The top trends shaping Site Selection in 2026

GLP-1s Change Consumer Demand Patterns

GLP-1 medications are already influencing how and what people eat. Data shows that high-income consumers – who have greater access to these medications – are spending less at quick-service restaurants (QSRs), favoring healthier food options.

As GLP-1 prices go down, adoption rates will increase, and low-income consumers will have expanded access to these medications. As access broadens, the ripple effects won’t stop at QSR. Industries like fitness may also see demand shift as some consumers prioritize diet-driven results over exercise.

As consumers shift towards longevity-focused lifestyles, brands must adapt. Restaurants should change their menus and site selection strategies to cater to a demographic that prioritizes protein, health, and smaller, higher-quality portions.

Gen Z Values In-Store Experiences Over Digital Ones

Despite being digital natives, Gen Z is driving a massive resurgence in brick-and-mortar spending. According to credit card spend data from Spatial.ai, Gen Z spends significantly more in physical stores than online:

• 26% more for apparel and accessories
• 53% more for cosmetics
• 77% more in bookstores
• 76% more in movie theaters

This behavior is often driven by digital saturation. Many Gen Z shoppers discover items online but prefer to complete their purchases in-store. They also tend to shop as a group, turning shopping into a social experience — a behavior often called “squad buying,” where the trip itself is part of the entertainment and influences what they purchase.

This means that physical locations still matter. Instead of designing a fully digital purchasing environment, brands should prioritize highly visible sites and create compelling in-store experiences to entice Gen Z consumers.

AI Accelerates Real Estate Decision-Making

From AI-powered drive-thru ordering to automated reporting and forecasting workflows, brands are increasingly incorporating AI into everyday experiences, signaling a shift from experimentation to execution. They’re also incorporating it into their site selection strategies. But while AI has accelerated site analytics and forecasting, real estate decisions still create bottlenecks. This means slower decisions, higher risk, and stalled growth.

In 2026, real estate teams will increasingly use AI as an active participant in decision-making — not just a tool for reporting. AI enables new ways to explore, interact with, and understand data. Conversations about static presentations will shift to interactive, AI-driven discussions. As a result, site visibility increases, and decisions will happen faster and with more confidence.

Brands Must Diversify Data Amid Regulatory Changes

Several U.S. states have adopted or introduced legislation on mobile data collection and use. As data privacy standards evolve, brands face uncertainty around mobile data access for Site Selection.

Because of its long-term value, our panel believes that mobile data access won’t disappear entirely. However, these data privacy shifts are forcing a move away from single-source data strategies.

To adapt, brands must blend multiple data sources – such as psychographics, credit card spend, and social data – into their Site Selection strategies. This will help preserve a holistic view of customers and ensure that no single regulation stalls growth.

What Brands Should Do Next

Site Selection is not just about picking the right location anymore. It’s about adapting to consumers, creating experiences, adopting new technology, and diversifying data. Brands that do all this will emerge on top of the competition.

Discover the full expert insights into how Site Selection is evolving in 2026 – watch our latest webinar now.