Optimizing Market Planning and Site Selection at Dunkin’ Brands
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Transcript of Optimizing Market Planning and Site Selection at Dunkin’ Brands
Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 1
Optimizing Market Planning and Site Selection at
Dunkin’ Brands
March 6, 2013
David Srsic
Confidential information, copying, dissemination or distribution of this information is strictly prohibited.
Who We Are
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Source: NPD Group/CREST for year ending February 2011; Omnibus Awareness Study, July 2010; Brand Keys
America Runs on Dunkin’® More Flavors, More Fun™
1 billion + cups of coffee sold in the U.S. annually
Over 95% aided brand awareness in U.S.
#1 in QSR customer loyalty for 5 straight years
Over 50% share of New England coffee servings and morning meal traffic
38 U.S. states and in 31 other countries
1,000+ ice cream flavors
95% aided brand awareness in U.S
#1 hard serve ice cream position in U.S.
#1 market share positions in Fast Food Ice Cream category in Japan and South Korea in 2010
44 U.S. states and in 45 other countries
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Dunkin’ Donuts Fast Facts Founded in 1950, and franchising since 1955
Headquartered in Canton, Mass
Nearly 100% franchisee owned stores– More than 2,000 franchisees and licensees in 52 countries
More than 10,400 Dunkin‘ Donuts stores worldwide– 7,306 franchised restaurants
in the U.S.
– 3,173 franchised restaurants internationally
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An industry leader
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Market Planning Team 7 Market Planners supporting
– 30+ Development Managers,
– 7 Franchisee Sales Managers
– Cross-Functional Partners
Development RoadMap and Strategy
Market Optimization, identifying, ranking and prioritizing Target Trade Areas
Identify Growth Opportunity and Franchising Inventory for Store Development Agreements
New Site Analysis– Proximity Assessment
– Sales Estimate Coaching
– Cannibalization/Sales Analysis
Support any new and emerging business needs
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Market Planning and Development Process
Trade Area Identification, Assessment and Prioritization
Franchise Territory Development, Management and Sales
Site Identification, Assessment and Selection
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tmc connect
Versatile yet Powerful Solution
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Web Based Tool (Lite and Power Users)• Supports the Development and Franchising
Process• Access to Franchise Inventory• Access to the Overall Market Plan• New Site Assessment and Tracking• Sales Estimation Tools• Market Optimization Model
Mobile Support (All Users)• In-Field Real-Time Assessments• Trade Area Validation• Preliminary Site Evaluation• Site Surveys for Sales Estimation
• Market/Site Tour Support
Desktop (Power Users)• Development Territory design and
management on or off line• Real-Time data transfer to/from the other
components• Versatility allows reaction to any business
needs
Virtual Desktop (Power Users)• Enables Power Analysis• Supplemental Optimization Models• New Site Proximity Assessment• Reporting on Performance and Progress• Versatility allows reaction to any business
needs
Integrated Solution
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Proposed Site PackageData, Exhibits, Narrative, Analytics Before After
Trade Area Demographic Report Manual Automated
Proximity Overview Manual Automated
Competitive Landscape Map Manual Automated
Traffic Map Manual Automated
Demographic Themed Maps Manual Automated
Aerials Manual Automated
Development Manager Comments and Decision Logic Manual Automated
Time for Completion 2 hours 10 minutes
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Proximity AssessmentData, Exhibits, Narrative, Analytics Before After
Trade Area Comparison Proposed Site, Existing Asset, Shared Trade Area
Manual Automated
Asset Comparison Manual Automated
Competitive Assessment Manual Automated
Demographic Themed Maps Manual Automated
Aerials and Birds Eye View Manual Automated
Factual Narrative Automated Automated
Objective Analytical Narrative and Recommendation Automated Automated
Time for Completion 2-4 hours 1-1.5 hours
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Benefits provided by Alteryx and Tango Analytics
Repetitive tasks are automated and expedited….– Significant reduction in analysis time
– Enable deeper focus for data and analysis interpretation
Information is….– updated nightly and real-time
– available at your fingertips
– shared across team members and clients
Enables more complex analyses
Reporting and Tracking
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