5 MINUTES WITH TOM HATCHER, SENIOR MARKET PLANNING ANALYST
Yum! Restaurants International is one of the world's leading restaurant groups, incorporating well-known brands such as Pizza Hut and KFC.
Yum! approached Geoplan around 12 years ago as they required the ability to generate detailed analysis of site selection options with the option to easily and quickly generate 'what if' scenarios.
In overview, we provide Yum! with the GeoAnalyser solution supported by the Distribution Module, Media Boundary Data, Batch Printing Module and various bespoke data-sets (such as competitor locations). Yum! use this system to map trade zones and other statistical market information in a visual format. Sites analysis work includes allocating new sites and defining Trade Zones, and exporting Postcodes and Demographic data relevant to each zone.
In an attempt to provide real detail regarding our ability to deliver against the above objectives, we thought it appropriate to ask our long established client and share his responses with you;
1- Please could you tell us a little about your role for the Yum! and how the Geoplan system is used?
My role at Yum! is a varied one, working for both the KFC and Pizza Hut brands. It covers everything from dictating where, what and in what order we should build our restaurants to assessing impact scenarios as we reach higher levels of maturity. At Yum! we use the TacticianOne system regularly to assess potential new locations for KFC and Pizza Hut. The drive time feature is fundamental in assessing each site on a like for like basis.
2- Please could you confirm what key benefits are associated with your Geoplan System?
Having the Geoplan System in house is great for ad hoc analyses and blue sky thinking. Being able to run through a scenario or idea without incurring outsourcing costs and the associated time lag is by far the greatest benefit.
3- In terms of quantifying the benefits of the Geoplan Solution, what savings in terms of time or revenue have Yum! seen over the last circa 12 years?
On average, we complete c.100 site assessments per annum. Assuming a rough cost of £500 per assessment if we were to outsource we’d be looking at £50,000 on this alone! More than double the annual costs Geoplan offer their system to us for.
4- If you could outline three areas where Geoplan excels, what would those be?
Value for money, support and can-do mentality. The system is perfectly designed for our use and as a result we don’t pay for more than we need (which we would do with other ‘out of the box’ solutions in the market). One of the real benefits of Geoplan is it is global company with a local feel. Nothing is ever too much trouble and the support team is always available to answer your call and provide a solution straight away or within 24hrs at least - no questions asked.
5- If you could outline three areas where Geoplan could improve, what would those be?
3 are hard to think of – I think the most beneficial improvement for me would be additional technical know-how sharing sessions (catchy name, I know!). Perhaps on an annual basis; as per the account visit, an actual technical tips session would be great.
6- What makes Geoplan different as an organisation?
I think I summed this up by saying Geoplan is a ‘global company with a local feel’. Even other well renowned data providers I work with don’t offer this.
We would like to thank Tom Hatcher for his time and willingness to share his thoughts on the system and the service we provide. At Geoplan we are committed to innovation and continuous improvement and as always, we would welcome any wider feedback. You can contact us at sales@geoplan.com or 01423 569538.