Is a Southern Steer franchisee responsible for doing their own market research?

According to the 2025 Southern Steer Franchise Disclosure Document, franchisees are responsible for conducting their own market research. Specifically, the franchisee is responsible for finding a qualified agent and selecting a location for their Southern Steer business, subject to the franchisor's approval. The franchisor provides site criteria that include demographic characteristics, traffic patterns, parking, neighborhood characteristics, competition, proximity to other businesses, foot traffic, daytime business population, size, and appearance.

Southern Steer requires franchisees to provide information for their proposed site, including demographics of the market area, traffic patterns, neighborhood character, competition, and the site's characteristics. While Southern Steer reviews this information and either accepts or rejects the proposed site, they have no liability resulting from the site selected by the franchisee or the lease of the location. The franchisor estimates that it typically takes between twelve and eighteen months from signing the Franchise Agreement to opening the Southern Steer business, with site selection being a significant factor affecting this timeline.

This means that prospective Southern Steer franchisees need to be proactive in researching potential locations and understanding the local market dynamics. While Southern Steer offers site criteria and reviews the franchisee's selection, the ultimate responsibility for identifying a viable location rests with the franchisee. This includes assessing the competitive landscape, understanding local demographics, and evaluating the overall suitability of the site for a Southern Steer business. Failing to secure an approved site within 90 days after the date of the Franchise Agreement can result in termination of the agreement.