Session sponsored by:
Data-driven site
selection: How
understanding
consumer movement
drives Little Caesars’
expansion plan
Brad Puckett
Director, Market
Intelligence Planning
Little Caesars
Cate Zovod
VP, Product & Industry
Marketing
Near

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Site Selection Is a Critical Decision for Restaurants
Success isn’t
guaranteed
30% of U.S.
restaurants fail
within their first
year
Investment is
huge
Many QSRs
require $1MM+ to
open a new
location
Choose the site with
the best chance of
success

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Old Methods of Site Selection Fall Short
Rules of thumb don’t account
for differences in markets
1-3-5 mile radius doesn’t
reflect actual trade areas
Consumer surveys aren’t
scalable & get stale quickly
1-3-5 mile radius for locations near
NYC vs. actual visitor home locations
1-mile radius in the Bronx

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The New Approach to Site Selection Is Using Human Movement
Data
Understand Competitor
Trade Areas
Get Insights by Time
of Day / Day of Week
Highly active in
lunch hours
Relatively quiet in
lunch hours
See the Busiest Parts of
Shopping Centers

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Multiple Sources of
Raw Data
Processing and
Contextualization
Refined
Data Supply
Location
Intelligence
What Is Human Movement Data?
Powerful data on people and places to understand consumer patterns,
origin, profiles and more
Focus on Quality
Near discards as much as 75% of the data entering our doors

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Case Study:
How Data Drives
Little Caesars
Expansion Plan

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Little Caesars: Poised for Growth

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Expansion Goals
Maximize ROI across new locations
Scale efforts for significant global expansion in next 5 years
Minimize cannibalization for existing stores

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Challenges

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The Challenges
Standard minimum
space between locations
misses market nuances
Global expansion with
more than 150 team
members involved
Need partners that
can help with
accuracy & scalability

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Solution

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1. Get more granular information for gap analysis
2. Understand cannibalization potential based on true trade areas
3. Scale data usage to a large, international team working on
expansion
Why Human Movement Data?

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1. Focus on Quality Data, not only Quantity
2. Precise vs. Point and Radius Polygons
3. Globally-Sourced Data
Plus, Privacy-Compliant & Using Transparent Methodology
What Did We Look for in Human Movement Data Sources?

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What We Wanted to
Learn from Human
Movement Data

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Questions Human Movement Data Can Answer in Site Selection
Site’s
potential
trade area?
Where do
customers
live and
work?
Performanc
e by day of
week?
Performanc
e by time of
day?
Affinity brands my
customers like?
Highest foot
traffic area of
a shopping
center?
And more…

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The Questions We Focused On For Our Expansion Strategy
Root the growth strategy with a deep understanding of customers and markets:
Where are there gaps
in markets that could
make good locations?
What are common
demographic traits of
successful markets?
How could new locations
impact existing locations
(cannibalization)?

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The Process

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The Process
Evaluation of existing
markets
Perform a gap
analysis using Near
data
Strategic Market
Planning

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Impact Analysis

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Results

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Results
Human movement data has helped Little Caesars:
Identify a significant
number of opportunities
across the country
Empower 150
employees globally
with data for planning
Share valuable information
with franchisees to help
them decide whether to
expand

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Future Goals?
Utilize data around affinity reports and more towards marketing strategy
Roll out this data & site selection process globally
Use the data to identify and validate new global markets for expansion

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Getting Started

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More Ways Restaurants Can Use Human Movement Data
Performing
market
research
Serving
location-based
advertising
Measuring &
quantifying
ROI
Offering
personalized
experiences
Understanding
cannibalization
potential
Getting deeper
location insights
And
more…
Enhancing
customer
profiles
Generating
competitive
intelligence

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Near’s Enterprise Solutions for People, Places and Products
Data Intelligence Platform
Built on Near’s unified persistent identifiers, 250+ consumer
enrichments and billions of visits to 20M POIs globally
Lens of Places for
Operational Intelligence
Lens of People and Products
for Marketing Intelligence
Turn to our shared source of truth for consumer behavior data
across multiple departments. Near products provide actionable
insights to give you the confidence to make data-driven decisions.

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For More Information
Come by our booth:
#1317
Reach out with any questions:
info@near.com
Get a demo & learn more:
near.com

Thank You
Connect with us at www.near.com
From inception, the Near Platform has followed a privacy-led design. All incoming data streams to the platform are consensual. We are GDPR compliant, and the platform has built-in
processes to forget and purge user data on requests. Read the complete privacy policy at near.com/privacy
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