Healthy Food is a «high end» fast food restaurant chain. Only a few tables are present for in-house diners, the majority of customers opting for takeaway meals. Healthy Food has been operational in France since the year , and now has restaurants. With the aim of continuing to extend and develop their existing business, the Healthy Food restaurant chain hopes to improve on profitability for its restaurants, increase customer footfall, and identify sites with potential for new restaurant business.
The core strategic customer target for the chain is regular business from the mainstream population of employed inhabitants. For the purpose of our study that sets out to accurately identify the right zone s for new restaurant sites, we dispose of a sample of 12 restaurants in the South East of France, these being a representative sample of existing restaurants.
The territory of action is located in the PACA region. Here, there are some living areas including Marseille, Nice, Toulon, Avignon, Montpelier… On our various maps, you can see the road network, certain topographical features, and administrative boundaries. Attributed data are associated to the various map objects: for example population, age, number of sites or retail outlets. Other information will be calculated within the Geoconcept database to complement the data, so you can be sure you have all the information you need to produce a comprehensive analysis.
Taking the Healthy Food analysis as starting point, you will discover all the steps to take and the questions you need to ask at the outset. Analysing the existing scenario provides a state-of-the-art snapshot view of current supply and demand.
Before embarking on the analysis, you will need to position all players currently present on the ground playing any kind of role in the activity, and as a minimum: - customers; - stores or outlets; - the competition. Mapping the locations of these types of player means we can already start to answer the following questions:.
