Restaurant Trade Area Research

The last one that needs to be told is you - right? - http://www.nytimes.com/2011/03/04/business/media/04adco.html?_r=1 - from the article: “there tends to be a correlation between gasoline prices and Q.S.R. sales”

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This could be helpful - Five Restaurants That GET Social Media - http://www.huffingtonpost.com/wiley-cerilli/social-media-marketing-5-_b_835294.html#s253220&title=Zengo - (slide presentation)

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Meanwhile …. Restaurant Chains See Growth Despite Economy - http://www.restaurantnews.com/restaurant-chains-see-growth-despite-economy/ - Highlight: Top 500 Chains Up 1.8% in 2010. Huge differences by segments.

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Newsworthy study - Study: Hispanics Reward Kids with  Salty Snacks - http://www.qsrmagazine.com/news/study-hispanics-reward-kids-snacks - and other findings about the fast growing segment.

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Price Marketing, Customer Connection, - Popeye’s `Pay Day’ Deal - ONE DAY Only - Tomorrow - (3-23) - http://www.restaurantnews.com/popeyes-cooks-up-one-day-only-pay-day-deal/ – 8 pieces/4.99

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Nine reactions to the new Arby’s Campaign `Good Mood Food’ - http://pjlehrer.blogspot.com/2011/03/do-you-feel-guilty-when-you-eat-fast.html

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http://oncetherewerelions.files.wordpress.com/2009/08/green-arches.jpg

Just when you thought some things were sacred - http://www.restaurantnews.com/the-golden-arches-go-green/ just four so far in the country - expect this as a trend.

Bring back the favorites is a time-tested marketing idea - White Castle’s Popular Original Slider-Scented Candles - http://www.restaurantnews.com/white-castles-popular-original-slider-scented-candles-returns-for-the-holiday-season/

Here’s another targeted seasonal marketing effort by Popeye’s - Popeyes Cajun Style Turkeys are Back! - http://www.restaurantnews.com/popeyes-cajun-style-turkeys-are-back/

Here’s a catchy way to sell a limited time offering - Whataburger Introduces New Whataburger 5-3-1 - http://www.restaurantnews.com/whataburger-introduces-new-whataburger-5-3-1/ - with five pickles, 3 onion rings and one great sauce. Available for about 5 weeks and starting and ending at 3PM. Cute.

Meanwhile, a natural competitor in the growing morning daypart should be Dunkin Donuts, - and perhaps this will be just the addition they need - Pancake Breakfast on the Go: Dunkin’ Donuts Adds to Its Menu With New Pancake Bites - http://www.prnewswire.com/news-releases/pancake-breakfast-on-the-go-dunkin-donuts-adds-to-its-menu-with-new-pancake-bites-106606363.html

Some 3rd Quarter sales numbers tomorrow.

Various `reasons’ can produce a research result for a unit that shows `low home zipcodes’ locally - compared to the full data. As I indicated in Part 1 - some stores can have figures as low as having only 23% or so of their customer base coming from their main two home zipcodes - other stores can be as high as over 50%.  One reason for a low figure might be the stores proximity to an interstate or along a very busy business corridor. Indeed, by have REAL customer data via the MarketView - an owner can establish a particular level as a goal - focusing efforts in the market to establish a minimum home market for all units. 

In Part 2 - I showed that these different levels of `home zipcodes’ in a customer base could mean the difference of having 10,000 available customers to market to versus under 5,000 (meaning available customers in the top two zipcodes to a store - often the one the store is in and the next nearest - most primary areas for homes to the unit). Once again, with the customer data - owners can decide best how to allocate marketing funds.

So, what else can be done with MarketView Customer Base data?

How about taking the known number of customers in a given zipcode and compare that to the census figures for how many live in a zipcode - and - voila - you suddenly have the Penetration Percentage of Customers within a zipcode for a FF unit. And, real research can show differences in these top two zipcodes of units to vary from 6% to over 20%. (The final penetration figure is the number of users as opposed to customers - and yes - the MarketView gives you that by knowing the nunber of customers per order.)

Finally, knowing this real data - via the MarketView - allows for the allocation of funds to achieve an objective; be it - boosting the poorest of penetration stores or targeting the best penetrated stores.

More Restaurant Links for Today:

http://www.slashfood.com/2009/08/25/kfc-double-down-chicken-sandwich-loses-the-bun/?icid=main|htmlws-main|dl4|link5|http%3A%2F%2F  KFC new product an amazing sight — I can see protests by the food police on this one. Must see picture.

http://www.rimag.com/info/CA6670228.html The 400 largest restaurant chains. Lots of sales data too.

http://www.qsrweb.com/article.php?id=15565&na=1&s=2 Popeye’s Chicken sales higher.