Don Carmelo’sPizzeria:

Marketing AnalysisUsing GIS

Project Outlook

•Problem– Lack of a dinner crowd

•Goal– Identify customer base– Locate marketable areas

Project Plan

•Identify current customer base.–Creation of customer database•Delivery receipts•Customer survey

D on C armelo’s

Pizzeria In hopes of better serving our customers, Don C armelo’s

would appreciate your taking part in this questionnaire. (T his study is being conducted with the help of the U NO geography department)

When do you most often dine at this location? Lunch D inner

How many times per month do you dine at this location? 1-5 6-10 11-15 more

How much do you usually spend per visit? (nearest whole $) ______________________________

If you are dining over your lunch-break, where do you work? ______________________________

If you are dining for lunch/ dinner, what is your address? ______________________________ ______________________________

What do you enjoy when dining at this location? ______________________________ ______________________________ What could be improved to increase the dine-in experience? ______________________________ ______________________________

*A s this is a geographical study, your home address is critical and will not be given to any other organization.

D on C armelo’s

Pizzeria In hopes of better serving our customers, Don C armelo’s

would appreciate your taking part in this questionnaire. (T his study is being conducted with the help of the U NO geography department)

When do you most often dine at this location? Lunch D inner

How many times per month do you dine at this location? 1-5 6-10 11-15 more

How much do you usually spend per visit? (nearest whole $) ______________________________

If you are dining over your lunch-break, where do you work? ______________________________

If you are dining for lunch/ dinner, what is your address? ______________________________ ______________________________

What do you enjoy when dining at this location? ______________________________ ______________________________ What could be improved to increase the dine-in experience? ______________________________ ______________________________

*A s this is a geographical study, your home address is critical and will not be given to any other organization.

Project Outline• Map current customers

– Physical address– Frequency – Amount spent per visit

• Create density maps– Spatial Analyst - density

• Customer• Repeat customer• Spending

• Create a distance map– Spatial Analyst – straight line distance

• 1 mile increments• 3 - mile radius

• Combine density and distance maps to locate marketable “pockets”– Spatial Analyst – raster calculator

• [Distance] < 3 miles +• [Customer density] * .60 +• [Spending density] * .30 +• [Repeat density] * .10

Customers

• Customer Database– Creation of a personal

geodatabase– Use of ArcCatalog

and Access to create database

– This map represents physical customer addresses

Repeat Customers

• Customer Database– Creation of a personal

geodatabase– Use of ArcCatalog

and Access to create database

– This map represents physical repeat customer addresses

Customer Density

• Density Map– Spatial Analyst

• Customer map used to create density map

• Illustrates customer density

– This map is one of the maps used with the raster calculator to produce the final map

Spending Density

• Density Map– Spatial Analyst

• Customer database used to create density map

• Illustrates spending density

– This map is one of the maps used with the raster calculator to produce the final map

Repeat Customer Density

• Density Map– Spatial Analyst

• Repeat customer map used to create density map

• Illustrates repeat customer density

– This map is one of the maps used with the raster calculator to produce the final map

Distance Map• Distance Map

– Spatial Analyst• Customer map used to

create distance map• Straight line distance from

Don Carmelo’s• Illustrates 1 mile

incremental rings around the pizzeria

• 3 mile distance established as market limit

– This map is one of the maps used with the raster calculator to produce the final map

Target Market Map

• Spatial Analyst– Raster Calculator

• [Customer Density] * .60 +

• [Spending Density] * .30 +

• [Repeat Customer Density] * .10 +

• [Distance From Don Carmelo’s] < 3 miles

Target Market Areas

Don Carmelo’s Market Analysis

The End…Let’s Graduate!