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GeoAnalyser allows Whitbread PLC to define new site locations and identify appropriate catchment areas.

Client:
Whitbread
Industry Sector:
Leisure
Job Function:
Marketing
Knowledge Area:
Marketing Analysis

Whitbread PLC is the UK's largest hotel and restaurant company operating market-leading businesses in the budget hotels and restaurant sectors. Its brands include Premier Inn, Beefeater, Table Table, Brewers Fayre, Taybarns and Costa Coffee.

Whitbread PLC employs over 33,000 people and serves 9 million customers every month in its 1,800 outlets across the UK.

The Problem

With Whitbread’s main focus being outlet-based retail activity, a major factor in increasing market share and financial success is the assessment of potential and existing sites.

Given the importance of the analysis, Whitbread PLC needed a system that would facilitate an element of customisation to tailor the processes and automate where necessary to reduce the time taken to generate the results.

The Solution

Whitbread PLC implemented Geoplan GeoAnalyser desktop mapping systems throughout the organisation for such analysis.

GeoAnalyser allows Whitbread PLC to define new site locations and identify appropriate catchment areas, using radius, drive-time, customised travel-time calculations or hand drawn catchments.

Having defined these catchments, the target market can be analysed,together with any competition.

The solution is used on a daily basis and enables Whitbread to make decisions about whether a new outlet would be viable, alongside being an important means of communication for the key stakeholders.

The Benefits

  • Increased return on investment.
  • Reduced wastage.
  • Improved operational efficiency.
  • Considerable Time Savings.