Accelerating profitable revenue growth – customer insight, location analysis & territory planning specialists

Location Planning for Harry Ramsden’s

HR

Location planning and store siting for Harry Ramsden’s

The SituationHarry Ramsden's site location planning for UK franchise launch

Harry Ramsden’s is Britain’s longest established restaurant chain and is world famous for its Fish and Chips.

Celebrating 85 years in operation, there are currently almost 30 Harry Ramsden’s outlets operating across the UK from as far north as Inverness down to Bournemouth in the South, with branches also trading successfully in Ireland.

Building on their impressive heritage, Harry’s are seeking to grow their UK footprint via a franchise model rolling out their two core offerings – Restaurants and “Locals” (takeaways). The restaurant franchises are aimed at major cities and seaside locations while the “Local” franchises are geared towards locations in the heart of the community.

In line with the business strategy to gain market share, Harry’s recognised that the strategic siting of outlets would be crucial to maximise UK coverage whilst still ensuring each outlet was sustainable long term. They were also keen to understand the potential value of each franchise area awarded based on how many viable outlets could be sited within a geographic area. This will ensure franchise negotiations are conducted on a fully informed basis for each party.

Following a comprehensive market review, Tech4T were selected by the management team to engage in a long term partnership for location planning as the franchise model is developed.

The Solution

Image showing a potential Harry Ramsden location map, with primary and secondary catchments highlighted

Harry Ramsden’s are presented with maps for each suggested outletl location. Maps show the primary and secondary catchments highlighted, alongside the competitor landscape and other amenities.

Tech4T are regularly required to analyse specific regions of interest to Harry’s using a combination of our comprehensive datasets, spatial analysis, local knowledge and geographic location planning software.  A set of demographic maps highlights the ideal locations to site both Restaurants and Locals, and a list of the recommended opening order highlights which are likely to generate maximum profit.

Analysis takes into account factors such as Harry’s target market, the competitor landscape, convenience factors and accessibility.  Where the customer potential of an area warrants a multi-outlet solution, care is taken to recommend locations that ensure cannibalisation between outlets would be minimised.

Recommendations are delivered back through Tech4T’s online system Territory Runner, allowing Harry Ramsden’s to interact with and query a wealth of information. Territory Runner also keeps track of all franchise enquiries, site openings and sold territories.

 The Results

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 outlet placement within a region.

“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. The team have 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.”

Chris Palmer, Commercial Manager & Company Secretary

 

Illustration of Territory Runner software

Territory Runner enables Harry Ramsden’s to view regional site location hotspot information and keep track of thefranchise enquiry process, setting the status of each enquiry and keeping scheduling events using the calendar functionality.

 

To see how we can help you site your outlets in the best locations, call us on 01733 890 790 or  click here for our contact form.