routing

Too many national campaigns end with “find a location near you” and a store locator the customer has to work through. Every one of those steps loses people who are standing three blocks from your door. The brand had the location signal the whole time — it just made the customer do the work. Franchise routing puts that work back where it belongs: in the link. The campaign should know where the customer is and meet them there.

Explore the Plays

The articles below go deeper on the franchise playbook, routing to the nearest retail location, and sending SMS links to the right store. Start wherever your rollout is.