Restaurant Trade Area Research

Nothing like being a bit late to the party - or - making the move while a 5.01 Combo advertising campaign is going onward - but Arby’s has finally moved to match the direct FF competition. Seems the shift away from advertising specific products and tastes continues.

Also seen lately is Capt. D’s once again positioning their food and prices compared to Red Lobster - this time showing a party of two that they could have fed a party of four AND gotten 15.00 back. The tradedown customer is a legit positioning for sure for `dinner’ FF restaurants.

Finally, some other restaurant links:

Hundreds line up to apply for a job at In-N-Out Burger - http://www.ksl.com/?nid=148&sid=8366210

Study: Consumers Prefer E-mail Interaction to Social Media - http://blog.sellsiusrealestate.com/marketing-tips/study-consumers-prefer-e-mail-interaction-to-social-media/2009/10/16/

Hello, welcome back to Restaurant Trade Area Research - and today - that is just what will be discussed.

Markets which use my MarketView marketing research design find out the information needed to have truly effective billboard advertising. And, no, I’m NOT talking about `what’ is even on the billboard - I’m talking about placement.

Yes, placement - one of those  P’s of marketing. How you ask?

Well, the MarketView maps your trade area for each of your stores in an ADI and more importantly for this `effectiveness’ - finds out important customer information which determines the actual customer base size of an individual store in a market.

While it may seem counter-intuitive, your store with the largest volume may NOT be the store with the largest customer base - indeed, some of your lowest volume stores may fit that characteristic. How you ask?

Well, any store, and often lower sales volume stores - have LARGE customer bases with INFREQUENT users - indeed, some Fast Food Units may have 10-15,000 or more infrequent users compared to other units. And that is a lot of extra users being exposed to a particular billboard ad.

Additionally, because a unit (and market) has had its customer base Trade Area mapped as part of the research of the MarketView, even the side of the street for most exposure to the most customers can easily be selected for better billboard effectiveness.

Read here for more about Customer Base Size: http://restauranttradearearesearch.com/2008/08/10/customer-base-size-it-can-be-calculated/

http://restauranttradearearesearch.com/category/customer-base-size/

Here’s another restaurant link - a good news story:

http://www.businessweek.com/magazine/content/09_16/b4127068288029.htm?chan=top+news_top+news+index+-+temp_small+business