Rockpool Dining Group launched The Bavarian, Beerhaus & Munich Brahaus just a few short years ago and the brands have certainly been a hit with Australian diners.
Geotech recently completed indepth research & analysis of the existing Bavarian restaurants around the country to provide insight into what drives sales performance for the brand. Thomas Pash (CEO) and Nick Breakspere (Chief Development Officer) have been on an agressive expansion strategy opening more than 15 restaurants in just 18 months. Clearly the beer, food & fun laid back atmosphere has hit the right chord with the Australian market. Popular for drinks after work, or work functions, parties, out with friends, or even families, there is no sign of the brand slowing down either, with several more to open by the end of 2019.
However, it was also important to reset, take stock of what was working and plan for the next wave of growth for 2020 and beyond. Rockpool Group has a diverse range of restaurants, with premium dining staples Rockpool, Spice Temple & Rosetta, together with fast casual brands El Camino, Fratelli Fresh, Sake & Burger Project to name a few. With such a diverse array of offerings, it is important for the business to make sure they underpin major planning decisions with science & models to not only forecast sales potential for any new site of interest, to also quantify potential cannibalisation impacts across the network.
Restaurants can be highly destinational businesses, meaning consumers will often travel further than otherwise would be the case to visit their favourite destination. Therefore, impacts from another restaurant opening within the trade area of an existing restaurant can be felt several kilometres away and can have an adverse impact on performance. Conversley, brands that rely more on transient or impulse traffic to generate sales, are less susceptible to cannibalisation impacts.
Nick and his propery team now have a number of tools available, including a model with a simple one page sales forecast they can use to assess the potential of any new site. Geotech has also been able to provide a strategic network plan, prioritising new site opportunities the business can provide leasing agents to help focus on the sites that offer the greatest potential and not waste time on the ones that don't. The network plan identifies specific road segments & precincts to target.
Being on the journey with Rockpool Group is an exciting time for Geotech and further cements our reputation as the preminent location and network planning consultancy in the food/dining space in Australia & New Zealand.