• "A bad location can destroy an otherwise fantastic concept" - Joseph Szala
• Starting with the premise and understanding within that what an occupancy budget, projected revenue, and lease is important and difficult
• Value is another element. How do you know if a neighborhood will value the concept and what you make.
• Confidence is the third way. Not just in human tuition but fuel it with data science.
• Discussed Borne reporting system and the difference between the single address reports and the growth and scale fuller system
• Borne looks at travel into the neighborhood ending with POS spend/transaction to garner insights into demand in the neighborhood
• Navigator system is for multi-unit brands. It has insights into market research, demand, behaviors, etc to find where a brand should scale.
• What makes for a bad location? So many factors go into the thought process for a good decision so it's hard to pinpoint one thing that makes for a bad restaurant location.
• Proof by Existence of Another Brand - Allowing successful brands dictate a "good location"
• Traffic Approach - Does it have traffic patterns needed to succeed?

Transcript 00:00.00 vigorbranding Everyone today I'm joined by my friend Gregory Nasser he is the Ceo of born which we will unpack. It's an amazing system I'm so pumped about it but before we do that gregory say hello and give a little backstory.

00:13.25 Gregory Don Nasser Hey, hey what's up forktail nation. So Gregory Nassar out here in the bay area in California Twenty five plus years in the restaurant hospitality business I opened my first restaurant in 2006 early 2006 and sold it. Right? before the recession in 2008 went on to work with some phenomenal organizations throughout the United States and in 2019 had my entrepreneurial juices going and hooked up with one of the senior engineers at Linkedin and we started born. A restaurant location intelligence company and just real excited about the work. We've been doing and thank you for having Assange Joseph

00:58.52 vigorbranding Of course, yeah, and and it's a fantastic system one that I've been enamored with we've used it for some of our clients I know some other agencies I've used it for some of their clients. Um, and and there's a lot of story to tell there? Um, but let's start at at the beginning a little bit here. So. For those in the industry a while we know that this industry is sure about food a little bit but it starts with real estate. It is about location and a bad location can absolutely destroy an otherwise fantastic Concept. So. What has been some of the the challenges or the toughest things for restaurants here is when it comes to finding the right location in your experience.

01:42.47 Gregory Don Nasser Yeah I mean I think there's there's quite a few different buckets here. Um I think obviously starting with the actual premise the availability of the premise and then understanding within that what occupancy budget would look like given a projected revenue. And or lease expectation. Ah, usually we see a lot of restaurant closures just based on that one fact and so having those things aligned is super important and you know relatively hard the other the other item that we we really want to understand and or we see. A lot of trouble with is value and how does and how do you know a guest or a neighborhood is going to value your concept as planned and that value is a key word because people see value across cuisine and across check average in different. Ah, ways in different markets across the United States so values is really important and then I think you know I think in finding locations having confidence and not just confidence in your in your human intuition and and really driving that decision making but understanding how to meet intuition with data science. And with patterns that are out there that yo