Knowledge Hub

Advice and answers from the Restaurantology Team

When assessing how many units a particular Concept or Company owns, it’s important to have a documented approach of what does and does not count when reviewing a physical location (aka Unit) and creating the corresponding roll-up summaries.

For starters, a simple definition:

A restaurant “unit” is defined as a brick-and-mortar establishment where food and/or beverages are sold to customers.

While seemingly specific, this definition still leaves a considerable amount of gray area when assessing the size of a business entity, namely because there are several “sticking points” that sales reps will quickly, and perhaps painstakingly, call into question.

Below is a growing list of considerations that can quickly complicate our definition, and that represent factors that Restaurantology does not include when assessing unit counts, also know as a Concept’s or Company’s Total Addressable Market (TAM):

  • “Coming soon” locations
  • Co-branded locations
  • Food kiosks
  • Food trucks/carts
  • Stadiums/event center concessions
  • Seasonal establishments
  • Farmer’s markets
  • Pop-up establishments
  • Virtual kitchens
  • “Eatertainment” venues aka movies, arcades or golf establishments with food/bar
  • Country club w/ food