Brand dominance and industry data can help municipalities discover which chains have the largest market share in their region, which chains are gaining or losing ground over time, and how specific chains rank against their competition. Assess brand performance by visits and across industry categories. 

You’ll be able to answer these questions after reading this article:

1. How do you review trends in your region?
2. Which chains have the largest market share in your region?
3. Which chains have gained or lost market share over time?

Get started with the following steps:

Step 1: Review trends in your market by analyzing visit patterns and behavior

a. In the top navigation bar, select Industry.

b. Click Add Industry and select your industry and region (Nationwide, State, DMA, CBSA) of choice (list of supported industries is here). Click Update Report.

c. Choose the date range of interest and click Apply.

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d. Scroll to the bottom section, Ranked Chains. See the chains in the selected industry and region with the greatest market share by total, monthly, or weekly visits.

e. Click Variance in the left sidebar. Variance List allows you to see which brands have gained or lost the most visits over the time period reviewed compared to previous weeks or years. 

Step 2: Use the Duplicate function to compare the same industry to itself in different time periods

a. Click on the three dots and then Duplicate.

b. Click on the calendar drop-down and select Advanced. In the right drop-down, select Filter per Industry, select the relevant dates, click Apply, and then Apply Filters. In this example, sit-down restaurant brands in the Atlanta DMA in 2019 were examined compared to 2021.

c. Scroll to Ranked Chains. Note that while the top 4 chains retained their places, the brands below them shifted, including Steak ‘n Shake and O’Charley’s falling out of the top 10 entirely.

Pro Tip: Use Placer’s Advanced Brand Dominance tools for additional insights. Placer’s Brand Dominance is a raw data feed of foot traffic and rankings on the most popular premium retail chains in the U.S. It’s used to break down the performance of brands by visits and across industry categories. The data feed and Tableau interface are updated monthly. For more information on Brand Dominance or to request pricing information, click here.