Home / From one to many: key considerations for opening a second site
16th March 2026
Darcy MacMillan, Solicitor
Opening a second site is a pivotal step from owner-operator to multi-site business. If successful, a business can see growth through with increased brand awareness and opportunities for further investment. However, growth requires careful planning and research, without which businesses risk damaging the success and growth of the original site. In this article we explore the key considerations businesses should have in exploring expansion.
A business model that is successful in London, might not necessarily be successful in Manchester. Each city or country has its own unique culture and demand, and what is popular in one might not have the same impact in another. Every brand comes with its own guidelines, and although maintaining brand identity is important, it can make small modifications to tailor its business to the market of the city or country it is targeting. For example, personalising product or service offering to include local produce or delicacies. Customers want to feel seen and included. Small adaptations can allow businesses to increase their customer engagement in a new market without losing the heart of its brand.
Businesses should carry out appropriate due diligence on the locations they are investing in with a focus on factors including: visibility, travel access (including parking), nearby competition, capacity, and noise constraints. An area that is being marketed as ‘up and coming’ can be attractive to smaller businesses that want to open a second site at a cheaper cost, but it presents greater risk than an area that is already thriving and bustling with potential customers.
“Pop-up” markets are becoming increasingly popular for location testing with minimal spend, and could be a good approach before diving into a formal commitment on a location.
Businesses targeting a second or multiple sites need to invest in their staff as the individuals who will be responsible for maintaining and growing the brand. This involves (but is not limited to) updating policies, ensuring there are sufficient staff dedicated to each site, as well as offering staff training applicable to maintenance of the core brand guidelines.
Strong supplier relationships are important to any business seeking to expand. A business may be able to utilise the same supply chain for its second or multiple sites, but it will need to review and update its terms with those suppliers to make modifications to pricing, product, or services and delivery. If a business cannot use the same suppliers, it will need to ensure that any new supplier can uphold the same brand standards as for the original site.
A second site is both an operational challenge and a strategic opportunity. Market research, capital planning, legal compliance and maintaining the core brand are fundamental to the growth of a business. However, amongst the challenges, expansion can also present businesses with benefits including supply chain discounts for bulk purchasing as well as franchise opportunities.
With the right structure and controls, expansion can de-risk the business, enhance bargaining power, and set the foundation for sustainable growth. These considerations are applicable to any brand seeking to expand, whether it is a hotel, bar or restaurant or other visitor attraction.
Our dedicated leisure team can provide support and advice to businesses that are seeking expansion including commercial property, commercial contracts, employment and licensing support. If you would like further information, please contact [email protected], or call us at 0161 832 3434