GapMaps in QSR Media Asia: How location intelligence helps QSR brands optimise site selection and maximise profitability
We are excited to share insights from Tim Shaw, our Director for Market Planning at GapMaps, who recently spoke with QSR Media Asia about the transformative role of data-led market planning in the quick-service restaurant (QSR) sector.
Key Insights from the Interview
Tim highlighted how businesses across Asia’s QSR sector are shifting from traditional methods to fully digitised, data-driven processes. This shift enables more precise decision-making, optimised investments, and ultimately, improved profitability.
“In a relatively short period, we’ve now transitioned to a fully integrated, fully digitised, and fully data-led market planning process,” said Shaw.
He also noted that the widespread adoption of location intelligence has significantly lowered costs and improved data quality, making these tools accessible even to smaller operators.
“Twenty-five years ago, investment in location intelligence and market planning was certainly available, but the costs were very high for organisations, and the data quality was relatively poor. That’s now changed very quickly and dramatically.”
The Direct Impact of Strategic Location Planning on Profitability
Tim further explained how strategic location planning directly influences profitability. “The relationship between store revenue and store profitability is not a linear one. If a whole network is built on optimised locations, the benefit to profitability is very, very significant.”
With growing expectations from private equity investors and large industry players, the QSR sector is under pressure to make data-driven decisions and maximise returns. Businesses are now integrating well-informed market planning and location intelligence processes to ensure they are selecting the best sites for expansion.
The Importance of Continuous Investment in Data and Insights
Tim emphasised that businesses should continuously invest in updated data and insights to stay ahead.
“Businesses who might have explored location intelligence two or three years ago shouldn’t make the mistake of thinking that the decision they made then is still the best for their business today.”
With improvements in data accuracy, granularity, and update frequency, businesses can now make more timely and informed decisions.
“It’s now expected within our sector that demographic and consumer spending data is updated on an annual basis,” Shaw added.
Watch the Full Interview
To gain deeper insights into how QSR brands can optimise site selection and maximise profitability using location intelligence, watch the full interview with Tim Shaw here: QSR Media Asia Interview
