Del Taco Leverages STI: PopStats™ Data To Improve Customer Segmentation and Achieve More Profitable Site Selection
The nation's number two Mexican quick-serve chain*, Del Taco is a Southern California icon. In fact, California transplants often describe the area's geography by Del Taco locations. As the company opens locations in new markets, finding such symbolic locations that best serve its customers is a challenge. Recently, Del Taco turned to STI: PopStats for help.
"PopStats gives us seemingly infinite knowledge about our customers where they live, work, and travel right at out fingertips," says Andy Verostek, Market Planning Analyst at Sagittarius Brands, parent company of Del Taco and Captain D's Seafood Kitchen. "With PopStats we can conduct much more sophisticated market research, including locating our best customers. Also, Landscape™ actually segments customers by factors that are critical to Del Taco, such as ethnicity and income. This provides a major customer-targeting advantage particularly in new markets."
In the midst of an aggressive expansion, Del Taco opened 33 restaurants in the past 15 months and last year signed development agreements for more than 50 additional locations. As the company is moving into new markets and new states, Verostek is tapping into the demographic power of STI: PopStats, STI: Workplace™, and STI: Landscape.
"Our growth presents a challenge, because we are opening restaurants in so many markets for the first time," explains Verostek, who does market planning for both Sagittarius restaurant chains. "The PopStats product suite gives us critical insight into these trade areas, so we can effectively choose the best locations. What's more, the data is helping us better understand our under-performing locations."
According to Verostek, PopStats data delivers four leading advantages to his site selection research:
Overall, PopStats gives Del Taco the tools it needs to better target customers, particularly in new markets. "At the end of the day, we want our best Del Taco customers coming through the doors at every one of our restaurants. This benefits both our franchisees and our overall brand," says Verostek. "PopStats helps us meet this goal."
* According to Nation's Restaurant News.
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