LANCH x Targomo: Location Intelligence as a Strategic Advantage

LANCH GmbH is celebrating its first anniversary with impressive successes and ambitious plans. Launched in May 2023 with the spectacular announcement that it would also be operating in many small German towns in the future. The company has quickly picked up speed, and the launch of the virtual brands “Happy Slice” and “Loco Chicken” in collaboration with investors and partners marked the beginning of a rapid development. Within a year, LANCH has achieved remarkable expansion with over 200 partner restaurants operating as Virtual Kitchens. 

The company’s ambitions do not end there, however. It recently announced the opening of several physical locations in the form of restaurants in cities such as Berlin, Frankfurt am Main and North Rhine-Westphalia. Further significant steps in LANCH’s development were announced by investor and influencer Trymacs during an online presentation. Among other exciting news, he announced plans to double the number of production and sales outlets. This means the sky is the limit for LANCH and demonstrates the company’s ongoing commitment to pushing the boundaries of what is possible in the food delivery industry. 

In this highly dynamic environment, location management plays a key role in the company’s success. Kevin Kock (Chief Revenue Officer) is part of the four-member founding team and leads the strategic decision-making processes. With a clear focus on expansion, Kevin manages the development of new markets and business areas. This means the acquisition of new partners and expansion into new regions and business sectors such as the establishment of physical restaurants as a fully comprehensive franchise system. 

The dynamic growth of partner companies that are already operating successfully requires ongoing advice and support, especially when it comes to selecting new locations. The transition from single-unit to multi-unit ownership places high demands on location planning, as the full potential of the companies can only be realised through an optimal location. Proximity to the target group, easily accessible locations and the socio-economic environment are decisive factors that must be considered. 

The TargomoLOOP location intelligence platform is a key element in helping LANCH to master the challenges of expansion. LOOP enables the expansion team to analyse demographic data and population movement patterns, providing key insights. These insights are essential to select the best locations and delivery areas for the company’s ongoing expansion. 

Technology is also vital, as Kevin explains: “The ability to evaluate and compare locations using accurate data has allowed us to significantly optimise our expansion strategy.” This data-driven method enables LANCH to make informed strategic decisions that not only extend the company’s reach but also significantly improve the chances of success in new locations. 

TargomoLOOP provides LANCH with in-depth analytics that allow the company to focus on regions with the highest potential for growth and market acceptance. This approach consolidates LANCH’s position in the market and promotes sustainable growth and scaling of the business model in a competitive market environment. 

The decision in favour of Targomo was strongly influenced by the flexibility and user-friendliness of the technology and its team. Kevin highlights the importance of these criteria in the decision-making process: “A fast, agile team and an intuitive tool were crucial.” Thanks to the user-friendly design of the software, LANCH team members can create comprehensive analyses even without in-depth technical knowledge. 

Kevin is optimistic about the future of his company, and recent developments reinforce his optimism. The early commitment to data-driven site planning represents a significant competitive advantage that enables LANCH to make strategic decisions with greater certainty. Kevin is convinced that the food delivery market will continue to be enriched by new entrants with innovative ideas, and that the brands that are strongest and most relevant will ultimately dominate and achieve sustainable success. 

Kevin plans to continue working closely with Targomo for future development, particularly expansion into the physical restaurant sector. The use of up-to-date and high-resolution footfall data will play a key role in this. This footfall information is essential to optimise site planning for new physical locations and minimise the risks that can arise from high investment costs in this sector. Targomo’s API interface will also play an important role, allowing the LANCH team to seamlessly integrate data and site information into their own systems and build additional expertise. These approaches affirm Kevin’s commitment to a thoughtful and data-driven expansion strategy aimed at managing LANCH’s growth sustainably and successfully.