Director of Market Planning

Summary Of ResponsibilitiesThe Director of Market Planning is responsible for partnering cross-functionally with Development, Real Estate, Operations, and Finance to determine where, how, and at what pace the brand grows its café footprint. This role will also support the development of market strategies to maximize unit economics, franchisee returns and long-term brand penetrationThe ideal candidate is both analytical and strategic. They leverage cross-functional partnerships, large data sets and analytic tools, combined with a strong understanding of customer behavior, market demand and real estate to support actionable and thoughtful growth.Essential Functions And Key Results AreaMarket Strategy & PlanningBuild and maintain DMA and trade area level cafe capacity models, utilizing trade area and site characteristics, competitive density and brand performance benchmarksIdentify whitespace opportunities and priority markets for both new expansion and infill opportunitiesDefine optimal cafe clustering strategies, establishing maturity curves by market type (e.g. established, growth, emerging, new and next horizon)Set and manage ‘cafes per capita’ benchmarks and adjust based on trending performance dataEnsure cross-functional alignment on real estate execution that fits with the company’s long-term growth and financial goalsSite Selection & AnalyticsLeverage GIS tools such as Sitewise and large data sets to set true trade areas, identify top quartile cafe attributes (access, co-tenancy, traffic drivers, digital behaviors)Develop predictive AUV models based on correlation analysisBuild cannibalization models to quantify impacts of new cafes on existing units, understanding saturation curves and inflection points where returns become compressedIdentify minimum spacing thresholds by market type and leverage to identify underpenetrated opportunities and oversaturated marketsStandardize site grading scorecard based on optimal trade area, site and competitive characteristicsUnit Economics & Performance AnalyticsUnderstand franchisee unit economics, AUV, margin and payback implications across markets and cohorts to inform analysis and recommendationsValidate AUV proformas for new sites and market entriesIdentify underperforming pockets tied to sub-optimal site selection or overdevelopment and communicate with key stakeholders to develop countermeasuresCreate market-level narratives to support franchise development deal flowAssess territory rights, encroachment risk and rebalancing opportunitiesMonitor industry trends, competitor activity and share of wallet, and stay current on emerging market dynamicsMaintain accurate and up-to-date market planning tools and documentationProcess & Structure ImplementationPartner cross-functionally to enhance data visibility, ensure consistent evaluation criteria, and support decision making through integrated financial and operational insights.Develop and standardize market planning frameworks, tools, and methodologies to ensure consistency and scalability across all marketsEnsures processes such as site evaluation, approval workflows, and market prioritization are in place to help improve speed and quality of real estate.Create and maintain structured pipelines for new site opportunitiesPartner with cross-functional teams to define roles, responsibilities, and timelines within the development lifecycleContinuously evaluate and refine processes to drive efficiency, transparency, and alignment with evolving business needs Implement reporting cadences and tracking mechanisms to monitor progress against market plans and development goalsPresent findings and recommendations clearly to executive stakeholdersRequired Experience & QualificationsBachelor’s degree in Real Estate, Business, Statistics, Finance or related field5–7+ years of experience in real estate planning, market analysis, or restaurant developmentStrong analytical skills with experience in site selection, trade area analysis, and sales forecastingProficiency with GIS mapping tools (e.g Sitewise) data visualization, project management tools (e.g. Quickbase), and CRM tools. Experience with other real estate and analytic tools a plus (e.g. Costar)Advanced Microsoft PowerPoint, Word, and ExcelKnowledge of restaurant, retail, or real estate preferredKey CompetenciesStrategic thinker with strong business acumenData-driven decision makerExcellent communication and presentation skillsAbility to influence cross-functional stakeholdersDetail-oriented with strong project management capabilitiesTravel RequirementsAbility to travel 30-50%