BURGER KING® signs up for Site Impact Studies

London – 4 April, 2005 - MapInfo Corporation (Nasdaq: MAPS), the leading global provider of location intelligence solutions, today announced the UK launch of MapInfo® Location Reporting Service, a fast and accurate reporting and analysis service to provide retailers, planning professionals and marketing executives at all levels with accurate information for area profiles and the ability to better understand customer behaviour.

The service comprises a range of geodemographic reports around a particular site, which enable retailers to more accurately define their target audiences for a specific geographical area.  Customers can choose from a number of pre-determined services, such as site evaluation reports, customer insight packages and site impact studies or select bespoke reports and mapping projects.  A site impact study, for example, is an essential tool especially for a franchise operator to prove the requirement for a proposed site and that the site is not going to have a negative impact on the sales of existing sites in the same area.

This new service offering, which draws on MapInfo’s expertise in location-based analytical services is aimed specifically at SME retailers, restaurant and franchise operators, and provides them with access to critical, objective location-based information on which they can base sound business and investment decisions, without the requirement for a major investment in new software, data and in-house location intelligence skills.

One of the first companies to sign up for the service is BurgerKing Limited (Burger King), which has commissioned Site Impact Studies from MapInfo to show the potential transfer of sales revenue from existing restaurants to potential new facilities.  This is an important exercise to get right particularly for a franchise operator, such as Burger King.

The first stage of the MapInfo Site Impact Study is to collect, using expert field market researchers, a representative sample of actual customer behaviour at the existing location – indicating patronage patterns amongst real customers.  This information is then overlaid using grids onto street mapping and the transfer rate is calculated.  A detailed report is then generated, giving Burger King and the franchisee the information needed to make a decision about developing the new location.

Derek Griffin, Senior Development Manager, Burger King commented: “MapInfo provides sales transfer studies that enable Burger King to understand the impact of new developments on their estate.”

Phil Rooney, strategic market manager, retail sector, MapInfo, said: “The MapInfo® Location Reporting Service provides a vital confidence building factor to small to medium sized retailers that are considering opening a new site or that want to understand the impact of a new site on existing sites.  Companies can minimise risk and benefit from MapInfo location intelligence without having to make investments in new solutions and internal expertise, a proposition we believe will be very attractive.”

The MapInfo Location Reporting Service is based on the most up-to-date and granular data to provide the most accurate results, ensuring that customers can make better-informed business decisions.  The service incorporates Site Evaluation Reports, profile reports around a site or rank reports for a geography to determine the characteristics of a site; Customer Insight Packages, which enable B2C organisations to identify their best customers and what lifestyle characteristics they have in common; and Site Impact Studies, an independent assessment of the potential sales transfer to a proposed new site from any existing sites.  MapInfo’s experienced team of consultants also has the capability to deliver bespoke projects, whatever a company’s requirements, from custom Drivetime maps showing the location of schools to complex mapping and analysis.

The service is available immediately and costs from £995 ex VAT for a Site Evaluation Report.
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About MapInfo
MapInfo Corporation is a global company that integrates software, data and services to help organisations realise greater value from location-based information and drive more insightful decisions.  MapInfo solutions are available in 20 languages through a network of strategic partners and distribution channels in 60 countries. Headquartered in Troy, NY, MapInfo Corporation is on the World Wide Web at www.mapinfo.com.  The company’s UK and European headquarters are in Windsor, UK.