This study aims to analyze the spatial expansion and location strategies of foodservice franchise outlets in Gwangju Metropolitan City, Korea, by applying Hägerstrand’s Spatial Diffusion Theory. The research focuses on identifying how franchise locations evolve over time and space, moving beyond static location models commonly used in previous studies. Using geocoded longitudinal data from 2010 to 2024, the study employs Kernel Density Estimation (KDE) and Getis-Ord Gi* hotspot analysis within QGIS to detect spatial clustering and delineate innovation hubs. Additionally, a four-stage diffusion model (initial–expansion–condensation–saturation) is established to capture temporal growth phases, and SPSS-based multiple regression is conducted to identify the determinants of outlet density across districts. The results show that franchise expansion in Gwangju follows a sequential spatial trajectory: initial concentration in the central business district (CBD) shifts to planned development zones and emerging residential-commercial areas. The diffusion mechanism also evolves from early hierarchical diffusion toward contagious diffusion in later stages, with infilling patterns and spatial equalization observed by 2024. Population density is identified as the strongest predictor of outlet density, while distance from the CBD shows a negative association. This study contributes to the theoretical understanding of franchise growth as a dynamic spatial diffusion process and offers practical implications for franchise headquarters, local entrepreneurs, and urban policymakers. It suggests that location strategies should adapt to each diffusion stage and that local governments should support diverse commercial hubs to prevent over-concentration and enhance sustainable urban retail ecosystems.
Choi et al. (Sat,) studied this question.