Franchise Growth and Signs: What to Know Before You Expand

Expanding a franchise is a big step. You’ve proven your concept, refined operations, and built out systems to support more locations. It feels like opening day is on the horizon. But one area that often gets pushed to the back of the planning calendar is signs — which is a problem.

Your signage is one of the first things customers see. It reflects your brand and your standards. If signs are inconsistent, late, or non‑compliant with local rules, you risk delays, extra cost, and damage to your brand image.

If signage isn’t planned right alongside site selection and construction, you could miss your launch window or damage the consistency your brand depends on. Here’s what franchise development, construction, and real estate teams should plan for now, so signs don't slow your rollout later.

Why Consistent Signage Matters for Franchise Growth

Whether your franchise encompasses 10 or 100 locations, customers expect the same look and feel at every front door. Consistent signs help people instantly recognize your brand no matter where they are. It builds trust. It builds recognition. And when something looks different than expected, it creates confusion.

Poor signs can also affect your marketing efforts. Brand colors that look off, logos displayed incorrectly, or message centers that are outdated can weaken your brand presence in a crowded market.

That’s why standardizing your signs for franchise expansion must be part of your early planning. It protects the brand you’ve worked hard to build.

Know Local Zoning and Signage Rules Before You Commit

One of the biggest reasons sign installs get delayed is local rules. Every city and town has their own zoning regulations governing:

• Sign height

• Illumination

• Letter height

• Setbacks from curb or property line

• Signage type restrictions (digital message centers, pole signs, wall signs)

These rules vary widely. What’s allowed in one state might be limited in another. Some downtown historic districts impose stricter requirements on materials or illumination. Some franchise locations fall in areas where digital message centers are restricted.

If you don’t do this research early, you might design a sign that can’t be permitted. That means a redesign, re‑submission to the city, and unplanned cost and schedule bumps.

Do this early. Start zoning and code research as soon as you identify a site. Don’t wait until construction drawings are near complete.

Landlord Approvals Are a Separate Step

Even after you think you’ve checked all the municipal rules, many franchise builds need an additional layer of approval from the property owner or landlord.

Shopping center landlords often have sign criteria in their lease addendums. They may limit:

• Placement of signs

• Height or size

• Sign type (for example, no digital displays)

• Lighting levels or hours of operation

• Material finishes

And every landlord wants to approve your actual sign design before it’s permitted or manufactured.

This step takes time. A landlord can take several weeks to review and comment on sign plans. Some require multiple iterations. If you don’t build this into your rollout plan, you risk permitting delays, last‑minute design changes, and extra cost to revise what was already made.

Plan on landlord review as part of your sign timeline — this step isn’t optional.

Understand Production Timelines for Different Signage Types

Not all signs are equal when it comes to production time, so planning early is key to getting the right signage. Some factors that affect lead times include:

• Type: Simple flat wall signs generally have shorter lead times than large channel letter signs or monument signs with lighting.

• Lighting components: Signs with LED modules or digital message centers require more assembly time and testing.

• Custom finishes: Powder coating, special colors, or unique materials add time.

• Engineering or structural support requirements: Some signs need engineered drawings, which adds review and fabrication time.

For example, a standard cabinet sign might take 3–4 weeks from order to delivery, while a large illuminated channel letter sign with a digital message center could take 8–12 weeks.

If your rollout plan doesn’t build in realistic production time, you end up in a rush. And rushed installs lead to install crews waiting on signs, unplanned overnight or weekend work, and miscommunications between teams

When planning signage for franchise rollouts, ask your sign partner for estimated lead times and add buffers for custom elements.

Why You Need a National Partner With Permitting Expertise

If you are rolling out locations across multiple markets, having a provider who only focuses on fabricating signs isn’t enough.

You need a partner who:

• Understands local permitting processes in different states

• Knows what documentation each city requires

• Can help you prepare and submit permit applications

• Handles follow‑ups with municipal staff

• Tracks where each permit stands in real time

A partner with experience across geographies can help you avoid surprises. They can point out early when a community has unique sign rules. They can help standardize your documentation so permitting goes smoother.

This level of support matters most when you are opening multiple locations. A small sign shop might do great work, but they may not have the systems to manage permits and logistics at scale. That’s where a national, vertically integrated partner can save you time and money.

Avoid Last‑Minute Changes and Cost Overruns

Waiting until the last minute to think about signs leads to stress on your teams and extra cost. Common issues include:

• Late design changes after landlord comments

• Permit rejections and re‑submissions

• Signs delivered late and install crews idle

• Expedited production fees

• Change orders for revisions already made

These could all be avoided with early planning. Creating a sign strategy as part of your development process keeps your builds on track and on budget.

Practical Steps to Plan Signs for Your Franchise Before You Expand

Signs can’t be an afterthought when you’re scaling. Early planning helps you avoid costly delays, rushed installs, and inconsistent branding, especially when you’re opening multiple locations at once. Here’s what to lock in early:

1. Define your sign standards. Create a brand standard document that covers sizes, materials, colors, and illumination rules for all sign types you plan to use.

2. Start zoning research early. Check local codes as soon as you select a site. Identify any restrictions that affect your sign design.

3. Build landlord review into your schedule. Allow at least 2–4 weeks for landlord approvals before you submit permits.

4. Map realistic production timelines. Work with your sign partner to estimate lead times by sign type. Add a buffer for custom requests.

5. Choose a partner with national reach and permitting experience. This helps reduce risk and manage permits efficiently across different markets.

6. Track every sign in your rollout plan. Treat each location’s sign as a project with its own deadlines and milestones.

Work With the Right Partner Before Expanding

Signage might seem like a small part of a larger launch plan, but its impact is real. Customers judge your brand by what they see first: your sign. If it’s late or inconsistent, it affects their first impression.

Planning signs for your franchise early will save you time, cut down surprises, and protect your brand as you grow.

Expanding your franchise? Let’s talk about how to plan your signs now, so you don’t run into delays later.