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In recent times, the number of small and medium-sized coffee franchise that offer cups of coffee at middle-low prices has been quickly increasing. As for such rapid expansion, in most cases, it is realized through franchises but despite that, none of the researches has discussed location selection factors that would contribute to stable business operation of small and medium-sized coffee franchises. This study aimed to analyze relative importance of the location selection factors by using AHP. Findings of the analysis revealed that business district environment is considered most important (37.4%) which was followed by accessibility(22.9%), economic efficiency (19%), competitors (12.5%) and stores’ characteristics (8.3%). Not only that, the study also looked into another relative importance of these subsections of each of the location selection factors and consequently, as investigating what had been learned from the analysis, the study came up with a few ideas on location selection to help the stable business management of the small and medium-sized coffee franchises.



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location decision factor, AHP, small coffee franchise