Why Brands Are Choosing Modern Modular Design for Scalability
- chriscrawfordbills
- 1 day ago
- 4 min read
For decades, the term "modular building" triggered a predictable image: a plain box, a temporary classroom, a military hospital, a generic structure with almost no design intention behind it. And in fairness, that reputation was earned. Early modular units were limited, inconsistent in quality, and rarely aligned with the architectural expectations of national brands, theme parks, airports, or retail developers.
But that perception is completely disconnected from what modular construction is today.
Modern modular buildings match the visual, functional, and brand integrity of traditional construction while delivering extraordinary speed-to-market and scalability. For emerging brands racing to meet aggressive opening timelines, modular isn’t just “an option", it's essential.
This week's newsletter breaks down how modular design has evolved, what myths still persist, and why businesses in high-traffic venues are turning to modern modular solutions to scale faster and more confidently than ever.
From Cookie-Cutter Boxes to Commercial-Grade Architecture
The modular buildings of the past were restricted by limited materials, amateur engineering, and narrow use cases. Today’s modular buildings are engineered, detailed, and customized at a level that mirrors traditional site-built projects including QSRs, retail stores, food & beverage venues, and even fully themed park structures.
One of the biggest shifts is the demand for brand integrity.
National operators now require buildings that instantly communicate their identity before a sign even goes up. This is true for QSR brands, retailers, attractions, sporting venues, and mixed-use developments. Modern modular design supports this by using:
Custom cladding systems (metal, composite, stone, themed façades)
Architectural glass or curtain wall storefronts
High ceilings and open-truss interiors
Integrated lighting and signage
Brand-immersive steelwork and millwork
Non-rectilinear, articulated façades
Full commercial kitchens and engineered MEP layouts
In short: modular can now do everything clients once assumed only traditional construction could.
The Biggest Misconception: “Modular is Limiting”
One of the most surprising things clients discover is that modular isn’t restrictive, it’s flexible.
Many people assume modular means “one design repeated endlessly.” While scalability is critical in certain situations, this doesn't limit the customization for each project.
Fully themed façades
Complex steelwork
High-end architectural detailing
Flexible interior layouts
Rebrandable finishes for multi-tenant or pop-up environments
The misconception comes from outdated modular units, shipping container conversions and limited adoption of modern methods of construction which are fundamentally different. Containers are built from the outside in. Modular steel structures are built from the inside out. That difference is enormous in terms of durability, code compliance, and long-term usability.
Case Study: Gotham City Funnel Cake — Six Flags America
This project is a prime example of how modular delivers full creative expression without sacrificing speed, user workflows and efficiency.
Design Challenges:
A small, constrained footprint
A need for a fully themed Gotham City structure
High-volume food production environment
Aesthetic Goals:
Dark, gritty Gotham City styling
Custom architectural elements
Integrated lighting accents
Engineering Solutions:
Steel-frame construction
Custom façade panels
Specialized ventilation
Durable, high-traffic surfaces
Outcome: The building was installed in hours, and guests had no idea it was modular. It blended seamlessly into the themed environment and functioned as if it had always been part of the park’s architecture.
Case Study: Hershey’s S’mores — Hersheypark
Another project that demonstrates modular’s creative and operational range.
Design Challenges:
Quick turnaround
Strong branded aesthetic required
Aesthetic Goals:
Hershey-inspired finishes
Themed roof expression
Engineering Solutions:
Commercial-grade kitchen integration
Custom exterior materials
Outcome: Guests and operators alike were surprised: “I can’t believe this was built offsite.” It looked and felt permanent which is
exactly the goal.
What Clients Don’t Realize Modular Can Do
The biggest revelation for most operators is that modular can support:
Large storefront glazing
High ceilings
Complex brand theming
Full commercial kitchen systems
Plug-and-play engineered MEP
Durable cladding for extreme climate/high-footfall venues
Flexible interior arrangements for rebranding
Once clients see how closely modular buildings can match their brand standards, perceptions shift instantly.
Design + Speed: Why Brands Choose Modular
The formula for balancing modern design with rapid deployment is straightforward:
Use repeatable brand templates that scale
Keep structural engineering standardized
Customize the exterior skin, finish materials, and brand elements
Use materials that install quickly but look premium
Certify designs in advance to accelerate future rollouts
This is why QSRs, retailers, and park operators are embracing modular: they can open more locations, more consistently, with fewer delays and less risk.
Where Operators See the Highest ROI
Based on real-world results, the strongest returns tend to come from:
Durable exterior cladding built for long-term wear and extreme weather
Engineered MEP systems designed to minimize downtime
Rebrandable interiors/exteriors for malls and pop-up venues
High storefront visibility, which increases impulse traffic
These are the design investments that continue to pay off for years.
What Guests Say When They Visit
There are two comments that operators hear over and over:
“I had no idea this was modular.”
“This feels like a permanent building.”
And that is exactly the point.
The goal isn’t to look modular. The goal is to look right for the brand and the venue.
The Bottom Line
Modern modular construction is no longer a fringe idea. It is an essential expansion strategy for brands that need to scale quickly without sacrificing design, identity, or operational quality.
Emerging brands that embrace modular now will be the ones opening faster, growing stronger, and outperforming competitors tied to slower, more rigid construction methods.
Modular isn’t the future, it’s the new standard for scalable, brand-forward development.