Franchising
St Louis-based Imos Pizza uses mapping analysis to plan growth
January 18, 2021
St. Louis-based Imos Pizza, founded in1964, is using mapping software provider, SpatialTEQ's Map Business Online Pro, to help grow it beyond the five states in which it serves, a news release said.
The tool will allow the brand to use a variety of geospatial tools to plan expansion. The online business mapping software combines the power of driving time and driving distance analysis with location-based business data to expose the most lucrative ZIP codes, cities, and towns for growth, according to the company.
The U.S. Census Bureau demographic data, business listings by industry and imported user data are organized over map backgrounds to create market analysis maps that help brand leaders make decisions.
"Our pizzas appeal to all income levels and ethnicities," Tim Hendrix, Imos Pizza director of Franchise Intelligence, said in the release. "If anything, our primary market is the American family."
Imos, however, wanted a more scientific market assessment based on demographic, competitive, and economic realities, that would complement its instincts and experience in pointing the way forward. The SpatialTEQ tool was the answer as it ingests customer business location data, generating spatial queries to show the most lucrative new markets, the company said.
Then, by applying the tool to Imos Pizza's challenges, the brand may:
- Import historical restaurant sales and franchise location-data needed to define successful markets and pinpoint the best expansion markets based on the brand's history.
- Apply known customer-preferred driving time and distance spatial queries across multiple POS locations to show the best new market zones as well as existing service areas already saturated with restaurants.
- Conduct demographic analysis by territory or area-of-interest to define optimum growth opportunities based on population segments, household income levels, or related consumer expenditures.
- Import and view business listings by industry to quickly display competitor POS locations within any market area-of-interest.
All new market area models reflect the key demographic categories known to drive Imos pizza sales. Some of these demographic categories were subtle but effective measures of growth potential. For example, certain household segments proved to be the most effective in projecting growth opportunities.
Imos Pizza has more than 100 stores across Missouri, Illinois, and Kansas and is based in St. Louis.
