Case Study: Using public information to drive business decisions
Pando helped this Charleston-based food truck business find the best spots in town to set up shop.
9/26/20232 min read
Problem: An authentic Mexican food truck based in Charleston, South Carolina, was facing a significant challenge. Despite serving delicious and authentic Mexican cuisine, the food truck was consistently parking in areas that didn't seem interested in their offerings. This mismatch between their location and potential customers was causing stagnation in their revenue and order numbers. The owners were determined to find a solution to this problem and identify a more suitable location to maximize their business potential.
Solution: To address this problem, Taco Delights decided to leverage public US census data and apply data analysis techniques to find the ideal locations for their food truck. They realized that understanding the demographics of different areas could help them pinpoint neighborhoods with a higher likelihood of attracting customers interested in Mexican cuisine.
The steps involved in their solution were as follows:
Data Gathering: Taco Delights collected public US census data for Charleston, South Carolina, which included information on population demographics, income levels, and cultural preferences.
Data Manipulation and Visualization: Using Excel, they processed and manipulated the census data to identify patterns and trends. They categorized neighborhoods based on factors such as population density, income distribution, and the presence of Mexican cuisine enthusiasts.
Geospatial Analysis: The owners used mapping software to plot the locations of their past parking spots and overlay them with the demographic data. This allowed them to visually identify areas with potential customers that aligned with their food offerings.
Decision-Making: Based on their analysis, Taco Delights identified a set of neighborhoods that seemed to be a better fit for their food truck. They decided to focus their parking efforts in these areas and made a plan to visit them strategically.
Result: The implementation of this data-driven approach had a significant impact on Taco Delights' business:
Increased Revenue: By parking in neighborhoods with a higher concentration of potential customers interested in Mexican cuisine, Taco Delights saw a noticeable increase in their daily revenue. Their sales improved significantly.
Higher Order Numbers: With more foot traffic and customer interest, Taco Delights began receiving more orders per day. The increase in order numbers contributed to their overall growth and profitability.
Improved Customer Satisfaction: Being in the right location not only increased sales but also enhanced customer satisfaction. Customers who visited Taco Delights were more likely to be genuinely interested in Mexican food, leading to positive reviews and repeat business.
Optimized Operations: By strategically planning their parking locations based on demographic data, Taco Delights could optimize their operations, reduce unnecessary travel, and focus their resources where they were most effective.
In conclusion, by using public US census data and applying data analysis techniques to determine the best locations, Taco Delights successfully found its niche in Charleston, which resulted in substantial improvements in revenue, order numbers, and overall business performance. This case study demonstrates the power of data-driven decision-making in the food industry.