FireStone Artisan Pizza (Pty) Ltd Business Plan › Section 7 › Location Strategy

7.1 Site Selection Criteria

The choice of location is one of the most critical determinants of restaurant success. FireStone applies a rigorous, data-driven site selection methodology evaluating locations against ten weighted criteria. These include daily foot traffic volume (weighted at 20 percent), proximity to target demographic concentrations (15 percent), visibility and signage potential (12 percent), ease of parking and accessibility (10 percent), proximity to complementary retail and entertainment (10 percent), competitive density and gap analysis (10 percent), lease terms and occupancy costs as a percentage of projected revenue (8 percent), delivery radius coverage (5 percent), utility infrastructure including reliable electricity and water (5 percent), and future development potential (5 percent).

7.2 Preferred Flagship Locations

The flagship outlet will be located in either the Johannesburg or Cape Town metropolitan area. In Johannesburg, preferred nodes include Rosebank, Sandton, Melrose Arch, Parkhurst, and Greenside, areas characterised by high concentrations of target demographics, vibrant food cultures, and strong foot traffic. In Cape Town, target areas include the V&A Waterfront surrounds, Bree Street CBD, Kloof Street, Green Point, and Woodstock, each offering distinct advantages in terms of tourist traffic, local patronage, and brand positioning. The final selection will be determined by a quantitative scoring model applied to available properties, with lease negotiations targeting occupancy costs below 10 percent of projected revenue.

7.3 Physical Layout and Design

Each outlet will occupy approximately 120 to 180 square metres, designed by a specialist hospitality interior designer. The layout follows a carefully planned allocation: the front-of-house dining area occupies approximately 55 percent of total space, accommodating 70 to 100 seats across a mix of two-top, four-top, and communal tables. The open kitchen with its centrepiece wood-fired oven occupies 30 percent, creating visual theatre and transparency. A dedicated preparation and storage area accounts for 10 percent, and the service counter with takeaway collection point uses the remaining 5 percent. The design aesthetic combines rustic Italian warmth with contemporary South African elements, using natural materials, warm lighting, and locally sourced artwork.

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