Market segmentation
How Restaurantology groups multi-unit organizations based on size to support sales strategy and reporting.
Updated over a week ago
Market segmentation—or Size tiers—is a common approach used to organize sales coverage models and build targeted marketing campaigns. At Restaurantology, market segments reflect the verified unit counts of each Concept or Company.
While different organizations may apply their own definitions, Restaurantology standardizes segmentation into four clear tiers:
- Independent (IND): 2 – 5 unit
- Small and medium-sized business (SMB): 6 – 20 units
- Mid market (MM): 21 – 100 units
- Enterprise (ENT): 101+ units
[!NOTE]
Single-unit businesses (often referred to as “mom-and-pop” restaurants) are not included in Restaurantology’s dataset and are therefore not represented in segmentation tiers. The IND category refers exclusively to Concepts and Companies operating between 2 and 5 units.
Size tier breakdown
| Segment | Unit count range |
|---|---|
| IND | 2 – 5 units |
| SMB | 6 – 20 units |
| MM | 21 – 100 units |
| ENT | 101+ units |
Why market segmentation matters
Segmenting prospects by size helps revenue teams align sales coverage with the hypothesized complexity of the deal. Larger Concepts and Companies often require more complex solutions and longer sales cycles, which are typically assigned to more senior sales representatives. SMB and mid-market accounts may support faster cycles and a broader, scalable customer base.
[!INFO]
While size is a primary segmentation factor, other firmographic attributes—such as Service type or Ownership—may also influence how revenue teams prioritize accounts.
Next, continue to Menu categories →
