Edley's Bar-B-Que: Data driven growth strategy for local brands

As a local brand, with a handful of sites that are concentrated in one or two markets, how can you use predictive analytics to help drive your ongoing growth strategy?

As a local brand, with a handful of sites that are concentrated in one or two markets, how can you use predictive analytics to help drive your ongoing growth strategy?

Lets take a look at a client example.

Edley’s Bar-B-Que are an award winning, family run, barbecue restaurant brand that started out in Nashville. After their initial success they began to open additional locations around their local area, and now have 14 sites in Tennessee and one in Illinois.

When Edley’s came to Kalibrate, they had three questions:

  • Who are our customers and what is our value proposition?
  • How do we infill in existing markets?
  • How do we prioritize new markets and new locations?

Using Edley’s loyalty data alongside third-party data layers like household population and demographics, Kalibrate built profiles for Edley’s customer base, covering both their restaurant and their catering business.

With this information we scored potential locations across Tennessee, based on the density of their ideal customer profile to help prioritize the best locations for Edley’s expansion. We found that Edley’s customers aligned perfectly with the ideal customer for “trendy retail corridors”. These are areas where you’ll find high end brands like Anthropologie, Free People, and Draper James. These retail corridors created the perfect locations for Edley’s to open new sites.

 

The Kalibrate approach

At this stage of maturity, a localized brand is usually focused on establishing their identity and upholding that as they grow. Expansion is approached in a risk adverse manner. It’s always expensive to make mistakes, but at this early stage of maturity there aren’t enough sites to bolster a poorly performing unit. That’s why finding appropriate new sites that limit risk as much as possible is vital.

A good data and analytics partner works with the brand to establish what tools are available to help achieve your business objectives, and what data can be brought in to complete the picture. Data-led approaches are required to make statistically significant observations’; rather than just anecdotal or gut feel instinct.

Finding brands that you aspire to be like, or even brands that you prefer to co-tenant with can help you to focus on the right trade areas. Combining that with hotspots of your ideal customers can reveal the locations that are appropriate for brand expansion — and allow you to move forward with confidence.

 

Learn more about customer profiling here

Or watch the full video for examples of regional, national and international client growth

 

 

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