Fast Food Restaurant Chain
How the fast food restaurant tracks customers to optimize store location expansion plans
The Business Need
A globally recognized fast-food chain with aggressive expansion plans across the kingdom had previously selected store locations with mixed results. The current methodology lacked sophistication and involved collecting first-party data via surveys, conducting field research and assessing competitor locations.
Map all existing store locations (with sales data) alongside competitors and track millions of mobile devices movements over an extended period of time. Filter customers as well as competitors’ customers, map geo-spatial traffic tracks and heatmaps to better understand where customers resided and regularly traveled. Predictive modelling of sales growth by comparing multiple locations for indexing.
Sales growth predictions against store locations revealed 10 key locations in Riyadh and 6 key locations in Jeddah that indexed significantly against 50+ alternative sites. The client utilized the tool to model further cities across the Kingdom and plans to expand this capability into further markets.