Expanding a global restaurant brand takes more than opening new locations. Rowena Neelakantan of Papa Johns explains how strategic market planning supports international growth – and how each new market strengthens the brand overall.
With more than 2,500 restaurants across 48 international markets and territories, Papa Johns continues to scale globally while competing against international and local pizza chains. At the center of that growth is Rowena Neelakantan, Director of Strategic Marketing Planning (International), who oversees site approvals, trade area strategy, and long-range market planning around the world.
In this edition of From Strategy to Storefront, Rowena shares how location intelligence guides both day-to-day decisions and long-term expansion strategy.
Tell us about your role and how location intelligence fits into your day-to-day responsibilities.
Rowena Neelakantan:
I’ve been with Papa Johns International since 2022, supporting 48 markets outside the US and Canada. Location intelligence is part of my work every single day.
Each year, I review between 200 and 300 new sites for approval. I assess the proposed location, analyze the delivery trade area, and evaluate an eight-minute drive time — including traffic. I look for overlap with existing stores, visibility, accessibility, and how the site compares to nearby competitors.
Every site must prove it can succeed before we move forward.
Why is location intelligence so important for restaurant growth?
Opening in the wrong location is expensive. If a restaurant closes within months, it’s not just a financial loss — it impacts employees and brand momentum.
Location intelligence provides the data to support smart decisions. One common mistake is choosing a site first and defining the trade area later. It should be the opposite. A strong site starts with a strong trade area. You need to confirm the area can support the business before selecting the exact storefront.
What makes a strong trade area for Papa Johns?
It’s not just about having a large number of households. It’s about having the right households – areas with the income and demand to support the brand.
The store should ideally sit near the center of the trade area to maximize delivery efficiency. If it’s positioned at the edge, delivery times increase and customer experience suffers.
Visibility and accessibility also matter. Even for a delivery-heavy brand, customers need to see you. If competitors have easier parking or better access, that influences performance. Convenience is critical.
How does convenience influence your trade area strategy?
Customers choose what’s closest. When they’re hungry, they prioritize speed.
Some markets try to stretch trade areas to 10–12 minutes. But if competitors can deliver in five minutes, that’s a disadvantage to Papa Johns. Larger trade areas often mean longer delivery times — and if food arrives cold, customers won’t return.
The goal isn’t the biggest polygon. It’s the right-sized one.
How does location intelligence influence new market entry?
Beyond site approvals, I conduct structured market planning. For example, I’m currently evaluating Germany to understand total white space potential and priority cities.
I analyze competitor concentration, household counts, disposable income, and surrounding generators. In some international markets, data is limited, so I supplement with manual research and local insight. Understanding cultural and operational nuances — such as whether restaurants perform better in malls versus street locations — is just as important as the numbers.
Location intelligence helps us identify white space, prioritize cities, and expand with discipline rather than speed alone.
What would you tell others about working with Kalibrate?
I’ve used several location intelligence platforms throughout my career, and I find Kalibrate — especially the newer version — very user-friendly and efficient. It allows me to layer data, evaluate trade areas, and export files quickly, which is essential when reviewing hundreds of sites each year.
There’s always room for enhancement, particularly in international data coverage, but the platform has become a core part of how I work. It helps me move from strategy to execution with confidence.
For a brand with significant global white space still ahead, having the right tools in place makes all the difference.
