CASE STUDY

Location Qualification – strategic expansion of a restaurant chain

Restaurant Market Research Services

Case Study Key Points

  • Our client, a national casual dining chain was planning to open new locations but needed to assess the risk of cannibalising sales from nearby existing branches.
  • We mapped existing customer catchment areas and footfall data to assess travel distances and potential trade area overlap.
  • We conducted face-to-face surveys and used our TREADS system to classify visitor types (e.g. tourists, residents etc)
  • Our analysis included both face-to-face survey data and online data.
  • We conducted qualitative interviews with loyalty card members to uncover motivations behind location choice and customer loyalty.
  • Our research found minimal cannibalisation risk, provided projected customer numbers, and supported the client’s decision to proceed with the first new site purchase.