Hungry for Fast Casual, TRC Delivers Chipotle for City of Victoria

The Project:

The Retail Coach, the nation’s leading market research and retail recruitment firm, has helped more than 375 communities in 29 states become better, stronger places to live and work.

One of those communities is Victoria, Texas, where The Retail Coach helped recruit a restaurant citizens were requesting: Chipotle Mexican Grill.

Jared Mayfield, Victoria’s Director of Development Services, said that his office had received countless emails from residents requesting this popular restaurant, which opened the week of October 19.

This recruiting cue follows The Retail Coach’s success in bringing in other high-quality national brands to Victoria like Firehouse Subs and Panda Express.

“When our communities have a specific retailer in mind, we listen,” says Senior Vice President Aaron Farmer. “We know that the residents are the real experts on their community. We want to create connections that benefit both the retailer and the city.”

The Retail Coach has been working alongside Victoria city leaders to promote economic development since 2013. The firm began by determining the Retail Trade Area, or the larger area from which the city is attracting consumers.

The Retail Coach team then used demographic and psychographic reports to better understand Victoria’s consumers and their buying habits. Additionally, a Retail Gap Analysis was performed to see what goods and services these consumers are leaving the community for.

Equipped with this information and national site selector’s criteria, The Retail Coach compiled a list of compatible brands and then actively recruited them on Victoria’s behalf.

“We believe this is just the beginning for Victoria,” CEO C. Kelly Cofer says. “We feel fortunate to work with Victoria and look forward to watching their City reach its full economic potential.”