THE PRINCIPLES OF LOCATION SELECTION 

Over the past 30 years, I have developed these axioms of location selection which are extremely important to success.  There are 12 principles. 

CUSTOMER PROFILE 
Selecting locations is made infinitely easier if one knows one's customer profile.  The more one knows about his customers, the much more specific one can be regarding selecting locations. 

Over the years our firm has interviewed customers in numerous pizza units.  Thus, we have considerable insight into who is a pizza customer, especially the most frequent visitor.  Also, the article will focus upon why it is important to know who one's customer is. 

IV.   TYPES OF LOCATIONS VS TYPES OF OPERATIONS 
      Their are significant differences in types of locations, types of operations and sales potential. It is very important to understand the differences when selecting new locations. 

V.  TRADE AREAS 
      Everyone talks about them, yet few really understand them.  This article will focus on defining a trade area, how to determine your trade area and trade area importance in site selection. 

VI.   HOW TO COLLECT THE INFORMATION REQUIRED 
      Most people have some idea what they should evaluate, unfortunately they do not how to collect it or where to find it.  This article will explain what is important and where to secure the information. 

VII.  EVALUATING COMPETITION 
      Competitive evaluation is critical.  Pizza competition must be identified, inventoried and studied.  Methods and procedures will be discussed. 

VIII. ACCESSIBILITY TO A LOCATION 
      The importance of having good access and what constitutes good access.  How to evaluate traffic counts, curb cuts, medians, turn lanes, traffic signals, pedestrians, ingress and egress and other very important elements. 

IX.   HABITS AND PATTERNS 
      This article will discuss how to place your unit to intercept people involved in other activities and how to influence their decision making at other times through location selection. 

X.  THE IMPORTANCE OF ACTIVITY AREAS IN SITE SELECTION 
      The greater the activity, usually the greater the opportunity to capture larger sales.  This article will focus on how to identify the areas and how to capitalize upon them. 

XI.   SITE SELECTION CHECK LIST 
      We will provide a list of items that should be reviewed and data that is necessary prior to selecting a location.  The importance of the various items included will be discussed. Naturally, there will be alternatives for various types of locations.

XII.  SITE SELECTION CRITERIA FOR PIZZA FACILITIES 
      This final article will provide the "guts" of what it is all about.  If used properly, it will help your readers to avoid mistakes and maximize locational opportunities.