Most restaurants assume that their customers come from within an 8-minute drive time or less. By looking at customer data, you can identify who your customers are, and just as equally important, who they aren't. Understanding who your customers are is an important first step and is a foundation for new locations, analyzing new markets, marketing initiatives and promotions.
Simply put, by analyzing customer data you're able to perform a sales penetration analysis and can pinpoint where large amounts of your core customers are and what they are worth to your concept.
By understanding who your customers are, this lays the ground work to study specific sites in new markets, or locations to infill existing markets that you have a brand presence.