Binghamton Hots - Competitive Analysis

Goals

Provide opposition (competitive) research for Binghamton Hots to see who they're up against as they seek to franchise. More information on their concept can be found in the attached deck.
  • Identify small and medium franchise competitors to Binghamton Hots.
  • Focus on companies in the NY tristate areas with 1-20 locations (franchise or corporate).
  • The competitors should serve American comfort food (burgers, pizza) in a fast-casual setting (excluding casual dining)
  • For each competitor, provide information on their offerings (features, benefits), brand look and feel, customer persona (do they serve young people, college kids, family, etc), location (downtown, suburb, etc, number of locations), differentiation point, and general themes observed in their online reviews.
  • Exclude bigger franchises and casual dining franchises.
  • Consult this sample research and these resources: International Franchise Association (IFA), QSR Magazine, Fast Casual.

Early Findings

Data Availability

  • The initial round of research indicates that data availability is limited on fast-casual restaurants in the NY tristate areas that serve American comfort food, have 1-20 franchise or corporate locations, and serve both college students and late-night crowds.
  • However, data availability on fast-casual restaurants in the NY tristate areas that serve American comfort food, have 1-20 franchise or corporate locations, and serve either college students or late-night crowds is adequate.

Binghamton Hots' Competitors

  • To identify the competitors of Binghamton Hots, we considered fast-casual restaurants in the NY tristate areas that serve American comfort food and have 1-20 franchise or corporate locations.
  • Additionally, we prioritized competitors that serve a similar demographic i.e., either college students or late-night crowds. Fast-casual restaurants that serve both demographics and have 1-20 locations were not found during the initial research.

375º

  • Launched in 2017, 375º is a fast food concept established in New York City’s Lower East Side.
  • Its menu includes Fried Chicken Sandwiches, Chick 'N Waffle, Combo Meals, Chick 'N Pop, fries, sauces, and drinks.
  • It claims to differentiate from other restaurants by offering "all-natural, hormone and antibiotic-free chicken fried in 100% vegetable oil."
  • Its Lower East Side location serves late-night crowds from 12:00 pm - 12:00 am from Monday to Thursday and 12:00 pm - 2:00 am on Friday and Saturday.
  • The company is seeking to expand its network with upcoming locations at 649 9th Ave, New York, New York 10036 and 2368 Hoffman Street, Bronx, NY 10458.

Wolfnights

Summary

  • During the initial round of research, we have identified two competitors of Binghamton Hots.
  • We have also provided some details for both competitors, though additional details as laid out in the shared sample and deck can be provided with additional research.
  • Based on data availability, we anticipate being able to fully answer the research question.

Research proposal:

Only the project owner can select the next research path.
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