SharpGrid output documentation

Outlet name & Identifier

Outlet address - Fields contain both version of the outlet address 1. address string and address separated into separate columns (Street, Number, District, Region, Country).

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Address includes specific GPS coordinates for further use in client tools.

How long has the outlet been active in this specific location.

Official name of the outlet parent company.

Official ID of the outlet parent company in the government registry.

Primary top level category for the outlet (HoReCa / On-Trade, Accommodation, Retail or Other)

Secondary top level category for the outlet (HoReCa / On-Trade, Accommodation, Retail or Other)

Primary business outlet segmentation based on SharpGrid's taxonomy. It allows you to filter and select outlets that fit your target criteria.

Some outlets fit more than one segment in SharpGrid's outlet segmentation. Outlets have the option to have secondary segment which helps user to select with higher granularity.

Public e-mail contact of the outlet or its operator.

Public phone contact of the outlet or its operator.

Public website of the outlet.

Shows outlet's opening hours divided into SharpGrid's segmentation of opening hours. Can be used for filtering specific market segments e.g. for spirits outlets need to be opened evenings / nights.

Identified cuisine type. Only applies to restaurant or other types of outlets where Sharpgrid is able to identify specific meals typical for each cuisine.

Describes whether the outlet offers full–size meals (typically dinner or lunch). This indicator can be used to identify all outlets offering food.

Identification (based on proprietary data model) of whether alcohol is offered in the outlet or not. Can be used for estimation of total market potential, marketing and sales targeting.

Attribute shows availability of delivery services. Attribute marks positive if delivery is either managed by outlet or by food delivery services.

Aggregate rating score from user generated content gathered from outlet's digital signature. The range of the value is between 1 - 5, 5 (1 worst, 5 best) Can be used to determine outlet quality and consumer experience with regards to the outlet. Aggregate rating score from user generated reviews & ratings compared to outlets within the region and segment. Indicator value represents outlet rating position. Value TOP represents top 25% of best ranked outlets within the area.

Engagement represents sum of all interactions (text reviews, numercial ratings) generated by outlets visitors.

In output dataset it is present in two forms: 
Score - total numerical count of all reviews
‍Rank - All outlets divided into 4 equally sized segments (each segment represents a quarter of the market).

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E.g. Top segment represents the 25% of most rated outlets in the market.

Local market rank responds to the question - is this the most popular outlet within this area? 

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We measure the engagement generated by visitors in 1,000m radius around the outlet. For each outlet we analyze the local area around the outlet and create a ranked order of all outlets in near distance (1,000m) by their engagement of their visitors.

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Based on the position in this list, the outlet gets a value ranging from Low to Top. How to interpret values: 

• Top shows that current outlet is within the top 25% most and best rated outlets in this area
• Fair shows the outlet scores between 25%-75% in its area (middle of the range)
• Low indicates that at least 75% outlets in 1,000 area has better engagement than current outlet

For an outlet to score in Top segment there are also additional requirements which needs to be fulfilled:

• at least 4 outlets in the area of 1000m radius
• rating at least 3,95 *
• engagement at least 20 (text reviews & ratings)

Growth measures outlet's dynamic in engagement over time.

There are two dimensions to growth – one is initial engagement. High engagememt indicates "well-established" outlet. The second dimension is the change over time (growth in engagement). This is measured as quarterly change in reviews.

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Based on this two dimension we indentify 3 key segments: 

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1. Champions - well-established outlet with a high growth dynamic.
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2. Steady - These places are well-established and grow at a steady pace.  Outlet of this type has most likely reached its market and audience peak and fast growth should not be expected, but the business is steady and well-performing.
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3. Opportunity - Small & fast growing outlets that are yet to be perceived as established. They often opened recently and are still building their customer base. Over time they either fade out, grow to champions or reach their peak and become steady. The key is to spot and utilize them in this early stage and then reap the rewards if they become big.

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Food & beverage rank estimates total outlet revenue generated by volume of sold food and drinks. Each value of output represent one quarter of the market. Top represents 25% of outlets with highest revenue from food and beverages.

Drivers that influence estimated performance of an outlet are following: 

• Premise type
  Since we are hunting the large volume and wide range of products, Restaurants are clearly on the top of the scope followed by Hospitality gastro, Fast food and Pubs. Sweet / Coffee / Tea gets lower scores as we expect lower turnover of goods.
• Engagement
  Total sum of reviews turned out to be very strong indicator of big volume. The higher ranking count, the higher turnover of the goods.
• Local Champion
  Similarly also local champion that is a combination of rating count and value.
• District
  Each district gets points according the Gross Regional Product segmentation.
• City
  Top 10 wealthiest cities get points accordingly also with lower weight.
• Opening hours
  Day has higher expected food consumption than night and the longer time it is open, the higher turnover is made.
• Delivery
  Delivery flag is very strong indicator of higher potential especially in the Covid Age.
• Frequented Place
  Highly frequented places, ranked count of gastro premises in 200m, is another very strong potential indicator.
• Competitive Place
  Highly ranked count of the same category premises in 200m is on the other hand decreasing potential for each outlet.
• Cuisine
  Based on expert inputs we estimate the following cuisines to have the highest potential - local cuisines (e.g. Czech, Polish), International and Fish & Steak & Burger.
  

Seasonality helps uncover outlets that benefit from seasonal visits (e.g. summer holidays, winter ski holidays etc.). This indicator marks outlets located in summer or winter seasonal localities. Outlets either have summer, winter or mixed seasonality type which marks the peak season for their revenue. You can use this indicator to determine what kind of products will be best suitable for the outlet's customers.

Shows what makes the outlet popular with its customers or what is the main reason for their visit. This indicator will help you create the best product mix for maximum effectiveness at this location.

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• Active night entertainment - Outlets where people go for some kind of nightlife fun like discos, clubs, dance clubs and places with regular live music.
• Adult Entertainment - Adult entertainment reserved for erotic clubs and similar outlets.
• Active all day entertainment - Outlets offering some kind of around-the-clock activity (e. g. sports or board games). Guests come here mainly for the activity, but they also eat or drink to refresh themselves. 
• Small Refreshment - Outlets where people go for quick refreshments like drink, ice-cream or snack. Customers typically won't spend much time here and will often consume what they bought on the go.
• General eating out - Outlets where eating breakfast/lunch/dinner are the key reasons for visit. Many regular restaurants belong here. If such outlets offer something distinctive beyond food they receive more labels (e.g. enjoying beer, enjoying wine)
• Sweet & baked - Outlets where people go for a wide offering of sweets and baked products like sweetshops, ice-cream parlors, bakeries and similar outlets.
• Coffee - Outlets with primary focus on coffee or places where coffee is an important part of a customer's visit. 
• Tea - Mainly tea rooms or places where a wide range of teas is clearly mentioned.
• Cocktails & spirits - Outlets which mainly offers cocktails and spirits like bars or clubs and sometimes pubs. 
• Wine - Primarily wine bars but also restaurants, bistros and regular bars with wide selection of wine. 
• ‍Beer - Outlets where people go for a beer with a group of friends. Most pubs and many restaurants will fit here.