Geographic analysis brings a scientific approach to the old-fashioned idea of a neighborhood gathering-place.

This quick-serve dining establishment needed marketing that could support 40 stores and an aggressive growth plan that called for opening a new location every few months. The company's brand identity hinges on its reputation as a trendy, upscale dining establishment and community gathering spot. New stores were often located close together, so the marketing scheme needed to keep each store's trade area unique and distinct.

Prior to working with Market Intelligence Group, the company relied on traditional carrier route sorting to define trade areas. However, such methods did not allow any selectivity in demographics, and could not provide a true picture of the trade area for each store.

By using mapping technology, we were able to define trade areas based on a higher level of understanding of the customer. We could factor drive time, distance, road networks and select demographics, providing an actual visual picture of each store's trade area, and creating trade areas that would not cannibalize sales from other locations.

Our responsive and targeted marketing allowed them to preserve their brand image by creating an affinity with customers for their neighborhood store. The result is a highly targeted marketing approach that drives traffic into the stores, by insuring that customers never have to drive very far.