Harry Ramsden’s is Britain’s longest established restaurant chain and is world famous for its Fish and Chips. When the brand wanted to build on its impressive heritage and grow their UK footprint via a franchise model to roll out their two core offerings, Restaurants and “Locals” (take away), they came to Tech4T. They were keen to develop a scientific approach to location planning that could evaluate and identify target regions, cities and towns for area development and ideal franchise site location.
The restaurant franchises contain seating and separate take away counters aimed at major cities and seaside locations while the “Local” franchise is best located at the heart of the community within heavily populated towns and suburbs.
Critical to the success of the franchise growth plan was understanding where the right geographic locations are within the UK to site both Restaurant and “Local” outlets.
Using a combination of our comprehensive datasets, analysis and geographic location planning software, Tech4T delivered a regional breakdown pinpointing the ideal locations for both franchise models. A composite picture was created on a regional level via Tech4T’s Territory Runner mapping platform. This enabled Harry Ramsden’s to interact with, and query, a wealth of information from historic trading analysis, geographic catchment areas based on population and drivetime through to the locations and proximity of key competitors.
Harry’s are now able to positively engage prospective franchisees in a collaborative manner, both parties clearly able to see the available opportunity, areas to avoid and the likely impact of site placement within a region. And the comment from Harry Ramsden’s?
“Geographic territory mapping is a vital part of Harry Ramsden’s recruitment process. Therefore, it was important we found a company that could deliver our requirements. It was clear from the first meeting that Tech4T were the company for the job. Tech4T staff have all been highly professional and knowledgeable throughout the whole process and have delivered exactly what we were looking for and more! We are looking forward to Tech4T being a key partner of Harry’s as the franchise business grows.”
Our Territory Runner platform allows Harry Ramsden’s to view retail site location hotspot information, query and interact with data such as competitor locations, drive-time and retail catchment area analysis based on Census and demographic data. (Click on the image above for more information.)