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THE PRINCIPLES OF PIZZA RESTAURANT LOCATION SELECTION

Over the years of reviewing and selecting restaurant locations, it has became obvious that the industry needed a generalized set of guidelines regarding location selection. Thus, in 1992, my book entitled, Restaurant & Fast Food Site Selection, was published.  Furthermore, my latest book entitled,The Restaurant Location Guidebook, published in 2007 amplifies the need for these guidelines. Interestingly, there is a feeling in many parts of the country that dining is a very personal thing, and therefore taste can overcome a secondary location. Perhaps that sometimes occurs, however, in my experience, it is very rare.  In fact, the exact opposite is usually true, namely taste cannot overcome a poor location, and thus failure is usually eminent.
 

THE IMPORTANCE OF LOCATION

Have you ever heard someone say that. Are they still in business? Perhaps some are; however I would bet that more are not. It is hard for many in the pizza business to understand that locations are as important as the product, and in many cases, more important. Naturally, the product has to be acceptable, or you won't need a location. Nonetheless, without adequate locations, one is starting from a negative position. Most often, it is a short or long term death knell.
 
For over 30 years, I have been evaluating and selecting restaurant and fast food locations throughout the world. The primary conclusion that I can draw is that there is no substitute for a good location. Good food, quality pizza, superb promotion, fast service and competitive pricing are extremely important, but rarely will those factors overcome a poor location. Exceptions, of course, do exist. For example, a pizza operation oriented primarily to delivery usually does not need a primary location.
 

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