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The integration of data tools such as Mytraffic enables us to quantify many of the variables we study in the field when analyzing the location of a future restaurant.

GOIKO - David Menèndez - Head of Expansion

GOIKO

GOIKO is Spain's leading gourmet burger brand, founded by Andoni Goicoechea in 2013.

GOIKO now has 115 locations in Spain, 4 in France and 1 in Andorra without franchisees, as well as a takeaway and delivery service to bring authentic “Chorreo” to every street corner.

Every day, the #TEAMGOIKO of over 2,000 people works to grow and offer a unique standard of quality.

Sector

Catering

About GOIKO

- 120 sites in Europe

- More than 2000 employees

- Expansion plans

Stake

GOIKO's challenge is to find the best opportunities in terms of location and to be able to rely on reliable, qualitative data.

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Need

Identify the best locations for expansion, taking into account pedestrian characteristics and flow.

Solution

Mytraffic's reliable, qualitative data can be used to analyze trends in pedestrian flows and socio-demographic data, enabling us to locate our stores in the most appropriate locations.

Result

Mytraffic has enabled us to obtain higher quality data to reinforce our implantation studies.

David Menèndez, Head of Expansion at GOIKO, shares his experience of using the Mytraffic platform to make the best investment decisions in new locations.

Can you tell us more about the development and expansion project you have promoted at GOIKO?

GOIKO has an ambitious expansion plan, which will enable us to continue consolidating our position as Spain's leading gourmet burger company over the next few years. We're also focusing on the growth of Basics by GOIKO, which has huge potential and which you'll soon see in many other cities.

You have the perfect recipes to create the best burger. What would be the perfect ingredients for a GOIKO establishment?

The main thing is to understand that each brand has its own needs. A store for GOIKO is not the same as a store for Basics, sometimes a store can be suitable for both brands but they usually have different requirements. 

Beyond that, the pedestrian flow and the visibility of the store are key for us. Those two aspects would be our meat and our bun, from there you can build a great burger.

How does this data help you in the process of choosing new locations?

The data we obtain allows us to quantify many of the variables we analyze when studying a location. It allows us to reinforce the studies carried out by the expansion department from the field and from the experience of the managers.

How do you use this data today?

The key is in the interpretation of the data. We get data from multiple locations and compare, both with our current restaurants and with other locations. Based on that we build our own model that allows us to try to be more accurate in sourcing locations. 

If you could give one piece of advice to a company in your sector regarding the use of this type of technology, Location Intelligence, what would it be? 

This type of technology is the present and future of expansion, complementing the knowledge and experience of the departments. We've always sought to have more data on the places we survey, I myself did people counts by hand in my early days, and using these tools will enable us to continue to grow and improve our great sector.

David Menèndez Head of Expansion @ GOIKO

As the Head of Expansion, my mission is to find the best locations for Goiko's growth and consolidation strategy in Spain.