100% success on our 100 restaurant openings
Stéphane Clément - Retail Expansion Director
Created in 2010 and developed as a franchise in 2015, Pitaya is the first Thai street food network. A concept inspired by typical Thai restaurants and adapted to current trends and new Western consumption patterns.
- 76 restaurants today
Continue expansion strategy:
- 105 openings by the end of 2021
- 20 international openings in 2021
Estimate the potential revenue of a location before opening a restaurant.
Quantitative and qualitative footfall data on a specific address.
100% of the restaurants opened after a study integrating Mytraffic data have achieved revenues in line or above forecasts.
Founded in 2010, Pitaya is the leading Thai street food restaurant chain in France. In 2016, we began opening franchises. Today, we have over 100 restaurants in France and in Europe and we plan to become the European Thai restaurant leader.
How do you use footfall data today?
Stéphane Clément: Mytraffic is a fundamental step in our development process. Once we have pre-validated a location internally, franchisees or candidates are invited to make a data-driven study of their future location.
What added value does Mytraffic deliver?
S.C.: Footfall data is the most important data in our decision process. First, we measure traffic intensity as a key criteria. Second, we analyse consumption times and competition. We like to set up in areas where there is an important fast-food activity because it means a dynamic environment for us. Finally, we study customers’ typology as our core customers are between 16 and 45 years old.
In concrete terms, what is the objective of those market studies?
S.C.: The goal is to determine the potential revenues that a location can generate in 3 to 5 years. The candidate can then build his business plan based on the revenues determined thanks to Mytraffic’s data. The first point is to be sure that the forecasted revenues could allow a viable economic business. Moreover, Mytraffic’s study will reassure the banker.
Do you have any key results to date?
S.C.: We have been working with Mytraffic for 3 years now, which allows us to have sufficient hindsight. 95% of Pitaya restaurants that have opened today have reviewed by Mytraffic footfall data. We are very reassured because for all our franchisees, the revenues were perfectly in line with the Mytraffic forecasts, and sometimes even underestimated: we only had great surprises.
And since Covid-19?
S.C.: Today, among our network of 100 restaurants, not a single restaurant has been closed, has suffered a recovery plan, or has been liquidated. Our network revenues confirm the accuracy of Mytraffic data. We still have great growth expectations- we have 60 openings scheduled for 2021.
Stéphane Clément Retail Expansion Director @ Pitaya
With more than 21 years of experience in franchising for brands such as 5àSec, Rapid Flore, Monceau Fleurs, La Boîte à Pizza or Mythic Burger, Stéphane Clément is now the Retail Expansion Director of pitaya.