Optimizing Market Planning and Site Selection at Dunkin’ Brands
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Optimizing Market Planning and Site Selection at Dunkin’ Brands

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In this session from the Alteryx Conference - Inspire 2013 you will learn about how Dunkin’ Brands is enabling its rapid contiguous expansion strategy by leveraging field-deployed cloud and mobile ...

In this session from the Alteryx Conference - Inspire 2013 you will learn about how Dunkin’ Brands is enabling its rapid contiguous expansion strategy by leveraging field-deployed cloud and mobile tools from Tango Analytics and Alteryx. You will also discover how Dunkin’s Market Planners have harnessed the power of Alteryx to effectively manage their growth strategy. The session will be led by David Srsic, Director of Market Planning at Dunkin Brands, a leader in the Quick Serve Restaurant market segment, who will be joined by Pranav Tyagi, CEO of Tango Analytics, a leader in global location strategy and analytics solutions.

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Optimizing Market Planning and Site Selection at Dunkin’ Brands Optimizing Market Planning and Site Selection at Dunkin’ Brands Presentation Transcript

  • Optimizing Market Planning and Site Selection at Dunkin’ Brands David Srsic March 6, 2013 Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 1
  • Who We Are Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 2
  • America Runs on Dunkin’® More Flavors, More Fun™ 1 billion + cups of coffee sold in the U.S. annually 1,000+ ice cream flavors Over 95% aided brand awareness in U.S. #1 hard serve ice cream position in U.S. #1 in QSR customer loyalty for 5 straight years #1 market share positions in Fast Food Ice Cream category in Japan and South Korea in 2010 Over 50% share of New England coffee servings and morning meal traffic 95% aided brand awareness in U.S 44 U.S. states and in 45 other countries 38 U.S. states and in 31 other countries Source: NPD Group/CREST for year ending February 2011; Omnibus Awareness Study, July 2010; Brand Keys Confidential information, copying, dissemination or distribution of this information is strictly prohibited.
  • 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 Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 4
  • An industry leader Confidential information, copying, dissemination or distribution of this information is strictly prohibited.
  • Market Planning Team  7 Market Planners supporting  Identify Growth Opportunity and Franchising Inventory – 30+ Development Managers, for Store Development – 7 Franchisee Sales Managers Agreements – Cross-Functional Partners  Development RoadMap and Strategy  New Site Analysis – Proximity Assessment – Sales Estimate Coaching  Market Optimization, identifying, ranking and prioritizing Target Trade Areas – Cannibalization/Sales Analysis  Support any new and emerging business needs Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 6
  • Market Planning and Development Process Trade Area Identification, Assessment and Prioritization Franchise Territory Development, Management and Sales Site Identification, Assessment and Selection Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 7
  • Versatile yet Powerful Solution Web Based Tool (Lite and Power Users) Mobile Support (All 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 •In-Field Real-Time Assessments •Trade Area Validation •Preliminary Site Evaluation •Site Surveys for Sales Estimation •Market/Site Tour Support Desktop (Power Users) Virtual 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 •Enables Power Analysis •Supplemental Optimization Models •New Site Proximity Assessment •Reporting on Performance and Progress •Versatility allows reaction to any business needs Integrated Solution Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 8
  • Proposed Site Package Data, 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 Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 9
  • Proximity Assessment Data, Exhibits, Narrative, Analytics Before After Trade Area Comparison 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 Proposed Site, Existing Asset, Shared Trade Area Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 10
  • 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 Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 11
  • Application Demo Confidential information, copying, dissemination or distribution of this information is strictly prohibited. 12