CHICAGO, Aug. 6, 2018—Technomic Inc. and GroundTruth, the leading location platform, today announced a partnership to further enhance Technomic’s brand sales performance-tracking product, Transaction Insights. Transaction Insights already features ongoing purchase data from more than 3 million consumers, representing more than 18 million monthly foodservice visits. Unprecedented transparency allows users to see every competitive brand within the leading 200 chains, down to the market level, and proprietary modeling methodology based on Technomic’s deep expertise in the foodservice industry provides unparalleled accuracy.
With the addition of GroundTruth’s database of 3 million mapped business locations through its proprietary Blueprints technology and 75 million mobile devices, Technomic’s traffic intelligence will more closely report on foodservice visits at the daypart level and allow the company to leverage location data into comparable store performance modeling. Technomic customers will now be able to answer questions such as:
- Which restaurant chain is winning breakfast in Dallas?
- Which QSR is gaining market share against leading competitors? How have they grown business across dayparts and what initiatives may be driving this?
- How has a new menu item or media campaign impacted foot traffic?
“Understanding traffic at the daypart level can inform competitive brand strategy, especially related to the menu and daypart-specific promotions,” said Sara Monnette, vice president of innovation at Technomic. “GroundTruth provides us with a large, reliable location data set which in turn allows us to provide our customers with unprecedented insight into their business at a very granular level.”
“Our customers are asking for better behavioral information to make informed business decisions, and our partnership with GroundTruth allows us to continue to lead innovation to that end,” said Shawn Edwards, president at Technomic. “Our ongoing quest is to provide a holistic, transparent view of the foodservice industry through bigger and better data sets, and this partnership is one more step in that direction.”
“Location is the biggest untapped opportunity for digital marketers wanting to drive business growth,” said Eric Hadley, chief marketing officer at GroundTruth. “Consumers may aspire online, but they live offline—no one travels to a restaurant without genuine intent. For the last decade, we’ve focused on building the most reliable location data out there, and we’re excited to partner with Technomic to provide their clients with valuable location-based insights.”
GroundTruth is the leading location platform that leverages data and insights to drive business performance. Using its proprietary Blueprints technology, GroundTruth is able to learn about mobile users and reach them at the right place and right time, ultimately helping companies inform their marketing decisions, increase sales and grow their businesses. Through its data foundation, GroundTruth sees two out of three smartphone users in the U.S. and more than 30 billion physical visits annually across 21 countries globally. Learn more at www.groundtruth.com
Technomic Inc., a Winsight company, delivers a 360-degree view of the food industry. It impacts growth and profitability for clients by providing consumer-grounded vision and channel-relevant strategic insights. Its services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Its clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit Technomic at www.technomic.com.
About Winsight LLC
Winsight LLC is a recognized leader in business-to-business media and information services for the convenience-retailing, foodservice and grocery industries. Winsight has an extensive media portfolio, including five publications: CSP, Restaurant Business, FoodService Director, Convenience Store Products and Winsight Grocery Business. Winsight also offers a suite of digital products, including websites, e-newsletters, webinars, video products, mobile and tablet apps, and custom marketing solutions. In addition to more than 12 major EduNetworking conferences and advisory meetings, Winsight also produces seven exclusive, large-scale executive-level conferences: Restaurant Leadership Conference, Global Restaurant Leadership Conference, Outlook Leadership Conference, Convenience Retailing University, FSTEC, MenuDirections and Restaurant Directions. In 2015, Winsight acquired Technomic Inc., a provider of primary and secondary market information and advisory services for the food industry. For more information on Winsight and its brands, go to www.winsightmedia.com.
Sunshine Sachs on behalf of GroundTruth