7 Steps To The Right Location For Quick Service Restaurants

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One of the most commonly mentioned anecdotes regarding Quick Service Restaurants (QSR) is that almost 50 per cent close within the first year of operations. This factoid has not been proven, but people who work in the sector know that location is one of the key factors that impacts success.

This article provides some inputs on 7 things to consider before choosing the right location based on practical experience.

Brand Image: Is Your Brand Going To Be Formal Or Casual?

In Food and Beverage business, shop is a visual representation of the brand. Hence the location and accompanying look and feel of the store is critical for success as it brings the brand alive.

The choice of location should be consistent with the brand’s style and image. If you are opening a coffee shop, choosing a kiosk in an IT park is acceptable. However, if it’s a cake shop meant for the middle class consumers, an attractive store in the middle of a popular market is ideal.

Accessibility To Customers

A QSR outlet needs to be easily accessible to target customers. Very few people will drive several kilometers for a quick meal and fewer for chai and samosa. Hence it’s is best to be clear on the profile of the target customer and be present in the right catchment areas.While it may sound attractive to ‘appeal to all’, in reality the lack of differentiation in the QSR business usually leads to failure.

This brings us to the next important question of catchment area.  Ensuring the outlet is placed where the target customer gathers naturally is helpful for success. Use tools like Google maps, real estate sites and brokers to understand the right area and focus on getting the right location there.