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Using the Report
PICCKI provides comprehensive analysis for evaluating a potential food service location. The information below helps you understand each section of the report and apply the findings to your business planning decisions.
Report Structure Overview
Each section of your site analysis report contains specific data types designed to inform different aspects of your business planning. Understanding how to interpret and apply this information is crucial for making informed decisions.
1. Location Suitability Assessment
What it tells you:
Overall feasibility analysis including demographics, foot traffic, competition, zoning, infrastructure, and lease considerations.
How to use it:
- Review the pros and cons for your specific area type (urban centers, residential neighborhoods, commercial districts, etc.)
- Identify which challenges apply to your situation
- Plan mitigation strategies for identified weaknesses
Urban Centers
Pros: High foot traffic, visibility, public transit access
Cons: High rent, intense competition, parking challenges
Residential Areas
Pros: Community loyalty, local clientele, neighborhood feel
Cons: Limited foot traffic, smaller spaces, higher rent
Commercial Districts
Pros: Business lunch crowd, catering opportunities, parking
Cons: Quiet evenings/weekends, office dependency
2. Target Market Demographics
Population Distribution
What it shows:
Population counts across different zones within your service area
Key metrics:
- Total households
- Population density by zip code
- Market size analysis
How to interpret:
- Higher population areas = larger potential customer base
- Use top 5 zip codes for targeted advertising campaigns
- Consider direct mail marketing to high-density residential areas
Language Distribution
What it reveals:
Linguistic diversity indicating cuisine opportunities
Action items:
- Match your cuisine concept to dominant language groups
- Largest language groups represent your primary market opportunities
- Smaller groups may support niche concepts with strong authenticity
Income Analysis
Key data:
Average and range of median household incomes
Strategic implications:
- Design pricing strategy based on income distribution
- Wide income ranges require tiered menu pricing
- Below-average regional income suggests value-focused positioning
3. Competition Analysis
Price Level Distribution
What it shows:
Percentage breakdown of competitors by price category ($ to $$$$)
Strategic use:
- Identify saturated vs. underserved price segments
- Largest segments indicate market demand but high competition
- Smallest segments may represent niche opportunities
Competitor Performance
Metrics provided:
- Restaurant ratings
- Review counts
- Proximity analysis
Application:
- Set customer service benchmarks based on top performers
- Identify service gaps in your immediate area
- Use ratings data to establish minimum performance targets
4. Accessibility & Infrastructure
Travel Time Analysis
Data included:
Average drive times from different directions
Business impact:
- Prioritize marketing in areas with shortest travel times
- Adjust service models (delivery, takeout) for less accessible directions
- Plan staffing based on customer flow patterns
Amenities Assessment
Coverage:
- Parking availability
- Public transit access
- Complementary businesses
Decision factors:
- Adequate parking is crucial for customer access
- Transit access affects employee commuting
- Nearby businesses can drive foot traffic
5. Economic Factors
Real Estate Market Trends
Information provided:
- Property value trends
- Acquisition costs
Financial planning impact:
- Budget for current market pricing levels
- Consider rent vs. buy decisions based on cost trends
- Plan for higher initial capital requirements
Labor Market Analysis
Data points:
- Wage trends
- Employment levels
- Seasonal patterns
Operational planning:
- Budget for seasonal wage fluctuations
- Plan hiring around industry employment cycles
- Adjust staffing levels based on market conditions
Action Steps Using This Report
Phase 1: Initial Assessment
- Review location suitability factors relevant to your concept
- Confirm target market alignment with demographics
- Assess competition density and positioning opportunities
Phase 2: Strategic Planning
- Develop pricing strategy based on income distribution
- Create marketing plan targeting high-opportunity zip codes
- Design menu/concept matching linguistic demographics
Phase 3: Financial Planning
- Calculate realistic startup costs using real estate data
- Project labor costs using seasonal wage information
- Estimate revenue potential from population analysis
Phase 4: Site Selection
- Prioritize locations with favorable accessibility patterns
- Ensure adequate infrastructure (parking, transit, utilities)
- Verify zoning compliance and permit requirements
Key Warning Indicators
High Risk Factors:
- Below-average regional income with premium concept mismatch
- Oversaturated competition in your intended price category
- Poor accessibility from multiple directions
- Insufficient parking or public transit access
- Declining employment trends in the service area
Mitigation Required:
- Extreme income range variation requiring careful positioning
- High real estate costs impacting financial viability
- Seasonal labor market fluctuations affecting staffing costs
- Language barriers if concept doesn't match demographics
Making Final Decisions
Green Light Indicators:
- Strong population density in service area
- Income levels align with concept pricing
- Underserved competition segment identified
- Good accessibility and infrastructure
- Positive employment/wage trends
Proceed with Caution:
- Mixed indicators requiring trade-off analysis
- Addressable challenges with clear mitigation strategies
- Sufficient capital to overcome higher entry costs
Reconsider Location:
- Multiple high-risk factors present
- Fundamental misalignment between concept and market
- Insurmountable infrastructure or accessibility issues
Important Disclaimers
This report provides preliminary analysis based on available data. Always conduct additional due diligence including:
- Local zoning verification
- Health department requirement confirmation
- Direct competitor analysis
- Community stakeholder discussions
- Professional consultation (legal, financial, operational)
The analysis should inform but not replace comprehensive business planning and market validation.