👷♀️ Progress at the DT that is being built at Snow Hill in Wakefield appears to be going well - I wonder which brand it can be??!
🛣 Not taking the opportunity to advertise this brand's arrival and opening aside, the site is in a great location, with super visibility, on a busy trunk road connecting the North of the City with the M1, just below the cross-hairs of the M1/M62 intersection
❄️ Snow Hill retail park is a small but busy destination, with 4 other DTs and 2 inline branded food stores, a service station with forecourt food-to-go trade, a good mix of retail stores and plenty of local chimney pots to service
🏁 Competition for market share will be interesting to watch when this store opens but, by reviewing some of the key operational trading levers of the local competition, there are plenty of sales opportunities to tap into within the DT scene in this micro-trading environment. Here are my thoughts:
➡️ Opening & Trading Hours: McDonalds is open 24 hours, but the rest of the DTs are closed by 10pm. Be open when customers want to eat. There may be potential to open until 12 pm, certainly on the back half of the week, to provide an alternative customer choice post 10pm
➡️ Guest Experience: Google ratings suggest that the DTs in this area score between 3.4 and 4.5. The 2 QSR DTs don't get over 4, so there will be opportunities in product quality, speed of service, and cleanliness. I walked all the DT lanes and the DT collection windows [clutter, allergens cleanliness], walls and lanes [cleanliness, litter and landscaping], order points and menu boards [cleanliness and pricing accuracy] in all stores had opportunity for improvement. A big faux-par [and easy fix] with a new competitor about to open
➡️ Delivery: The local Cinnabon DT has the best aggretator scores at 4.7 for Uber and 4.8 for Just Eat, but closes at 9pm. Starbucks comes in at 4.5 on Deliveroo but shuts at 10pm. The QSR operators don't get any better than 4.3 on any aggregator. A super opportunity to 'own delivery' when combined with opening and trading hours review
➡️ Marketing: McDonalds was the only business that had clearly visible marketing outside their business, and of which they were making full use of. Others either didn't have anything visible, or the messaging was not targeted and/or the opportunity wasted. Get the messaging, offer, and visibility/position right to drive kerbside decision-making
Perhaps this [not so mystery] brand, at this spot, doesn't need luck in opening?
#restaurants #qsr #fastcasual #OpsEx #operations #operationsdirector #projectmanagement #operationsexcellence #consultancy
👋 I'm Jay, and I am a Hospitality Operations Specialist. I have worked across international & national markets, franchise & equity systems, public & private equity companies, and in over 20 brands in pubs, pub restaurants, hotels, Grab & Go, and QSR sectors. Reach out to arrange a meeting and a chat [no obligation], and to enjoy a coffee together ☕️ #opentowork
We are big fans of optimizing POS via a unified platform too! 😉