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How A Growing Franchisor Confidently Plans Infill Store Development

A dedicated and regional franchisor in the Greater Pittsburgh Region, Heartland Restaurant Group (HRG) has seen significant growth in recent years and anticipates additional store development on the horizon. With 52 operating Dunkin’ Donuts and Baskin Robbins restaurants today, HRG plans to add at least 20 more locations in the coming years and potentially expand their suite of brands.

Expansion like this doesn’t happen without careful planning and an extensive due diligence process. In order to maximize their market network, HRG partners with PiinPoint to intelligently place new locations that will only increase their successes. 



“We like partnerships rather than the customer-vendor approach. PiinPoint seemed very willing to enter into a partnership that benefits both businesses and to work to tailor to our needs. That is the type of business relationship we look to have"

Mike Zappone, Real Estate and Construction

A Partnership Approach

“We like partnerships rather than the customer-vendor approach. PiinPoint seemed very willing to enter into a partnership that benefits both businesses and to work to tailor to our needs. That is the type of business relationship we look to have,” explains Mike Zappone, HRG’s Real Estate and Construction Manager.

Heartland Restaurant Group has consistently ranked as one of the fastest-growing companies in the Pittsburgh region and in 12 years have grown from 0 to 52 restaurants with over 2,000 employees. As they enter this next stage of growth, the placement of new sites in locations with the greatest opportunities to serve their customers is of utmost importance.

Diamonds in the Rough

“The biggest challenges in site selection are now just starting as we fill in our market with under-served pockets. The slam dunk locations are mostly built out. Now we need to rely on data and mapping to make sure we are finding those little diamonds in the rough that can fill out our DMA area without hurting our existing restaurants,” says Zappone.

With PiinPoint, HRG is able to minimize their chances of cannibalizing existing stores. By analyzing their existing market to understand what is happening at current locations, they can better evaluate potential new trade areas and strategically plan their growth.

About Heartland Restaurant Group

The Heartland Restaurant Group is the franchisee group that has brought the resurgence of Dunkin’ Donuts to the greater Pittsburgh area. The development of our people and support within our local communities continues to play an essential role within our growing organization. We stand alongside our guiding principles of Honesty, Integrity, Respect, and Trust to deliver extraordinary operational excellence to ourselves and, most importantly, our guests. As a result, we have been one of Pittsburgh’s “Best Places to Work” and “Fastest Growing Retailers” five years in a row!

Website: www.heartlandrestaurantgroup.com