Market Map Charting the course for successful shops

Demography.  A familiar science with a powerful presence in today’s competitive marketplace.  It is hard to overestimate the impact that population statistics bring to vomFASS franchise location choices.  Credible compilation and interpretation of a location’s demographics are one of the most important predictors of a successful franchise.  It is with that knowledge and the commitment to bring only the best resources to their franchisees that vomFASS USA now offers the services of nationally respected MarketMAPS to every new location decision.


Our vomFASS Franchise Development team uses the cutting edge proprietary demographic software to learn the specifics of a market being considered for development. This software is customized for vomFASS and updated with the latest demographically relevant information.  This valuable insight allows vomFASS to locate shops where the customers are TODAY and will be TOMORROW.

 Who is the vomFASS customer?

Our customer is a savvy and sophisticated shopper with an appreciation and budget for fine foods and beverages. They shop at upscale grocers like Whole Foods and frequent other specialty stores like Sur La Table, spice shops, cutlery stores and gourmet butcher shops.  Knowing exactly who the customer is, and what stores they frequent, is vital when finding only the best new vomFASS locations.

The following are the demographic categories that are analyzed:

 Population—The population of an area is critical to understanding the size and potential of the market. A successful store needs a critical mass of customers.  This requires a base of potential customers in the market to shop, buy and return again.  Population is a key demographic component for any statistical software, but at vomFASS, tourist population is also an important component.  A vomFASS shop has great appeal to the tourist market.  Offering only the best extra virgin olive oils, fruit and balsamic vinegars, rare spirits, liqueurs and fine wines are what tourists are eager to bring home as a tasty memento from their travels.

 Retail Sales—Retail attracts retail. A shopper appreciates the convenience of being able to shop at multiple retail locations without driving all over town. The success of shopping malls and strip centers is a testament to the appeal of retailers locating in proximity to one another.  A vomFASS shop located near other ‘foodie’ shopping destinations is often a retail “home run.” The demographic software used by the development team provides the mapping and aggregate retail sales that can be analyzed down to the block level.

The retail tenants located near your location are known as co-tenants.  vomFASS tries to be located next to co-tenants that our customers visit often, such as spice shops, cutleries, butcher shops or premium grocers.  If there are none of these types of co-tenants, then a brisk pedestrian traffic is important. Pedestrian customer traffic is not available from demographic software, so our Franchise Partners observe the traffic by physically counting walkers-by, thus documenting their demographic profile.

 Median Household Income—vomFASS products are not cheap so our customer are more likely higher income individuals. The demographic software is helpful in targeting market areas that have higher household incomes.

 Education—The vomFASS customer is more likely to be college educated than not. The demographic software provides details for the market areas under consideration of the number of individuals who have attended college, graduated from college, have a masters or PhD degree.

The demographic software is also used in defining a franchise owner’s protected territory.  In franchising, a protected territory is established around a shop that excludes other shops in the franchise from locating within that territory.  Once a retail lease is signed by the vomFASS franchise owner, a protected territory is mapped and established.  The size of the protected territory has an approximate a population of 50,000, but other considerations are made such as median household income, education, and location of retail shopping districts nearby.

Armed with these informational tools, vomFASS franchisees are well-equipped to achieve their dreams.


Disclaimer: This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only. Currently, the following states in the United States regulate the offer and sale of franchises: California, Hawaii, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Oregon, Rhode Island, South Dakota, Virginia, Washington, and Wisconsin. If you are a resident of one of these states, we will not offer you a franchise unless and until we have complied with applicable pre-sale registration and disclosure requirements in your jurisdiction.