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Location Analytics Show Impossible Burger a Success for Burger King

There are lots of compelling things that location data and location analytics can do. One of those things is market testing and validation, where some offline action or activity is the desired objective.

Gravy Analytics presents data on the impact the Impossible Burger on foot traffic at Burger King, as a great a case-in-point. After a period of testing at selected restaurant locations, Burger King decided to roll out the vegetarian burger across the entire chain.

Gravy Analytics looked a control and exposed sample of restaurants serving the Impossible Burger and locations that were not. What the company found was that “locations serving the Impossible Whopper had almost 20% more visits per location than locations serving the regular menu during the month of April.”

Average Daily Visits to Burger King Restaurants:
Jan 1 – April 30, 2019

Gravy also found higher customer visitation frequency at the restaurants serving the Impossible Burger. This was part of Burger King’s thesis in introducing the product: people would eat there more often.

You could argue that sales data would offer the same validation. Yes, but that’s only partly true. There’s also the opportunity to observe the impact of the product on foot traffic to in-market competitor locations (e.g., McDonald’s). That’s something sales data wouldn’t be able to do. Visitation frequency, measured here, would also not be visible from sales data by itself, absent a loyalty program with some deterministic identifier.

This is not a targeting/segmentation or a marketing attribution case study — the most common uses of location data. This is product testing. In this instance, location analytics confirms the appeal of the new product offering and validates the assumptions and strategy of Burger King.

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