The Evaluation of Trade Area Models and Analysis Methods for Site Selection from International Quick Service Restaurants’ (QSR) Perspective

Abstract

International quick service restaurants (QSRs) have become a standalonesector due to their significant market share throughout the worldinstead of being considered under the food and beverage sector. Thesuccess of QSR site selection is directly related to land use and marketpotential estimation. This relationship has a significant influence onurban texture, identity and cities' development processes, given the highnumber of QSRs in urban spaces. Diverging from the current retail sectordynamics, the QSR sector brings to the table different needs in terms oftrade area characteristics and spatial characteristics. In this respect, theaim of this research is to deliberate a methodological frameworkinvestigating site selection decisions of international QSRs and toestablish a conceptual framework for an applicable model. Accordingly,first, the relationship between trade area analysis and site selection ofinternational QSRs is examined. After that, trade area models of TheProximal Area Model, Reilly's Law of Retail Gravitation Model, CentralPlace Theory, Huff Model, Analog Model and Geographic Interdependence Model are discussed according to their competence ofQSRs’ site selection. Then they are analytically evaluated within theframework of today's economic, social and spatial developmentvariables. Finally, Regression Analysis Methods and GeographicalInformation Systems (GIS), which are encountered in literature and usedin practice are examined, and a new theoretical framework for a siteselection model integrating Regression Analysis Methods and GIS isproposed.