Software aids development at Papa Murphy's, Rita's

Nation's Restaurant News,  August 13, 2007  

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VANCOUVER, WASH. -- Papa Murphy's International, based here, and Rita's Water Ice Franchise Co., based in Trevose, Pa., both are using geoVue software for development activities.

Kevin King, senior vice president of development for PMI, parent of the Papa Murphy's Take 'N' Bake Pizza chain of nearly 1,000 units, said the software's analytic approach "has brought new insight to our development decisions." For example, he said, "geoVue enables us to generate different build-out scenarios to determine the optimum strategy. We've also created sophisticated profiles that quantify the demand for our offerings."

Jim Rudolph, chairman and chief executive of Rita's, franchisor of the 450-unit Rita's Water Ice chain, said the software helped his group make a six-store entry into the Atlanta market. "Our [franchise] partners appreciate geoVue," he said, "because it enables transparent decision making and drives maximum store revenues without cannibalizing sales."

Officials of Woburn, Mass.-based geoVue said the software develops predictive store trade areas that help users to decide which markets to enter, expand in or exit. It also helps users optimize store networks within markets and localize marketing and merchandising, they noted.

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