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CASE STUDY: GROWTH PLANS
As the largest franchisee of a popular fast-food chain, this
company has over 360 restaurants and is listed as one of
the country's top twenty multi-unit franchisee groups
in the country. In January 2016, this franchisee signed
an aggressive development plan with its franchisor to
open 70 new restaurants between 2016-2022, expanding
their footprint significantly, with heavy expansion in the
Colorado market. By 2022, they will have more than 400
restaurants.
CHALLENGES
It's not uncommon for franchisees to rely on models
develop for their corporate partners—but this company is
no common franchisee. As one of the largest franchisees
in the United States, they wanted to be masters of their
own destiny and develop market optimization, sales
forecasting, and cannibalization models specifically
designed with their growth plans in mind.
BACKGROUND
SOLUTION
The franchisee chose Tango help support their
growth, give Tango's leadership position in site
modeling as well as extensive experience in QSR
arena, having built models for Dunkin' Brands,
Burger King, Dairy Queen Grill & Chill, and Papa
Murphy's Pizza.
In addition, they leveraged Tango's data
partnership with UberMedia, which provides
the industry's most highly precise customer
data. UberMedia's ability to track mobile data
points in relation to stores gives companies the
customer and competitive data they require and
eliminates the often-burdensome effort and cost
associated with customer surveying. When this
data is combined with Tango's sophisticated
predictive analytics capabilities, retailers can
pinpoint where a customer visited immediately
before or after patronizing a particular location,
and therefore decipher the shopping generators.
