Papa Gino’s Expands Chain With Optimization Solution

Papa Gino’s Inc. is streamlining its growth strategy by deploying location-optimization software.

The Dedham, Mass.-based privately held company, which operates 170 Papa Gino’s pizzerias and 200 D’Angelo’s sandwich shops, has plans to expand both of its brands outside of New England. In an effort to ease this transition, the chain will use location-optimization software from geoVue, Woburn, Mass.

Using predictive analysis, geoVue delivers predictive store trade areas that enable retailers to determine which are the best markets to enter, expand in or even exit. The solution also determines how the chain should optimize store clusters that operate within specific markets, and how to localize marketing and merchandising.

Armed with geoVue, Papa Gino’s evaluated all of the markets in the eastern half of the United States to determine which markets would be the best fit for its brands. The company then determined locations within each market by assessing each of the retail areas within a market. Finally, the solution evaluated factors including demographics, competition and anticipated demand for competing brands in the area.

“The solution gives us insights into which markets are priorities and why,” said Anthony Padulo, the company’s senior VP of franchise development. “The software also assists in helping us determine how many restaurants we should open in a given market, which trade areas they should be located in and how to prioritize them.”

Papa Gino’s, which added the solution in June 2006, will use geoVue to plan more than 200 locations over the next five years.