Locating Profitable Retail Sites in Kenya

Fraym identified opportunities for a restaurant's strategic expansion in Kenya.

Specifically, we:

  • Identified the total number of new restaurants that the Kenyan market could absorb
  • Located the most profitable prospective locations for new restaurants

How did we accomplish this?


Calculate the number of stores the market can support

Fraym used the client's existing data on current consumers, paired with our proprietary subnational data, to calculate the restaurant "support ratio" -- i.e. how many customers are required to support one profitable location.

Our analysis provided precise guidance on how many new stores would be feasible in Kenya. Even more powerfully, we determined how many stores each individual city or nieghborhood could support.


Construct target restaurant consumer profile

To understand the restaurant's ideal customers, Fraym used its proprietary data to sample the people who live around the most successful existing stores. We combined this insight with what the client already knew about its ideal customers. Taken together, this approach yields precise insight on what types of customers the client should prioritize.

The average target household has


adult members

Target households are headed by someone in their late 30s, well educated, own cars and other durable goods, and spend at least $65 monthly on QSR.

Characteristics of Consumers Inside and Outside of High-performing Restaurant Catchment Areas


Locate the most profitable sites for new stores

Fraym maps target customer density, daytime populations, traffic patterns, competitor locations, and other critical information. We triangulate this data to uncover the best possible locations for new stores. Then we construct a custom catchment area and describe, in detail, the potential customer base for each new location.

Hover the legend to zoom (+)


The end product is a robust, prioritized "hit list" of the best potential new sites for development. Fraym's data and approach for retail market scoping and site selection is unparalleled in Africa.