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September 5, 2023


Outlet Census Features: Newly Opened & Closed Outlets

Martin Müller

Content Lead

One of the distinctive features of Outlet Census Live is the ability to search for newly opened outlets and at the same time track how many new ones have opened and how many have closed in regions and individual segments.

Time-limited event: Try a free demo of our Outlet Census Live 2.0 on-trade tool. Get your hands on a tool Coca Cola or Heineken are using

Open & Closed Outlets allows you to

  • Find newly opened locations before your competitors
  • Track which segments or regions are experiencing what kind of momentum
  • Estimate market developments and prepare for changes in trends
  • Correctly allocate your resources to where the opportunities or threats are

Practical example of open outlets filtering

I want to find all the newly opened restaurants in Madrid in the past quarter that focus on meat cuisine (steaks and burgers), offer alcohol and have top user ratings.

1. Open the Outlet Discovery tab
2. Select Advanced Filters
3. Select Madrid as the region
4. Enter Restaurants as the segment

5. In the Outlet Attributes section, I check "Serve alcohol"
6. In the Consumer insights section, I select top rating

7. And as the final step, select "Show outlets created in past quarter"

Then, you will get 40 new outlets (as of Q2 2023). If you narrow the search to, for example, establishments with outdoor seating, the number would be reduced to 6. This is an easy way to prepare a lead sheet focused on newly opened outlets.

Practical example of tracking the market dynamics with Open & Closed Outlets

I want to find out how the dynamics are developing in each segment and region in my market in Italy so that I can allocate the number of field staff correctly.

1. Open the Market Report tab
2. On page 2 you can see how many outlets have opened and closed in which segment.
3. In Q2 2023, the largest % of outlets opened in the discoteca segment - 12% or 512 new outlets vs only 46 closed.
4. In Rome the growth was even faster - 14% or 60 new outlets vs only 4 closed.
5. On the other hand, the lowest dynamics were in restaurants - 6,827 outlets were added, but at the same time 3,911 closed
6. See page 3 for a more detailed comparison of newly opened outlets, including the option to select a different quarter
7. Page 4 shows the same for closed businesses

Open & Closed outlets as a way to effectively manage the on-trade channel

Thanks to this overview, I know that if I am targeting the discoteca segment, I should increase the number of field staff because the market is growing dynamically.

The restaurant segment may not be growing as dynamically, but because of its size, even a small change can negate the need to beef up field staff.

With Outlet Census Live, you'll always know the exact numbers of new openings and closings so you can properly allocate your people's time to efficiently cover the entire market.

At the same time, you can monitor trends, customer preferences and adjust your strategies and expectations accordingly, including for example sales predictions or potential distribution bottlenecks.

More Outlet Census Live features


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