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Solutions for restaurants
Restaurants are among the world's most challenging businesses. Besides the daily challenge of cuisine and service, the restaurateur needs data driven marketing solutions to build traffic, lift the performance of individual restaurants, and above all, select profitable sites
These marketing goals require absolute precision - accurate data, proven sales forecasting techniques, trade area analysis, customer profiling, and site evaluation modeling.
InterDirect is a nationally recognized leader in helping clients improve performance through a data-driven site selection process.
Below are some examples of how InterDirect's analytics and communications help restaurants meet their most important needs. Read more about our Site Expansion Progarms.
Quick-serve chicken restaurant gains reliable site selection method
This regional chain had restaurants with widely varying performance, but no visible pattern. Some locations were performing very well, others were just getting by, yet there was no obvious difference in their locations that would explain the variation.
InterDirect used a variety of tools to build a custom site model based on a multi-variable analysis of each trade area and a profile of the chain's customers.
The analysis showed the restaurants could thrive in either urban or suburban markets, but that each had different requirements. The previous approach of selecting sites based on a single set of parameters had yielded unpredictable results. With the new two-track approach uncovered by InterDirect's model, the chain was able to apply the right site selection method to each market segment and establish consistently high performing locations.
Casual dining Mexican restaurant cures under-performing location
One restaurant in this chain was significantly underperforming the others. InterDirect market analysis showed the trade area was strong - it had the right demographics, strong demand, and plenty of target customers.
Further market survey work revealed the target customers in this area were not familiar with the restaurant. This was a clear case of low brand awareness.
InterDirect created a data-driven marketing communications campaign to build brand name recognition in the target area. The campaign included direct mail, local print advertising, and public relations.
Sales at this restaurant steadily increased as a result of this campaign and now match the norm for the chain.
Casual dining bar & grill opens new location at the right price
This chain used selection and sales forecasting models built for it by InterDirect. These models showed a certain new shopping center would be a good place for a new location. However, the listed lease rates were too high for the projected sales volume.
InterDirect and the restaurant owners took all the details of the sales forecast and the site evaluation model to the landlord. They were able to show they would be a very successful long-term tenant if the lease rates were adjusted.
The landlord renegotiated the rent, and the chain opened and sustained a profitable new bar and grill.
Quick casual Italian restaurant negotiates successful franchise agreement
This Italian restaurant chain could not reach an agreement with a potential franchisee on the number of locations that could succeed in a new market area.
InterDirect built a market optimization model for the chain that included average unit sales, an analysis of the chain's competition in the area, and sales and market share forecasts.
Using InterDirect's research and modeling, the chain and the franchisee agreed on the optimal number of units for the market area and were able to finalize the franchise sales agreement.
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